Mārketinga menedžments Praktiskā nodarbība. Izplatīšanas kanāli Ilze Eglāja
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1 Mārketinga menedžments Praktiskā nodarbība Izplatīšanas kanāli Ilze Eglāja
2 Uzcenojums 1.metode Cena ar uzcenojumu: Kopējās vienības izmaksas 1 vēlamā peļņas daļa no gala cenas Vienības mainīgās (ražošanas) izmaksas 1 vēlamā bruto peļņas daļa no gala cenas 2.metode Kopējās vienības izmaksas x Uzcenojuma koeficients Vienības mainīgās izmaksas x Uzcenojuma koeficients
3 Peļņa un uzcenojums Vienības izmaksas, LVL (ražošanas vai iegādes izmaksas) Unit cost (LVL) Uzcenojums, LVL Markup jeb gross profit per unit (LVL) Pārdošanas cena (cena ar uzcenojumu), LVL Selling price jeb Markup price (LVL) Uzcenojuma koeficients Markup ratio A B C = A+B D= C/A Uzcenojums, % Markup percentage E = (B/A)*100% Peļņas daļa Return on sales jeb gross profit margin ratio F =B/C (Bruto) peļņa, % Profit margin jeb gross margin percentage G = (B/C)*100% ,00 100,0% 0,500 50,0% ,95-5,0% -0,053-5,3% ,08 8,0% 0,074 7,4% ,50 50,0% 0,333 33,3% , ,0% 0,938 93,8%
4 Vidējie uzcenojumu koeficienti dažādās nozarēs Eiro zonas valstīs un ASV ( ) Eiro zonas valstīs No 1,11 (transporta aprīkojums) līdz 1,34 (tabaka) ASV No 0,89 (automašīnas ar bruto zaudējumiem) līdz 1,51 (tabaka) 1,35 1,35 1,40 1,19 Reģions Ražošana Vairumtirdzniecība Mazumtirdzniecība Avots: (1) Markups in the Euro area and the US over the period A comparison of 50 sectors. European Central Bank.
5 Piemērs: tipiski uzcenojumu koeficienti ES tirgū (apakšveļa) Izplatīšanas kanāli Uzcenojumu koeficienti 1,16 (1) 1,14 (2) 1,30 (2) 1,60 (2) Avots: (1) Markups in the Euro area and the US over the period A comparison of 50 sectors. European Central Bank. (2) CBI (Centre for the Promotion of Imports from developing countries). The agency of the Ministry of Foreign Affairs of the Netherlands
6 Avots: (1) Markups in the Euro area and the US over the period A comparison of 50 sectors. European Central Bank. (2) CBI (Centre for the Promotion of Imports from developing countries). The agency of the Ministry of Foreign Affairs of the Netherlands Piemērs: tipiski uzcenojumu koeficienti ES tirgū (pārkraušanas iekārtas) Izplatīšanas kanāli Uzcenojumu koeficienti 1,11 (1) 1,05 (2) 1,25 (2)
7 Uzdevums Nr.1. Pieņemam, ka produkta vienības izmaksas ir 100 EUR par vienību. Izmantojiet tipiskos uzcenojuma koeficientus ES tirgū apģērbam un pārkraušanas iekārtām! Kāda būs produkta cena gala pircējam, izmantojot dažādus izplatīšanas kanālus: A,B,C,D,E,F,G,H?
8 Uzdevuma Nr.1 atrisinājums Apģērbs Izplatīšanas kanāli A B C D Produkta vienības izmaksas, EUR Ražotāja uzcenojums 1,16 1,16 1,16 1,16 Ražotāja cena, EUR 116,00 116,00 116,00 116,00 Aģenta uzcenojums 1,14 Aģenta cena, EUR 132,24 Vairumtirgotāja uzcenojums 1,30 1,30 Vairumtirgotāja cena, EUR 150,80 171,91 Mazumtirgotāja uzcenojums 1,60 1,60 1,60 Mazumtirgotāja cena, EUR 185,60 241,28 275,06 Cena gala pircējam, EUR 116,00 185,60 241,28 275,06 Pārkraušanas iekārta Izplatīšanas kanāli E F G H Produkta vienības izmaksas, EUR Ražotāja uzcenojums 1,11 1,11 1,11 1,11 Ražotāja cena, EUR 111,00 111,00 111,00 111,00 Aģenta uzcenojums 1,05 1,05 Aģenta cena, EUR 116,55 116,55 Distributora uzcenojums 1,25 1,25 Distributora cena, EUR 138,75 145,69 Cena gala pircējam, EUR 111,00 138,75 116,55 145,69
9 Uzdevums Nr.2. Nosauciet 3 produktus ar ļoti lielu mazumtirdzniecības uzcenojumu Latvijā (>100%)
10 Uzdevuma Nr.2 piemēri ASV Vīns restorānā ~300% Zelta juvelierizstrādājumi % Preces viesnīcas minibārā % Avots: Recepšu zāles % Džinsi >100% Popkorns kinoteātrī % Printera tinte Ūdens pudelēs Kafija, Tēja Smaržas Apsveikuma kartiņas Matrači Kosmētika Čipši Briļļu rāmji Ziedi
11 Uzdevums Nr.3. Neliels ASV ražošanas uzņēmums ražo ādas apavus. Vienas vienības (apavu pāra) ražošanas izmaksas ir 30$. Ādas izstrādājumu nozarē ražotāju uzcenojums ASV vidēji ir 36%, ko uzņēmums arī plāno realizēt, lai būtu vienā līmenī ar pārējiem konkurentiem tirgū. Vairumtirgotāju uzcenojums ir 40%, bet mazumtirgotāju uzcenojums ir 80%. Ražošanas uzņēmums plāno, kādus produktu izplatīšanas kanālus izmantot vai neizmantot. Ir trīs alternatīvas: Pārdos tikai pats (savā veikalā pie ražotnes) Pārdos pats un arī caur vairumtirgotājiem Pārdos pats, arī caur vairumtirgotājiem, arī caur mazumtirgotājiem Saskaņā ar veikto tirgus pētījumu, ražošanas uzņēmums prognozē šādus pārdošanas apjomus gadā (apavu pāru skaits): Alternatīva 3: paši Alernatīva 1: tikai Alternatīva 2: paši + vairumtirgotāji Izplatīšanas kanāls paši + vairumtirgotāji + mazumtirgotāji Pārdos paši Pārdos caur vairumtirgotājiem Pārdos caur mazumtirgotājiem 5600 Aprēķiniet, cik klientam maksās viens pāris, (1) pērkot no ražotāja, (2) pērkot no vairumtirgotāja, (3) pērkot no mazumtirgotāja. Aprēķinot ražošanas uzņēmuma peļņu, nosakiet finansiāli izdevīgāko alternatīvu. Kurus izplatīšanas kanālus ieteiktu uzņēmumam izmantot un kāpēc?
12 Uzdevuma Nr.3 atrisinājums Pašizmaksa Ražotāja uzcenojums Vairumtirgotāja uzcenojums Mazumtirgotāja uzcenojums 36% 40% 80% Cena 30,00 40,80 57,12 102,82 Alternatīva 2: paši + vairumtirgotāji Alternatīva 3: paši + vairumtirgotāji + mazumtirgotāji Alernatīva 1: Izplatīšanas kanāls tikai paši Pārdos paši Pārdos caur vairumtirgotājiem Pārdos caur mazumtirgotājiem 5600 Kopā pārdos apavu pārus gadā Peļņa , , ,00
13 Vidējie uzcenojumu koeficienti dažās Eiro zonas valstīs ( ) mazumtirdzniecībā Vācija 1,11 Somija 1,33 Itālija 1,62 Avots: Markups in the Euro area and the US over the period A comparison of 50 sectors. European Central Bank.
14 Vidējie mazumtirdzniecības uzcenojumu procenti (%) dažādiem produktiem ES Somas 30%-60% Zivju konservi 4%-8% Apakšveļa 40%-80% Bērnu apģērbi 50%-100% Virtuves mēbeles 80%-100% Avots: CBI (Centre for the Promotion of Imports from developing countries). The agency of the Ministry of Foreign Affairs of the Netherlands Tūrisma programmas 11%-14%
15 Kontaktinformācija Ilze Eglāja skype: ilze.krievina
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