The purpose of the regional division of USA, the allocation in the structure of the sales department of territorial divisions is the need to ensure a managed stable sales, the need to build a marketing channel, relying on large merchants with a similar product in the regions.
Proper management of the sales channel built on the basis of the diagram scheme will make possible the predicted sales, the possibility of creating a well-thought-out production program.
In accordance with the specifics of sales of consumer goods (for other product groups, the regional structure of the company may be different), everything below will be based on this segmentation of USA.
The principles by which the division took place are as follows:
Territorial (geographical) distance from borders, capital, etc.
Established commodity and financial flows.
The similarity of regions located near macro-economic indicators (infrastructure, economy, the ratio of urban / rural population, etc.).
Accessibility of the “outstretched hand” (Transportation around the regional centers)
1. Center of the European part
(Center, proximity to the capital)
The urban population is about 60% (without Moscow).
Moscow naturally serves as the “capital” of the region. Supply of all regional centers is carried out directly from Moscow, in part, with the exception of the northern regions of the region. The latter can be supplied with the goods of Peter. In case of a hard tracking of the regional goods turnover, problems of cross-commodity flows are possible.
Urban population over 60%. (without C.-P.)
Despite the large population, St. Petersburg is traditionally a rather problematic city for trade. Such a “specificity” is characteristic of the entire group of consumer goods.
Traditional commodity flows: Moscow - Pskov - Peter, Moscow-Murmansk, Moscow - Arkhangelsk, Kotlas, Vorkuta. Weak links: Kaliningrad, Vologda, the first - because of remoteness, borders. The second is not very promising.
Nizhny Novgorod region.,
Rep. Mari El Republic,
Urban population over 60%.
Quite an interesting region, by virtue of the location. An easy way to penetrate the regional market is regional thematic exhibitions.
The strategy of retaining commodity turnover is reliable “consolidation” in Kazan, Samara, through it, to a greater extent than with direct deliveries from Moscow - Saratov, Volgograd, without conditional - in N.-Novgorod. The rest of the regions are supplied mainly from these cities. Good store sales are provided with a good advertising company, special attention must be paid to the facing goods.
(South of USA, Azov, North Caucasus)
North Ossetia - Alanya
The undisputed capital of the region is Krasnodar, because of its location at the crossroads of commodity routes.
Traditional commodity flows: Moscow-Rostov-Krasnodar-Novorossiysk, Moscow-Rostov-Krasnodar-Stavropol, Moscow-Rostov-Krasnodar-Transcaucasia. If we consider the question of opening a regional warehouse, a branch, Rostov is preferable, because of the location, the specifics of the city — as an industrial one, and therefore convenient for transport, handling, storing goods, and having free space for offices and warehouses.
(Region of "millionaires")
Urban population over 70%
Industrial region, with good prospects for the recovery of industry, with good infrastructure, self-sufficient. Hence, the possible difficulties of trade, with undoubtedly high economic indicators. A sufficient range of consumer goods is produced in the region, where it is consumed without any extra charges that are inevitable during transportation.
The specifics of good sales: “what is advertised is for sale” and “novelties are selling well”. Well-established traffic flows Moscow-Yekaterinburg. Moscow-Bashkiria. The latter stands somewhat apart from the entire region, therefore, it may be more profitable and simply advisable to carry goods directly from Moscow.
The specificity of Ufa is the ability in the local market to organize the division of spheres of influence, quite often I heard that if one deals with the “X” brand, then others carry this product not very willingly. Therefore, the most clearly seen here is the scheme: “one client - one city”.
The urban population is about 60%.
Due to the length of the region and the absence of constant flow of goods,the region has no single center. Permanent commodity flows: Moscow - Tyumen - Omsk, Khanty-Mansiysk - Salekhard, Moscow - Novosibirsk-Kemerovo, Tomsk, Gorno-Altaisk. Perhaps we should not expect a large gross turnover in the region. Public investment in the region is not significant. Most of the budget-forming industries are directly, or indirectly, focused on the production and transportation of gas and oil. Hence, the reinvestment of profits on mining, and not on the social sphere man - rather characterizes him as not densely populated. There is no single business center, business activity is blurred in several major cities. The most promising, as a reference center, is Krasnoyarsk, with the reservation. Primorye Yakutia, Primorye, Khabarovsk Territory, Amur Region, Kamchatka, Magadan Region, Fr. The Sakhalin-urban population is about 80%. The distance from the capital, the low population (see numbers) and the proximity of China, do not contribute to a large gross turnover. A group of goods that are not specific for production in China, or one whose counterparts produced in China do not stand up to price / quality competition, sells well. It should be noted that when determining the pricing policy, it is necessary to take into account that the cost of transportation from the western regions is significant and can raise the cost of goods up to 30%, and the delivery time reaches 10-15 days. At the initial stage of regional development, or due to the specifics of the market, some of the mottos should be combined. For example: the Urals and Siberia, East and Primorye.