In modern conditions, the further development of the market economy puts each subject of economic activity in very difficult conditions. For the survival and effective functioning of an organization, it is no longer enough to simply produce goods in the maximum possible volume, it is especially important to sell these goods. The significant role of sales activities in the enterprise management requires searching for new methods of improvement, one of which is the revision of existing and the development of new optimal distribution channels under conditions of environmental uncertainty. Currently, distribution channels for final products are a complex multi-structure system with active elements, operating in a dynamically developing market environment. Studies by economists show that the complexity (complexity) of this system is based not on the number of elements, but on the nature of the network structure (the complexity of the structure of the system and the interactions of its components). This article presents a visual analysis of the sales activities of one of the largest Russian confectionery manufacturers - “OOO Lamzur”. For this kind of enterprises, the organization of sales activities is very important in ensuring economic efficiency and achieving high competitive advantages. In the marketing activities of the investigated enterprise, a number of problem areas are identified that impede its development. In the process of analyzing sales activities, a number of shortcomings were noted, the key of which is the loss by the enterprise of such sales functions as establishing feedback with consumers. In the course of the study, the effectiveness of the marketing activities of “OOO Lamzur” was assessed based on the analysis of the dynamics of sales of confectionery products, as well as by interviewing customers.
THE ROLE OF THE VALUATION IN A SYSTEM OF ENTERPRISE’ MANAGEMENT