The internal factors affecting profits include. Factors affecting the amount of profit

In order to consciously and purposefully make organizational, technical and economic and managerial decisions, create favorable conditions for the implementation of plans and programs to increase profits, it is necessary to know the main reserves and ways to influence its value.

The change in profit is influenced by two groups of factors: external and internal.

To internal factors, affecting profit and profitability, include resource factors (the size and composition of resources, the state of resources, the conditions for their operation), as well as factors related to the development of retail turnover.

Among the internal ones, one can distinguish following groups factors:

  • 1. Logistics:
    • the state of the material and technical base of the enterprise. An enterprise with a modern and developed material and technical base has the prerequisites for a constant increase in production, and this entails an increase in the mass of profits and an increase in profitability;
    • means of armament and technical equipment of labor of workers. The higher the level of staffing modern equipment the higher their labor productivity;
    • moral and physical depreciation of fixed assets. This factor is very important for increasing the profitability of production. The use of worn-out fixed assets, obsolete equipment does not allow us to count on an increase in profits in the future;
    • capital productivity. With an increase in capital productivity, the efficiency of using funds invested in fixed assets increases;
    • turnover rate of working capital;
    • the level of mechanization of production, etc.
  • 2. Organizational and managerial:
    • the level of modernization and reconstruction of production. The technology and process equipment market is very dynamic. Modern technologies and technological equipment allow to reduce the cost by reducing the material and energy consumption of products, which makes it possible to increase the share of profit in the price of products;
    • strategy and tactics of the enterprise;
    • development of new types of products. Expansion of the product range allows you to increase the volume of sales of products, and consequently, the profit of the enterprise;
    • information support of management processes: only having accurate and timely information, you can take right decisions about further development enterprises;
    • business reputation enterprises. It represents the opinion formed by consumers about the potential of the enterprise. High business reputation allows the company to receive additional profit, increase profitability;
    • organization of goods movement. The accelerated promotion of goods into the trading network helps to increase turnover and reduce current costs, as a result of which the mass and level of profits increase, etc.
  • 3. Economic:
    • use of energy-saving equipment;
    • decrease in the level of receivables. Timely collection of receivables contributes to the acceleration of the turnover of working capital, and consequently, to an increase in profits;
    • applicable pricing policy. The amount of profit received depends on the amount of profit included in the price of the goods. A constant increase in the share of profit in the price of a product can lead to the opposite result;
    • production volume. By increasing the volume of production, the enterprise can reduce the unit cost of production by reducing the specific fixed costs;
    • sales volume. With a constant share of profit in the price of goods, an increase in the volume of sales of products allows you to receive a large amount of profit;
    • structure of product sales. Expansion of the product range contributes to the growth of sales volumes;
    • reducing the cost of production;
    • implementation of the saving regime. Allows you to relatively reduce the current costs of enterprises and increase the amount of profit received. The economy regime is understood not as an absolute, but as a relative reduction in current costs, etc.
  • 4. Social:
    • the number and composition of employees. A sufficient number at a certain level of technical equipment of labor allows you to fully implement the program of the enterprise to obtain the required amount of profit;
    • forms and systems of labor stimulation of workers. The role of moral and economic encouragement of workers is great and allows to increase labor productivity. The influence of this factor can be assessed through the indicator of labor costs, as well as through the indicator of profitability of labor costs;
    • labor productivity. The growth of labor productivity, other things being equal, entails an increase in the mass of profits and an increase in the profitability of the enterprise;
    • working conditions in the enterprise. Creating favorable working conditions contributes to increasing the level of labor productivity;
    • skill level of workers. To fulfill the production task, a certain degree of qualification of the employee is required; if the employee’s qualification level is lower than required, the efficiency of work decreases, the amount of time lost and marriage increases.
  • 5. Environmental factors: production of environmentally friendly and safe products, the use of waste-free technologies, etc.

Internal factors of change in profit are divided into main and non-main. The most important in the group major are: gross income and income from the sale of products (sales volume), the cost of production, the structure of products and costs, the amount of depreciation, the price of products.

To minor Factors include factors related to violation of economic discipline, such as price violations, violations of working conditions and product quality requirements, other violations leading to fines and economic sanctions.

Action external factors associated with market conditions, legislative and power structures. Their significance is very great, since, in fact, they are production regulators, the action of which can both stimulate it, and oppress it, restrain it. To the main external factors generating profit commercial enterprise, include the following:

  • 1. Market factors:
    • market volume. The volume of sales of the company's products depends on the market capacity. The larger the market capacity, the more opportunities for the enterprise to make a profit;
    • development of competition. Competition requires certain costs that reduce the amount of profit received. In addition, the presence of competition forces the manufacturer, when setting prices for their products, to focus on the price level of competitors, which often reduces the profit margin;
    • the level of prices for raw materials and supplies. In a competitive environment, price increases by suppliers do not always lead to an adequate increase in selling prices, so enterprises tend to work less with intermediaries, choose among suppliers those who offer goods of the same quality level at a higher price. low prices;
    • prices for the services of transport, utilities, repair and other enterprises. The increase in prices and tariffs for services increases the operating costs of enterprises, reduces profits and reduces the profitability of trading activities.
  • 2. Economic and legal factors: state taxation policy (the level of profit received by the enterprise depends on the size of tax rates and deductions to off-budget funds, the level and conditions of benefits); organization of the trade union movement (the enterprise seeks to limit the cost of wages. The interests of workers are expressed by trade unions that are fighting for an increase in wages, which creates prerequisites for reducing the profits of the enterprise); certification of the company's products (there are additional costs included in the cost of production), etc.
  • 3. Administrative factors: formation of a state order for the production of products, subsidization of production, publication of regulations, resolutions regulating the activities of enterprises.
  • 4. Political characteristics and factors:
    • political stability;
    • support of the enterprise by the government.
  • 5. Economic forces:
    • structure of the national economy;
    • types of liability and property rights, including land;
    • insurance guarantees;
    • inflation rate and currency stability;
    • the level of development of the banking system;
    • sources of investments and capital investments;
    • the degree of freedom of entrepreneurship and economic independence;
    • level of market infrastructure development;
    • the state of the markets: sales, investments, means of production, raw materials, products, services, labor, etc.
  • 6. Laws and law:
    • human rights;
    • business rights;
    • ownership;
    • laws and regulations on the provision of guarantees and benefits.
  • 7. Science and technology:
    • level of development of fundamental and applied sciences;
    • the level of information technology and computerization;
    • the level of industrial and production technologies.
  • 8. Natural and environmental factors:
    • natural climatic conditions: temperature, precipitation, humidity, etc.;
    • Natural resources;
    • environmental protection legislation.

The most important factors of profit growth are: growth

the volume of production and sales of products; introduction of scientific and technical developments; increase in labor productivity; improving product quality.

With the development of entrepreneurship and increased competition, the responsibility of enterprises for the fulfillment of their obligations increases. Thus, the indicator of income from the sale of products meets the requirements of commercial calculation and, in turn, contributes to the development of production economic activity.

The interest of enterprises in the production and sale of high-quality products that are in demand on the market is reflected in the amount of profit, which, other things being equal, is directly dependent on the volume of sales of these products.

Costs for the production and sale of products, which determine the cost, consist of the cost of products used in production natural resources, raw materials, basic and auxiliary materials, fuel, energy, fixed assets, labor resources and other production costs, as well as non-manufacturing costs.

The composition and structure of costs depend on the nature and conditions of production under a particular form of ownership, on the ratio of material and labor costs, and other factors.

So, profit as the main form of monetary accumulation depends primarily on reducing the cost of production and circulation of products, as well as on increasing sales.

The size of the gross income of the enterprise and, accordingly, profits are affected not only by the quantity and quality of manufactured and sold products (work performed, services rendered), but also by the level of prices applied. In this regard, the problem of pricing occupies a key place in the system of market relations.

The next factor affecting the amount of profit is the depreciation of fixed assets and intangible assets.

The main areas for increasing profits are as follows:

  • increase in the volume of production and sales of products due to the competent organization of the marketing system, maximum use production capacity, rational use all production resources;
  • reducing the cost of production for all cost elements and costing items;
  • ensuring a reasonable pricing policy;
  • implementation of structural shifts towards increasing the share of more profitable species products;
  • improvement of product quality;
  • expansion of the product sales market.

Improvement of investment and financial activities enterprises will increase profits and have a positive impact on other indicators financial stability enterprises.

It is known that the enterprise, to the extent of economic expediency, distributes its profit independently for accumulation and consumption. To further increase profits, it is important to optimize the process of its distribution and establish optimal proportions between the accumulation fund and the consumption fund.

The identification of economic factors affecting profit implies the economic conditions under which it was formed. Economic conditions are external and internal. Under their influence, the absolute value and the relative level of profit change.

Internal conditions include factors that depend on the activities of the enterprise and characterize different aspects of the work of the enterprise's personnel. In its turn internal factors subdivided into non-manufacturing and industrial.

Non-production factors include supply and marketing activities, are also associated mainly with environmental, claims, commercial, and other similar activities of a commercial enterprise.

Production factors reflect the presence and use important parts production process that take part in the formation of profits: these are the objects of labor, means of labor, and labor itself.

External factors include those that are not dependent on the firm itself, but some of them significantly affect profits, such as:

Inflation;

Lending;

Taxation of enterprises;

Changes in laws and regulations in the field of pricing.

To achieve their goals, enterprises monitor the external and internal market conditions in order to detect and use its favorable opportunities in time, as well as avoid threats and obstacles that may arise.

A close study of the external and internal environment in the future will make it possible to find effective responses to the challenges of this environment. This process is called the analysis of factors of the external and internal environment.

Two groups of factors influence the change in profit: external and internal (Figure 1.7).

Figure 1.7 - External and internal factors affecting profit

The main direction in the analysis of factors external environment is the collection of information data on technological, social, political and economic developments in the changing environment of organizations. After collecting the information, it is evaluated by the company's financiers, whose task is to calculate the initial indicators of the effectiveness of the action in accordance with the identified threats and opportunities.

Current and projected economic conditions can greatly influence an organization's objectives.

Some factors need to be constantly diagnosed and assessed: the level of employment; the rate of inflation or deflation; international balance of payments; dollar stability and tax rates. All of them can pose either a threat to the company or new opportunity, and what will be a threat to one organization, another will perceive as some potential. For example, during an economic downturn, auto parts companies tend to thrive. Why? Because consumers prefer to repair old cars rather than buy new ones. An enterprise can be influenced by many economic factors that exist in given time. Among the economic factors that have a greater impact on profit in an organization, the following are distinguished (Figure 1.8).


Figure 1.8 - Economic factors of the external environment

Each market entity independently determines economic forces when conducting a study, but the above are the main ones for any analysis of the organization's activities.

concept economic growth or recession helps to more clearly characterize the general economic situation in the country, a particular region or region. If the demand for goods and services is constantly increasing and the supply (producers of goods) adequately responds to demand, then this bright characteristic economic growth. The reverse situation can only occur during an economic downturn, when demand is growing, and market entities do not have time to create supply.

The modern global system of the world market has a tangible impact on all types of businesses in all countries, so many countries use not only their own currencies, but also a number of foreign currencies. Particularly susceptible to the influence of the exchange rate are countries with a small commodity-money turnover, which are not able to compete with recognized market leaders. In this example, it can be concluded that individual commercial enterprises are also influenced by the exchange rate, especially when the specifics of the activity are closely related to the foreign exchange market. Exchange rate management is always associated with high risk, since the currency of any country is always more or less unstable. As a conclusion, we can say that the organization must take into account the level and fluctuations of the exchange rate at different points in time, since financial relations organizations are the basis of activity.

For example, if a region is saturated with organizations in all areas of production and the market fully provides the population with goods and services, then this region has a favorable taxation environment, otherwise production and market saturation will decrease to a negative level.

Conducting commercial activities is impossible without taking into account the interest rates on all monetary transactions. With the help of the level of interest rates, regulation and control of all or many operations and transactions in the market of goods and services is carried out. Buyers often borrow to purchase goods. The probability falls if they do so in the presence of high interest rates. A clear example of this is the housing market, where the demand for apartments in a building is directly affected by mortgage interest, which, in turn, affects the number of new housing projects launched. Businesses considering expansion plans financed by loans will obviously keep the level of the interest rate and the effect of the rate on the price of capital under scrutiny. Therefore, the interest rate has direct impact on the potential attractiveness of different strategies.

Each state plans its “own” inflation rate for a certain period, often without taking into account possible consequences for small market entities in terms of capital turnover. Therefore, the organization must be ready to eliminate these consequences and to further plan its activities in the market of goods and services.

In every organization, methods of countering inflation should be developed.

An essential factor influencing the activities of the organization in the market of goods and services is taxation. Level and quantity tax rates can have a dual effect on the organization: on the one hand, high rates will protect against competitors, and on the other hand, they will negatively affect the organization itself. In addition, in each territorial unit (region, oblast, krai, etc.), the local administration can establish its own types and rates of taxes that do not contradict federal law. Therefore, when organizing economic activity, it is necessary to take into account both general and local taxation. The link between business and tax policy is the market and its sectoral saturation with producers and sellers of goods and services.

The impact of taxes on the formation of the net profit of the enterprise can be seen from the following formula (1.3).

Chp \u003d Pdn + SHE - IT - TNP, (1.3)

where, PE - net profit (loss); Pdn - profit before tax (loss before tax);

SHE - deferred tax assets;

IT - deferred tax liabilities;

TNP - current income tax.

The current level of development of the enterprise, and hence the possibility of making a profit, is influenced by energy prices, and the decision on the use of certain energy carriers and their service life depends on this.

The company's costs for electricity are recalculated according to the formula (1.4), separately at the rate for capacity and at the rate for energy by dividing the volume of payments for the period for each of the rates by the rate of their change.

where, Z match i - actual costs for the i-th article, in the analyzed period;

Z fact i - actual costs for the i-th article in the analyzed period;

I prices (tariffs) I - price index for the corresponding types of products.

The ability of an organization to remain profitable is directly affected by the overall health and well-being of the economy, the stage in which the business cycle develops. Bad economic conditions will reduce the demand for goods and services of organizations, while more favorable ones can provide prerequisites for its growth.

The change in economic indicators for any time period occurs under the influence of many different factors. The variety of factors affecting profit and, accordingly, profitability requires their classification, which at the same time is important for determining the main directions, searching for reserves to improve economic efficiency (Figure 2.1):

Figure 1.1 - Classification of factors affecting the reserves for increasing profits and increasing profitability

Source:

There are internal and external factors.

External factors include natural conditions, state regulation of prices, tariffs, interest, tax breaks, penalties, inflation, etc. They do not depend on the activities of organizations, but can have a significant impact on profits and profitability.

Internal factors are divided into production and non-production. Production factors - characterize the availability and use of means and objects of labor, labor and financial resources and, in turn, can be divided into extensive and intensive. profit economic reserve

Extensive factors affect the process of making a profit and the level of profitability through quantitative changes: the volume of funds and objects of labor, financial resources, equipment operation time, number of personnel, working hours, etc.

Intensive factors affect the process of obtaining and increasing profits, increasing profitability also through qualitative changes: increasing the productivity of equipment and its quality, using progressive materials, improving processing technology, accelerating the turnover of working capital, etc. Non-production factors include, for example, supply and marketing and nature protection activities, social conditions of work and life, etc.

The process of forming the organization's profit can be divided into two stages with a certain degree of conditionality: the formation of profit for the reporting period, the formation of net profit.

Consequently, the factors influencing the financial result can be divided into two groups: influencing the formation of profit of the reporting period and influencing the formation of net profit. Let's consider each of these groups of factors in more detail.

The level of profitability and the amount of profit of the reporting period is affected by a combination of many factors that depend and do not depend on the activities of the organization. The main factors of profit growth, as well as profitability, depending on the activities of the organization, are:

  • - growth in the volume of production and sales of products;
  • - reduction of production costs;
  • - rising prices for products sold;
  • - changes in the structure of manufactured and sold products, improvement of the assortment.

The factors noted above affect mainly the profit from the sale of products and, accordingly, the level of profitability. Due to the fact that the vast majority of the profit of the reporting period (90--95%) organizations receive precisely from the sale of marketable products, this part of the profit should be given special attention.

So, consider the first factor - the growth of production and sales. An increase in the volume of production and sales in physical terms, other things being equal, leads to an increase in profits. With a high share of semi-fixed costs in the cost of production, an increase in production volume will lead to an even greater increase in profits due to economies of scale. Increasing production volumes of products that are in demand can be achieved with the help of capital investments, which requires the direction of profits for the purchase of more productive equipment, the development of new technologies, and the expansion of production.

It does not require capital expenditures to accelerate the turnover of working capital, which also leads to an increase in production volumes and product sales. However, inflation quickly depreciates working capital

The next factor affecting profit and profitability is the reduction of production costs. Quantitatively, the cost price occupies a significant share in the price structure, so the cost reduction affects the profit growth, all other things being equal. If a change in the volume of sales affects the amount of profit in direct proportion, then the relationship between the amount of profit and the level of cost is inverse. The lower the cost of production, determined by the level of costs for its production and sale, the higher the profit, and vice versa. This factor, which determines the amount of profit, in turn, is influenced by many reasons. Therefore, when analyzing changes in the cost level, the reasons for its decrease or increase should be identified in order to develop measures to reduce the level of costs for production and sale of products, and therefore increase profits due to this. In many organizations, there are divisions of economic services that are engaged in line-item analysis of the cost, seek sources and reserves to reduce it. But to a large extent, this work is depreciated by inflation and rising prices for raw materials and fuel and energy resources.

Do not forget about the increase in prices for products sold. The factor that directly determines the level of profitability and the amount of profit from the sale of products are the applied prices. Free prices in the conditions of their liberalization are set by organizations and depending on the competitiveness of this product, demand and supply of similar products by other manufacturers. Therefore, the level of free prices for products to a certain extent depends on the organization. A factor independent of the organization is state regulated prices set for the products of monopoly organizations, as well as for products that are socially significant. The increase in price in itself is not a negative factor. It is quite justified if it is associated with an increase in demand for products, their quality, improvement of technical and economic parameters and consumer properties of products. However, in countries with economies in transition, including the Republic of Belarus, the rise in prices in most cases is due to inflationary processes. Consequently, the profit increase factor is of an inflationary nature and cannot be considered as a reserve for the growth of the financial result.

In addition to these factors, the amount of profit from sales, of course, is affected by changes in the structure of manufactured and sold products. The higher the share of the more profitable, the more profit the organization will receive. Accordingly, an increase in the share of low-margin products will lead to a reduction in profits.

All of the above factors directly affect the profit of the reporting period, also have indirect impact on the size of the final financial result of the organization - net profit. The factors that directly form this indicator are mainly factors that do not depend on the activities of the organization, namely, the legal framework of the country in terms of taxation.

In addition to the above, the factors affecting the size of the profit of the organization are also specific directions for the use of profits.

Net profit is used by the organization for the needs and purposes determined by the plan for economic and social development. At the same time, special funds of the organization are formed from net profit: an accumulation fund, a consumption fund. Profit distribution feature joint-stock company is the formation of a reserve fund intended to cover the losses of the organization. The procedure for the distribution and use of profits is fixed in the charter of the organization and is determined by the regulation, which is developed by the relevant divisions of economic and financial services. The legislation only limits the size of the organization's reserve fund (not less than 10% and not more than 25% of the authorized fund), regulates the procedure for forming a reserve for doubtful debts.

The reserve for the growth of profits in the formation of special funds of the organization is the possibility of using (reinvesting) the dividend fund: in order to develop the organization with insufficient profit, a decision can be made to reinvest dividends on ordinary shares and not pay income to their owners in the current year. The distribution of profits on the invested part and dividends is the most important moment financial planning, since the development of the joint-stock company and its ability to pay dividends in the future depend on this.

In developed countries (USA, Canada, Germany, France, Italy, etc.), the calculation of the final results of an organization's activities using the "cost-output" method has become widespread. In accordance with this method, the overall result of the organization's work is determined by summing up the operational and financial results. For each of the activities, the costs are commensurate with the production and marketing of products (sales), income, and the final result is determined.

Having studied the factors affecting profit and profitability, it becomes possible not only to determine them for each organization separately, but also to see the boundaries of their controllability, and also to single out among them dependent and independent of the business entity.

To assess the performance of an organization, it is not enough to use the profitability indicator, since the presence of profitability does not mean that it works well. The absolute amount of profitability does not allow us to judge the degree of profitability of a particular organization, transaction, idea. Many organizations that have received the same amount of profitability have different sales volumes, costs.

Sales revenue is the amount Money received on the accounts of the enterprise for products shipped to customers or services rendered to them.

According to its economic content, it is the main source of income for the enterprise.

The receipt of proceeds to the accounts is the final stage of the circulation of the enterprise's funds, which is of decisive importance for ensuring its further normal economic activity. The decisive moment in this process is the date of receipt of funds to the accounts of the enterprise.

It is allowed to record sales of products according to two indicators:

  1. in terms of the volume of sales itself;
  2. in terms of shipment of products to the buyer.

The following three main factors affect the amount of revenue from sales:

  1. the volume of products sold;
  2. the level of realized prices;
  3. assortment (structure) of sold products.

The volume of products sold has direct influence on the amount of revenue. The higher the volume of sales in physical terms, the higher the sales revenue. In turn, the volume effect consists of 2 factors:

  1. change in the volume of output of marketable products (direct impact on revenue);
  2. change in the balance of unsold marketable products.

The growth of such balances has the opposite effect on the amount of revenue. Growth in sales volume is practically the only factor influencing revenue, which is associated with the efficiency of the enterprise.

An increase in the share of more expensive products in total sales also leads to an increase in revenue. However, this is also, as a rule, absolutely not related to efficiency, to improving the work of the enterprise.

Gross profit is the amount of profit (loss) from the sale of products (works, services), fixed assets, other property of the enterprise and income from non-sales operations, reduced by the amount of expenses on these operations.

Non-operating income and expenses - income from equity participation in a joint venture, from the lease of property, dividends on shares, bonds and other securities owned by the enterprise, other income and expenses from operations not related to the production and sale of products, including amounts, received and paid in the form of economic sanctions and damages.

Complex various factors determines market conditions. In market fluctuations (cycles), as is known, there are four stages: depression, rise, boom, recession. All these stages have an impact on the development of goals, decision-making, the definition of targets, the performance of any enterprise, including a trade one.

The stage of depression is characterized by the most low levels production, turnover, prices, demand for goods, fixed assets, labor and capital, high costs, unemployment, bankruptcy, low profits and wages, pessimistic moods.

With the rise, entrepreneurs begin to become more active, production, turnover, and profits increase; price growth slows down, investment increases, the price of securities, the propensity to buy, the number of jobs increases.

In the boom stage, full utilization of production capacities is ensured, wage and prices, overemployment, scientific and technical activity is activated, entrepreneurs are looking for new directions for investing capital, there is a danger of rising inflation.

In a recession due to high prices, the sale of all goods (services) is constrained; demand decreases, there is a decline in production, and all this together leads to a crisis.

The second fundamental principle of the economic justification of the volume of retail trade is to ensure the necessary relationship between the dynamics of the performance indicators of the trading enterprise and the forms of intensification. The dynamics of the relationship of indicators is a standard for the efficiency of the use of resources and costs.

In such a standard, the receipt of the necessary mass of profit is brought to the fore, which determines the indicators interconnected with it, the achievement of a specific volume of trade and the growth of the physical mass of sales, ensuring that the goods offered for sale meet the demand of the population. This strategy is based on ensuring a balance of retail trade and profits, on the one hand, commodity resources, retail trade and population demand in terms of volume and structure, on the other, as well as on the development of optimal proportions for their development.

Market segmentation is the division of consumers (or markets) into subgroups or segments. It can be carried out by groups of consumers, consumer properties of goods, main competitors. As you know, the most promising segment of the market is considered to be the one in which there is approximately 20% of the product and 70-80% of its buyers, which ensures the company's marketing and financial success.

Understanding the differences between individual types of consumers enables the personnel of the enterprise at the stages of procurement, planning and implementation to more closely link needs with the supply of goods and services.

Market segmentation by consumers is based on socio-economic, demographic, geographical, psychological characteristics and aspects of lifestyle. The social group is determined by the level of income, education, occupation; ethnic - by nationality; demographic - by age, sex, religion, size and life cycle of the family and the individual; geographical - by division into urban and rural population, economically developed or developing countries; on a psychological basis - on individual characteristics, purchasing motives, habits or preferences. At the heart of segmenting by aspects of lifestyle is life activity, interests, position and demographics.

The formation of demand in the market for a particular product, consumer choice, the behavior of individual consumers depend on how their needs are met, what utility a particular product brings. Utility is the satisfaction that comes from consuming a good or service. Distinguish between total utility and marginal utility. Total utility is the satisfaction that comes from consuming a particular set of units of a good or service. Marginal utility is the utility equal to the increase in total utility as a result of acquiring an additional unit of a given good. Marginal utility reflects the degree of urgency of the need and the effect that the consumer will receive from the next purchase of this product or from an additional amount of the product. Based on the study of the theory of marginal utility, the law of diminishing marginal utility is derived. It is formulated as follows: "If the consumption of other goods remains unchanged, then as the need for some good or service is saturated, the satisfaction from the next unit of this good falls." Before sales workers at the level of plan development and its implementation, the question arises of how to satisfy needs so that they bring equal marginal benefit. Theoretical studies show that maximum utility is achieved when the consumer's budget is distributed in such a way that the marginal utility of one ruble (100 rubles, 1000 rubles) of spending is the same for each product. The study of the theory of marginal utility allows us to draw a number of conclusions that can be applied in the practical work of the enterprise.

1. Consumer choice is based on the rational use of the budget and the attempt to maximize the satisfaction of their needs by buying goods and paying for services in a certain combination.

2. Consumers make their choice by comparing sets of consumer goods and services. The set may include goods of daily and one-time demand, durables, food, household goods and clothing, luxury items, etc. At the same time, the purchase of a large number of goods included in this set is most preferable. 3. Consumer preferences are ranked in order of importance for the buyer based on his income, aspects of life, social status. At the same time, the marginal rate of substitution of one good (A) for another (B) is the maximum amount of another good (C) that a person is willing to neglect in order to purchase one additional unit of good A.

4. The set of goods for the purchase of which consumers spend their income also depends on the growth rate of purchasing funds, changes in prices for basic complementary, interdependent and independent goods, the price ratio of two purchased or replacing each other products.

5. Consumer choice can be represented either as an indifference curve (when it is possible to rank the ordinal utility properties of an alternative set) or as a utility function (if set "C" is preferable to "A", then the utility of set "C" is higher than "A" ).

6. The more goods are consumed, the smaller the increment of utility.

7. Utility is maximized when the ratio of marginal utilities of two goods is equal to the ratio of prices.

At first glance, such an analysis is possible only in a saturated market. However, this opinion is erroneous. In an unsaturated market and limited buying funds, the forecast of the expected set of purchases, based on the theory of marginal utility, explored with the help of indifference curves, becomes even more important,

The modern strategy for the formation of a production and sales program, used in foreign practice, is based on the idea of ​​a growth matrix or a “portfolio of directions” for business development, developed by specialists from the Boston Group. In accordance with this theory, it is possible to conditionally classify goods by profitability into "stars", "cash cows", "dogs" and "difficult children".

Goods classified as "stars" are characterized by a quick sale, which takes large sums working capital. They are very popular, have a high payback. Usually in these cases, enterprises have good solvency and a stable financial position. Over time, as their life cycle changes, the implementation of "stars" slows down and they turn into either "cash cows" or, if their market share is declining and they lose competitiveness, into "dogs".

Products that are conditionally classified as "cash cows" have low sales growth rates, but their market share is usually high and they are able to generate revenue in large volumes. The demand for such goods is stable, they bring real sustainable income, which can be used to purchase new goods and support the sale of others, etc.

With the development of market relations, more and more people began to talk about other situations of the origin of revenue growth: these are profits earned thanks to the initiative of the entrepreneur, profits received under favorable circumstances, unexpectedly allowed and recognized by public authorities (relevant legislation).

All sources are interconnected, and it is often impossible to single out their pure content. The most important factors determining profit are: the introduction of innovations, the absence of fear of risks (risk as a source of profit), the rational use of funds, the achievement of optimal volumes of activity (i.e., choosing such a scale of the enterprise that allows for optimal profitability). It has been proven that in terms of profit large enterprises not always the best). Profit grows as long as interest rate on bank loans will be below the rate of return on invested capital; the presence of debt is thus acceptable, even in many cases it contributes to profit (the so-called leverage effect). Many small and medium enterprises are afraid of debt, which is not always justified. However, using the strategy of voluntary debt, one must be wary of low profitability, because it will force the company to resort to additional loans in order to upgrade the equipment (range). And this can lead to a state of reduced solvency and even bankruptcy.

The introduction of innovations as a source of profit involves the production (sale) of a new product (service) of higher quality, the development of a new market, organizational and managerial innovations, the development of new sources of goods.

The duration of the inflow of profit from the introduction of innovations is determined by the following factors: the importance of the invention, the significance and constancy of the needs satisfied by this product (service), the nature of the activity, the patent and licensing legislation in the country, the introduction of innovations; common strategy conducted by the firm in the market, the state of the competitive environment in the industry.

There are situations when the role of the entrepreneur in the occurrence of profit or loss is passive. Such situations are generated by: the nature of the activity, the existing market structure, the general economic situation, the presence of inflation (very beneficial for enterprises that have debts and have received non-indexed loans and credits). .

The main factors characterizing the specifics of the activity: capital-labor ratio, cost level, demand dynamics, market structure.

The factors influencing the receipt of profit are classified according to various criteria (Fig.).

Rice. . Factors affecting the amount of profit

To external factors include natural conditions, state regulation of prices, tariffs, interest, tax rates and benefits, penalties, etc. These factors do not depend on the activities of enterprises, but can have a significant impact on the amount of profit.

To the number internal factors include: the implementation of plans for the production of products, assortment and quality, cost reduction and growth in labor productivity, in terms of sales volume, and others.

Internal factors are divided into production and non-production. Production factors characterize the availability and use of means and objects of labor, labor and financial resources and, in turn, can be divided into extensive and intensive: extensive factors affect the process of making a profit through quantitative changes: the volume of funds and objects of labor, financial resources, work time equipment, number of personnel, working hours, etc. Intensive factors affect the process of making a profit through "qualitative" changes: increasing the productivity of equipment and its quality, the use of advanced types of materials and improving their processing technologies, accelerating the turnover of working capital, improving skills and productivity personnel labor intensity, reduction of labor intensity, material consumption of products, improvement of labor organization and more efficient use of financial resources, etc. Production factors include, for example, supply and marketing and environmental this activity, social conditions of work and life, etc.

In the implementation of the financial and economic activities of the enterprise, all these factors are closely interconnected and interdependent.

The main factors of profit growth are the increase in sales proceeds and the reduction in the cost of products sold in accordance with the terms of the supply agreement. Revenue, in turn, is affected by the volume of products sold (in physical terms) and prices.



The amount of profit is also influenced by such factors as the range of products sold and the amount of other income and expenses included in the profit (interest received and paid, income from participation in other organizations, other operating and non-operating income and expenses, the cost structure of products sold, (for it as part of variable, fixed costs and profits).

Inflation affects earnings. When inflation rises, the amount of reserves increases significantly. As a result of the increase in their value, significant monetary resources are diverted from the turnover, which could be used for the development of production. In addition, changes in the cost of inventories can affect the real costs of production in the direction of their increase or decrease. Thus, the growth of inflation distorts the real results of economic activity and the profit of the enterprise.

Profit may increase as a result of an increase in the volume of production of comparable products, an increase in the share of products with a higher profitability, a decrease in the cost of comparable products, an increase in wholesale prices with an increase in product quality.

Factors such as innovative activity enterprises.

Profitability

Profitability- indicator economic efficiency economic activity of the enterprise; it is the ratio of the income received and the amount of capital invested in the creation of this income.

Profitability indicators are relative characteristics of the financial results and performance of the enterprise. They characterize the relative profitability of the enterprise, measured as a percentage of the cost of funds or capital from various positions.

When analyzing production, profitability indicators are used as an instrument of investment policy and pricing. The main profitability indicators can be grouped into the following groups:

General indicators characterizing profitability (profitability):

1. Profitability of sales. Shows how much profit falls on the unit of sold products. Calculated according to the formula:

2. Accounting profitability from ordinary activities. Shows the level of profit after tax. Calculated according to the formula:

3. Net profit. Shows how much net profit falls on a unit of revenue. Calculated as:

7. Cost-benefit. Shows how much profit from the sale falls on 1 thousand rubles of expenses. Calculated according to the formula.

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