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Huge Market

Huge Market
- Prezentare general

Huge Market este un hypermarket de cinci stele, ce copiaz modelul hypermarketurilor occidentale. Suprafaa total a spaiului de vnzare este de 4000 m2. Cu tot cu depozite,
hypermarket-ul are forma unui hexagon, cu cinci laturi perete i o latura din sticl (latura din fa).
Acesta este amplasat la nivelul solului i este poziionat n zona Ttrai, lng complexul Green
Park.
Amplasarea hypermarket-ului este motivat att din punct de vedere economic, ct i din
punct de vedere demografic. Din punct de vedere economic deoarece exist mijloace de transport
public din toate zonele oraului (cu tot cu legturi), ceea ce reprezint un avantaj att pentru
hypermarket deoarece acesta nu trebuie s asigure transportul, ct i pentru clieni deoarece este mai
accesibil si totodat mai ieftin. Din punct de vedere demografic deoarece n zona respectiv nu
exist nici un alt hypermarket, iar supermarket-urile din zon sunt puine i nu prezint o
aprovizionare bun pentru clieni.

Huge Market este un hypermarket ce se bazeaz pe vnzarea en-detail i care se


adreseaz persoanelor cu toate tipurile de venituri, pentru a realiza cumprturile zilnice i/sau
programate. Preurile variaz n funcie de produsele comercializate i de calitatea acestora.
Hypermarket-ul se axeaz pe produse i servicii de calitate i lucreaz ntr-un sistem modern de
autoservire. Pentru a acoperi necesarul forei de munc au fost alocate aproximativ 300 locuri de
munc (vnztori, merchandiseri, administratori, manageri de raion, personal specializat cu
ntreinerea i igiena, specialiti raion, ageni de securitate, contabili i manageri), crendu-se astfel
noi locuri de munc pentru populaie din Iai. Produsele oferite acoper o gam variat de nevoi
ncepnd de la produse alimentare i terminnd cu bunuri de folosin ndelungat.
Intrarea n magazin se face pe latura din sticl. Uile se deschid pe baz de senzori, la
apropierea cumprtorului. Hypermarket-ul este monitorizat cu 40 de camere de securitate, iar n
interior sunt amplasate dispozitive unde clienii pot verifica preul produselor i 15 monitoare cu
plasm unde sunt prezentate promoiile existente n cadrul magazinului. Deasemenea produsele sunt
prevzute cu un sistem avansat de securitate, ceea ce permite hypermarket-ului s foloseasc opt
case de marcat fr casier, unde clientul se autotaxeaz.

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Hypermarket-ul este prevzut cu 11 case de marcat duble, cu o lungime de 3m i o lime de
1.5m, situate la o distan de 1.5m una de cealalt, echipate cu sisteme moderne de ncasare a
contravalorii mrfurilor, de eliberare a chitanelor i contorizare a sumelor ncasate. La extreme sunt
situate 8 case digitale (de autotaxare prin plata cu cardul) cu o lungime de 1.5m i o lime de 0.75m
grupate cte 4.
De asemenea hypermarket-ul este prevazut cu 5 tipuri de crucioare:
- crucioare normale i mari prevzute cu dispozitiv de moned pentru a asigura o ordine n
incinta magazinului;
- crucioare speciale:

Sloganul

tip mainu pentru copiii de 2-6 ani prevzute cu dispozitiv de moned;

prevzute cu dispotiv pentru copiii de 0-2 ani i dispozitiv de moned;

mici pentru copiii 3-7 ani.

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mine! a fost realizat

n scopul promovrii principalelor politici ale firmei (att produse la

preuri mici, ct i calitative), adresndu-se diferitelor clase de cumprtori: cei care doresc produse
calitative i nu in cont de pre, cei care doresc produse ieftine i nu sunt interesai de calitatea
produselor, i cei care caut produse de calitate la un pre avantajos.
Situaia iniial
n anul 2007 hypermarket-ul a nregistrat un randament mediu global de 60.000 Ron /m2/
vnzri pe an i a oferit urmtoarele grupe sortimentale: alimente, confecii-nclminte, uz casnic,
papetrii, articole sportive, cosmetic, igien i ntreinere, aparatur audio-video, electrocasnice.
Aceste grupe sortimentale se regsesc n cadrul a cinci raioane:
Alimentar;
Textile;
Igien-ntreinere-Cosmetic;
Bazar;
Audio-Video-Electrocasnice.

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Suprafaa deinut de fiecare raion i ponderea ncasrilor n anul 2007 sunt prezentate n
tabelul urmtor:
Tabelul 1. - Situaia iniial
Nr.
Crt.
1.
2.
3.
4.
5.
Total

Denumite raion
Alimentar
Textile
Igien-ntreinere-Cosmetic
Bazar
Audio-Video-Electrocasnice
-

Ponderea
ncasrilor
38%
18%
24%
9%
11%
100%

Suprafaa
deinut
50%
5%
12%
20%
13%
100%

Avnd n vedere repartizarea pe grupe mari de mrfuri (raioane), suprafaa fiecrui raion a
fost realocat n funcie de ncasrile din anul precedent, astfel:
Tabelul 2. - Situaia dup realocarea suprafeei pentru fiecare raion
Nr.
Crt.

Denumire raion

Suprafaa
realocat
(%)

1.
2.
3.
4.
5.
Total

Alimentar
Textile
Igien-ntreinere-Cosmetic
Bazar
Audio-Video-Electrocasnice
-

45
15
20
8
12
100

Suprafaa
realocat
(m2)

Suprafaa
alocat
holului din
raion (m2)

Suprafaa
realocat
fr hol (m2)

Suprafaa
realocat
fr hol (%)

1800
600
800
320
480
4000

270
75.30
115.44
49.70
72
582.44

1530
524.7
684.56
270.3
408
3417.56

38.25
13.12
17.11
6.76
10.20
85.44

La intrarea n magazin se afl holul, avnd o suprafa total de 582.44 m2. Pentru hol,
fiecare raion a dat o suprafa aproximativ proporional cu suprafaa sa (suprafeele alocate fiind
precizate n tabelul 2). Accesul la raioane se face printr-o intrare n raionul Audio-VideoElectrocasnice. La intrarea n magazin, pe partea dreapt se afl toaleta, locul de depozitare al
bagajelor cumprtorilor (sub forma unei ncperi unde se gsesc un anumit numr de sertare
numerotate n ordine de la stnga la dreapta), camera de supraveghere a hypermarket-ului i ghieul
de informaii. Tot n cadrul holului este amenajat un loc special, denumit Sezon unde sunt expuse
diverse produse din cele 5 raioane specifice fiecrui eveniment din anul n curs. Tot n aceast spaiu

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se mai gsesc bnci unde clienii se pot odihni i o fntn artezian. Produsele expuse n acest
spaiu nu sunt destinate vnzrii directe din acest spaiu, ele gsindu-se la raionul din care fac parte.

ntreg hypermarket-ul este pavat pe jos cu gresie de trafi intens de culoare albastr i roie
(pentru a fi n ton cu imaginea hypermarket-ului), cu dimensiunile de 80x80 cm, excepie fcnd
raionul textile i suprafaa de expunere a mobilei (din cadrul raionului bazar), unde podeaua este
pavat cu parchet laminat, ceea ce confer elegan i stil.
innd cont de necesitile clienilor la intrare sunt amplasate 3 ATM-uri de la 3 bnci
diferite (Groupe Societe General - BRD, Banca Comercial Romn i Banca Transilvania) i un
ATM de schimb valutar. nainte de intrarea n magazin, pe partea stang este situat un restaurant n
care clienii sunt invitai la un moment de relaxare, dou agenii bancare (Groupe Societe General
BRD i Banca Transilvania) i un loc de joac pentru copii.
La deschiderea hypermarket-ului se va realiza o tombol pe o perioad de o lun de zile.
Premiile constau n produse electrocasnice, iar marele premiu const ntr-un autoturism marca
Honda Civic. Pentru a putea participa la tombol, clienii trebuie s cumpere produse din magazin
n valoare de minim 10 lei, iar pe baza bonului vor primi un talon. Pe acest talon, cumprtorii i
vor trece datele personale, precum i numrul i data de pe bon. Odat cu pierderea bonului, talonul
completat i depus nu mai este valabil. Ctigtorii vor fi anunai public la radio i deasemenea vor
fi contactai telefonic.
Printre multitudinea produse pe care hypermarket-ul le vinde, se afl i o gam foarte variat
de produse, cunoscute cu numele de ETA. Aceasta reprezint o marc proprie a hypermarket-ului
nostru i cuprinde att produse care se gsesc n toate raioanele, cum ar fi: produse alimentare,
produse casnice i electrocasnice, articole auto, diverse haine i diverse produse cosmetice i de

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Huge Market
ntreinere. Aceast gam de produse ETA sunt de o calitate mai inferioar fa de celelalte
produse prezente n magazin i se adreseaz n mod special consumatorilor cu un nivel mic al
salariului pentru care calitatea reprezint un criteriu mai puin important fa de resursele financiare.

Pentru a obine rezultatele scontate atunci cnd punem n practic campanii de promovare a
vnzrilor trebuie s avem n vedere categoriile de clieni crora urmeaz s ne adresm,
identificarea i nelegerea comportamentului de cumprare al acestora, motivele acestui
comportament precum i scopul programului de promovare a vnzrilor.
n cazul unui hypermarket exist un dublu interes pentru ca activitatea s se desfoare
eficient, interes manifestat deopotriv de productori i de distribuitori. Pe piaa romneasc
modalitatea de a evita orientarea clienilor spre alte magazine se realizeaz prin lansarea unor
programe de continuitate.
Cardurile de fidellitate sunt elemente tangibile ale acestor aciuni, cu ajutorul crora se pot
primi fie cadouri n funcie de valoarea cumprturilor efectuate, fie obinerea unor reduceri de pre,
tot pentru o anumit valoare a produselor achiziionate sau atunci cnd magazinul ntreprinde o
campanie de scdere a contravalorii mrfurilor pentru clienii fideli.
Astfel hypermarket-ul Huge Market ofer clienilor s-i fideli, care fac cumprturi mai
mari de 400 Ron pe lun, diverse cadouri semnificative i de asemenea un card de fidelizare cu
ajutorul cruia, acetia pot obine reduceri de pn la 5% la diverse produse din cadrul magazinului.
Ca i modalitate de a evita indiferena, plictiseala cumprtorilor n privina premiilor
acordate i astfel s nu mai fie incitai de aciunile noastre, materialele promoionale cuprinse n acel
pachet vor diferi de la o lun la alta.
Promoiile existente n cadrul hypermarket-ului sunt expuse la capetele gondolelor i acestea
variaz de la o sptmn la alta pentru a strni curiozitatea clienilor. De asemenea la nele produce
de volum mai mare, clienii beneficiaz de transport gratuit a mrfii pn la domiciliu.

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Huge Market

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Huge Market
Iai
-2008-

Cuprins

1. Poziionarea raionuluipag. 8
2. Grupe de mrfuri.......pag. 8
3. Calculul indicatorilor....pag.11
4. Profitul direct pe produs..pag. 14
5. Calculul linearului dezvoltat....pag. 15
5.1.Calculul linearului la sol.pag. 15
5.2.Calculul linearului dezvoltat..pag. 17
5.3.Linearul dezvoltat alocat fiecrei grupe de mrfuri...pag. 20
6. Tehnici de promovare..pag. 20

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1. Poziionarea raionului
Raionul Audio-Video-Electrocasnice este situat n partea stng a hypermarket-ului, n
apropiere de intrare. n partea de vest se nvecineaz cu raionul Bazar i cu o poriune din hol unde
sunt expuse diverse produse de sezon, n partea de nord i de est se afl depozitele raionului, iar n
partea de sud se nvecineaz cu biroul de informaii i camera de supraveghere.
n urma ncasrilor obinute n anul precedent, a fost realocat o suprafa de 480 m2
(inclusiv holul) din suprafaa total a hypermarket-ului de 4000 m2 (ceea ce reprezint 12%).
Raionul are forma unui dreptunghi aezat n poziie vertical, cu o lungime de 40.8 m i o lime de
10 m (adic o suprafa total de 408 m2, fr hol).
Gama de produse din acest raion se adreseaz tuturor consumatorilor care gsesc cu uurin
produsele dorite i cutate, la preuri avantajoase i pentru toate tipurile de buzunare. Acest raion
este prevzut cu puncte de ascultare a CD-urilor i vizionare a casetelor video i DVD. Bancul de
probe pentru acest raion se afl n holul hypermarket-ului, n faa caselor de marcat.
2. Grupe de mrfuri
Grupele de mrfuri care sunt prezente n acest raion sunt:
a) Audio/Video/Foto:
Camere foto/video digitale;
Mp3 Player/Mp4 player;
Memory Stick-uri/Carduri memorie (512Mb, 1Gb, 2 Gb, 4 Gb).
b) Audio mari:
Combine audio;
Sisteme audio (3+1, 5+1);
Radio-casetofoane;
Sisteme audio pentru main.

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c) TV/DVD:
Plasme (diferite dimensiuni);
Televizoare

(diferite

dimensiuni);
Dvd playere;
LCD-uri;
Siteme Home Cinema;
Suporturi TV (decodoare);
Home Theatre (ecran de protecie i video proiector).
d) Telefoane:
Mobile;
Fix;
Fax;
SmartPhone;
GPS-PDA.
e) Confort termic:
Aeroterme;
Calorifere electrice;
Reouri;
Centrale termice;
Aparate de aer condiionat;
Boilere;
Ventilatoare;
Umidificatoare.
f) Refrigerate:
Frigidere;
Congelatoare;
Lzi frigorifice;
Combine frigorifice;
Vitrine frigorifice;
Vitrine ngheat/salate.
g) Maini de splat:

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Maini manuale de splat rufe;
Maini automate de splat rufe;
Maini de splat vase;
Usctoare de rufe.
h) Maini de gtit:
Aragaze;
Plite;
Cuptoare;
Hote;
Plite electrice;
Cuptor cu microunde;
Fripteuze electrice;
Grtare electrice;
i) Electrocasnice de buctrie:
Mixer/Blendere;
Robot de buctrie;
Main de tocat;
Prjitor de pine;
Sandwich maker;
Storctor de fructe;
Cafetiere;
Rnie cafea.
j) Electrocasnice de menaj:
Aspiratoare;
Fier de clcat;
Aspiratoare mici;
Maini de cusut.
k) Electrocasnice de igien personal:
Epilatoare;
Maini de tuns;
Maini de brbierit;
Plci pentru pr;

10

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Ondulatoare pr;
Usctoare pr;
Perii rotative.
l) IT&C:
Calculatoare;
Notebook-uri;
Accesorii notebook;
Periferice PC (tastaturi, mouse-uri, imprimante,
multifuncionale, scanere, webcam-uri etc.);
Componente PC;
Monitoare (LCD, CRT).
m) Diverse:
Prize;
Becuri;
Prelungitoare;
ntreruptoare;
Baterii;
Tripluri;
Cabluri;
Mufe.
3. Calculul indicatorilor
3.1.

Aria raionului

n urma ncasrilor obinute n anul precedent, s-a decis ca suprafaa acestui raion s
reprezinte 12% (inclusiv holul) din suprafaa total a hypermarket-ului.
AR = 12% 4000 m2 = 480 m2
3.2.
ncasrile raionului
Randamentul mediu global este de 60.000 Ron / m2.
R = AR = 60.000 480 = 28.800.000 Ron
3.3.

Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)


Nr.
Crt.

Pondere
Grupa de mrfuri

a
ncasrilor

11

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Huge Market
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Total
3.4.

Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Nr.
Crt.
1.
2.
3.

10,00%
7,00%
9,50%
4,50%
5,00%
8,00%
9,50%
9,50%
8,00%
8,50%
6,50%
11,00%
3,00%
100%

Adaosul comercial pe fiecare grup de mrfuri (AC)


Nr.

3.5.

Audio/Video/Foto
Audio mari
TV/DVD
Telefoane
Confort termic
Refrigerate
Maini de splat
Maini de gtit
Electrocasnice de buctrie
Electrocasnice de menaj
Electrocasnice de igien personal
IT&C
Diverse
-

Adaosul
Comerci

Grupa de mrfuri
Audio/Video/Foto
Audio mari
TV/DVD
Telefoane
Confort termic
Refrigerate
Maini de splat
Maini de gtit
Electrocasnice de buctrie
Electrocasnice de menaj
Electrocasnice de igien personal
IT&C
Diverse

al
25%
27%
23%
28%
22%
22%
21%
23%
25%
25%
26%
20%
30%

Valoara ncasrilor pe fiecare grup de mrfuri


Vgr = PGr R
Ponderea

Grupa de mrfuri

ncasrilor
10,00%
7,00%
9,50%

Audio/Video/Foto
Audio mari
TV/DVD

12

Valoarea
ncasrilor (Ron)
2.880.000,00
2.016.000,00
2.736.000,00

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4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Telefoane
Confort termic
Refrigerate
Maini de splat
Maini de gtit
Electrocasnice de buctrie
Electrocasnice de menaj
Electrocasnice de igien personal
IT&C
Diverse

Total
3.6.

Adaosul
Grupa de mrfuri

Crt.

Audio/Video/Foto
Audio mari
TV/DVD
Telefoane
Confort termic
Refrigerate
Maini de splat
Maini de gtit
Electrocasnice de buctrie
Electrocasnice de menaj
Electrocasnice de igien personal
IT&C
Diverse

Total
3.7.
Nr.
Crt.
1.
2.

100%

1.296.000,00
1.440.000,00
2.304.000,00
2.736.000,00
2.736.000,00
2.304.000,00
2.448.000,00
1.872.000,00
3.168.000,00
864.000,00
28.800.000,0
0

Valoarea achiziiilor pe fiecare grup de mrfuri


VAgr = Vgr/(1+AC)

Nr.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

4,50%
5,00%
8,00%
9,50%
9,50%
8,00%
8,50%
6,50%
11,00%
3,00%

Comerci

Valoarea
achiziiilor (Ron)

al
25%
27%
23%
28%
22%
22%
21%
23%
25%
25%
26%
20%
30%
-

2.304.000,00
1.587.401,57
2.224.390,24
1.012.500,00
1.180.327,87
1.888.524,59
2.261.157,02
2.224.390.24
1.843.200,00
1.958.400,00
1.485.714,29
2.640.000,00
664.615,38
23.274.621,2
0

Marja comercial n expresie valoric pe fiecare grup de mrfuri


MCgr = Vgr - VAgr

Grupa de mrfuri
Audio/Video/Foto
Audio mari

Valoarea
Valoarea
Marja comercial
ncasrilor (Ron) achiziiilor (Ron)
total
2.880.000,00 2.304.000,00
576.000,00
2.016.000,00 1.587.401,57
428.598,43
13

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3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

TV/DVD
Telefoane
Confort termic
Refrigerate
Maini de splat
Maini de gtit
Electrocasnice de buctrie
Electrocasnice de menaj
Electrocasnice de igien personal
IT&C
Diverse

Total

3.8.

Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Total

2.736.000,00
1.296.000,00
1.440.000,00
2.304.000,00
2.736.000,00
2.736.000,00
2.304.000,00
2.448.000,00
1.872.000,00
3.168.000,00
864.000,00
28.800.000,0

2.224.390,24
1.012.500,00
1.180.327,87
1.888.524,59
2.261.157,02
2.224.390.24
1.843.200,00
1.958.400,00
1.485.714,29
2.640.000,00
664.615,38
23.274.621,2

511.609,76
283.500,00
259.672,13
415.475,41
474.842,98
511.609,76
460.800,00
489.600,00
386.285,71
528.000,00
199.384,62
5.525.378,80

Ponderea fiecrei grupe de mrfuri din marja comercial total


MCgr% = MCgr 100 / MCt
Marja
comercial total

Grupa de mrfuri
Audio/Video/Foto
Audio mari
TV/DVD
Telefoane
Confort termic
Refrigerate
Maini de splat
Maini de gtit
Electrocasnice de buctrie
Electrocasnice de menaj
Electrocasnice de igien personal
IT&C
Diverse
-

4. Profitul direct pe produs

14

576.000,00
428.598,43
511.609,76
283.500,00
259.672,13
415.475,41
474.842,98
511.609,76
460.800,00
489.600,00
386.285,71
528.000,00
199.384,62
5.525.378,80

Ponderea din
marja comercial
total
10,42%
7,76%
9,26%
5,13%
4,70%
7,52%
8,59%
9,26%
8,34%
8,86%
6,99%
9,56%
3.61%
100%

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Tip Produs
Calculul PDP

Camer
foto
Canon
Lei n
cas

Boxe
Logitech

Plasm
Samsung

Nokia
6288

Calorifer
Electric

Frigider
Arctic

Lei n cas

Lei n cas

Lei n
cas

Lei n cas

Lei n cas

187,76

2465,42

795,46

140,59

974,19

147,84
39,92

2004,41
461,01

621,45
174,01

115,24
25,35

798,52
175,67

3,01
5,14

54,14
65,74

12,14
13,41

8,45
9,74

13,45
15

8,15

119,88

25,55

18,19

28,45

4,25
1,84

45,14
9,54

16,41
7,45

3,87
1,79

17,58
8,25

1,24

8,14

5,28

1,2

6,15

1,45

9,12

6,74

1,4

7,45

7,84

54,41

29,74

7,56

30,15

1,58

12,45

6,98

1,49

8,12

8,35

89,14

32,14

8,02

36,14

26,55

227,94

104,74

25,33

113,84

21,52

352,95

94,82

18,21

90,28

Preul de vnzare cu
306,65
amnuntul
Preul de cumprare
245,32
Marja brut
61,33
Plus comisoane i alte avantaje
Scont de plat calculat
8,21
Bonificare comercializare
9,84
Total comisioane i alte
18,05
avantaje
Minus costurile directe de manipulare
Munc direct n antrepozit
5,41
Costul stocului n antrepozit
2,25
Costul exploatrii n
1,98
antrepozit
Transport antrepozit/Magazin
2,14
Munc direct n magazinul
14,57
cu amnuntul
Costul stocului n magazinul
3,35
cu amnuntul
Costul exploatrii n
18,41
magazinul cu amnuntul
Total costuri directe de
48,11
manipulare
Profit direct pe produs
31,27

Tip Produs
Calculul PDP

Main
de splat
Arctic
Lei n
cas

Preul de vnzare cu
983,06
amnuntul
Preul de cumprare
812,45
Marja brut
170,61
Plus comisoane i alte avantaje
Scont de plat calculat
13
Bonificare
14,98
comercializare
Total comisioane i alte
27,98
avantaje
Minus costurile directe de manipulare
Munc direct n
1,6

Lei n
cas

Robot
buctrie
Phillips
Lei n
cas

375,64

187,23

246,81

88,86

2147,29

11,56

305,4
70,24

149,78
37,45

197,45
49,36

70,52
18,34

1789,41
357,88

8,89
2,67

9,14

5,4

9,8

5,2

21

0,3

10,14

6,7

9,8

24,54

0,5

19,28

12,1

19,6

11,2

45,54

0,8

6,15

4,5

4,8

3,45

3,2

0,35

Plit
Arctic

15

Aspirator
Phillips

Epilator
Braun

Laptop
Benq

Tripl
ceramic

Lei n
cas

Lei n
cas

Lei n
cas

Lei n
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antrepozit
Costul stocului n
antrepozit
Costul exploatrii n
antrepozit
Transport
antrepozit/Magazin
Munc direct n
magazinul cu amnuntul
Costul stocului n
magazinul cu amnuntul
Costul exploatrii n
magazinul cu amnuntul
Total costuri directe de
manipulare
Profit direct pe produs

8,35

2,87

2,14

1,54

16,45

0,15

6,24

2,12

1,45

1,54

1,2

4,58

0,07

7,89

2,47

1,78

1,89

1,35

15,48

0,09

31,12

15,87

8,56

9,15

3,11

45,12

0,65

9,01

4,014

1,98

2,15

1,35

18,74

0,11

39,87

22,1

9,15

10,12

3,21

60,14

0,68

104,08

55,594

29,42

31,79

15,21

163,71

2,1

94,51

33,926

20,13

37,17

14,33

239,71

1,37

5. Calculul linearului
5.1. Calculul linearului la sol
5.1.1.

Pentru gondole de tip A, A1, A2:

L=6m
l=1m
C = 0,50 m
Ls(A) = Ls(A1) = Ls(A2) = 2 L + 2 l + 4 C = 2 6 m + 2 1 m + 4
0,50 m = 16 m
5.1.2.

Pentru gondole de tip B, B1, B2:

L = 6,50 m
l=1m
C = 0,50 m
Ls(B) = Ls(B1) = Ls(B2) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4
0,50 m = 17 m
5.1.3.

Pentru gondole de tip C, C1, C2:

L=5m
l=1m
C = 0,50 m
Ls(C) = Ls(C1) = Ls(C2) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4
0,50 m = 14 m
5.1.4.

Pentru gondole de tip D i D1 (gondole de perete):

L = 10 m
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l=1m
Ls(D) = Ls(D1) = L + 2 l = 10 m + 2 1 m = 12 m
5.1.5.

Pentru gondole de tip D2 (gondol de perete):

L = 8,50 m
l=1m
Ls(D2) = L + 2 l = 8,50 m + 2 1 m = 10,50 m
5.1.6.

Pentru gondole de tip D3 (gondol de perete):

L=5m
l=1m
Ls(D3) = L + 2 l = 5 m + 2 1 m = 7 m
5.1.7.

Pentru gondole de tip D4 (gondol de perete):

L = 9,10 m
l=1m
Ls(D4) = L + 2 l = 9,10 m + 2 1 m = 11,10 m
5.1.8. Pentru gondole de tip E (gondol de perete):
L = 8,50 m
l = 0,50 m
Ls(E) = L + 2 l = 8,50 m + 2 0,50 m = 9,50 m
5.1.9.

Pentru gondole de tip F (punct de vnzare cu vitrine):

L=2m
l = 0,50 m
Ls(F) = L + 2 l = 2 m + 2 0,50 m = 3 m
5.1.10. Pentru gondole de tip F1 (punct de vnzare cu vitrine):
L=4m
l = 0,50 m
Ls(F1) = L + 2 l = 4 m + 2 0,50 m = 5 m

5.2. Calculul linearului dezvoltat


5.2.1. Gondole de tip A:
Ls(A) = 16 m
nr (numrul de rafturi) = 3
Ni (numrul de gondole de acest tip) = 2
Ld = linearul dezvoltat alocat acestui tip de gondol

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Ld(A) = Ls(A) nr Ni = 16 m 3 2 = 96 m
5.2.2.

Gondole de tip A1:

Ls(A1) = 16 m
nr (numrul de rafturi) = 4
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(A1) = Ls(A1) nr Ni = 16 m 4 1 = 64 m
5.2.3.

Gondole de tip A2:

Ls(A2) = 16 m
nr (numrul de rafturi) = 6
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(A2) = Ls(A2) nr Ni = 16 m 6 1 = 96 m
5.2.4. Gondole de tip B:
Ls(B) = 17 m
nr (numrul de rafturi) = 3
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(B) = Ls(B) nr Ni = 17 m 3 1 = 51 m
5.2.5.

Gondole de tip B1:

Ls(B1) = 17 m
nr (numrul de rafturi) = 4
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(B1) = Ls(B1) nr Ni = 17 m 4 1 = 68 m
5.2.6.

Gondole de tip B2:

Ls(B2) = 17 m
nr (numrul de rafturi) = 2
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(B2) = Ls(B2) nr Ni = 17 m 2 1 = 34 m
5.2.7.

Gondole de tip C:

Ls(C) = 14 m
nr (numrul de rafturi) = 3

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Ni (numrul de gondole de acest tip) = 4
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(C) = Ls(C) nr Ni = 14 m 3 4 = 168 m
5.2.8.

Gondole de tip C1:

Ls(C1) = 14 m
nr (numrul de rafturi) = 5
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(C1) = Ls(C1) nr Ni = 14 m 5 1 = 70 m
5.2.9.

Gondole de tip C2:

Ls(C2) = 14 m
nr (numrul de rafturi) = 2
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(C2) = Ls(C2) nr Ni = 14 m 2 1 = 28 m
5.2.10. Gondole de tip D:
Ls(D) = 12 m
nr (numrul de rafturi) = 1
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(D) = Ls(D) nr Ni = 12 m 1 1 = 12 m
5.2.11. Gondole de tip D1:
Ls(D1) = 12 m
nr (numrul de rafturi) = 2
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(D1) = Ls(D1) nr Ni = 12 m 2 1 = 24 m
5.2.12. Gondole de tip D2:
Ls(D2) = 10,50 m
nr (numrul de rafturi) = 2
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(D2) = Ls(D2) nr Ni = 10,50 m 2 1 = 21 m
5.2.13. Gondole de tip D3:

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Ls(D3) = 7 m
nr (numrul de rafturi) = 1
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(D3) = Ls(D3) nr Ni = 7 m 1 1 = 7 m
5.2.14. Gondole de tip D4:
Ls(D4) = 11,10 m
nr (numrul de rafturi) = 2
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(D4) = Ls(D4) nr Ni = 11,10 m 2 1 = 22,20 m
5.2.15. Gondole de tip E:
Ls(E) = 9,50 m
nr (numrul de rafturi) = 3
Ni (numrul de gondole de acest tip) = 1
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(E) = Ls(E) nr Ni = 9,50 m 3 1 = 28,50 m
5.2.16. Gondole de tip F:
Ls(F) = 13 m
nr (numrul de rafturi) = 1
Ni (numrul de gondole de acest tip) = 2
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(F) = Ls(F) nr Ni = 3 m 1 2 = 6 m
5.2.17. Gondole de tip F1:
Ls(F1) = 5 m
nr (numrul de rafturi) = 1
Ni (numrul de gondole de acest tip) = 2
Ld = linearul dezvoltat alocat acestui tip de gondol
Ld(F1) = Ls(F1) nr Ni = 5 m 1 2 = 10 m

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5.3. Linearul dezvoltat alocat fiecrei grupe de mrfuri
LGr = MGr% Ldt

Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Total

Grupa de mrfuri
Audio/Video/Foto
Audio mari
TV/DVD
Telefoane
Confort termic
Refrigerate
Maini de splat
Maini de gtit
Electrocasnice de buctrie
Electrocasnice de menaj
Electrocasnice de igien personal
IT&C
Diverse
-

Ponderea din
marja comercial
total
10,42%
7,76%
9,26%
5,13%
4,70%
7,52%
8,59%
9,26%
8,34%
8,86%
6,99%
9,56%
3.61%
100%

Linearul dezvoltat
alocat grupei de
mrfuri (m)
83,99
62,50
74,60
41,34
37,86
60,58
69,24
74,60
67,19
71,39
56,33
76,99
29,07
805,70

6. Tehnici de promovare
Promovarea la locul de vanzare:
Conducerea hypermarke-ului Huge Market a hotrt promovarea brand-ului Philips
printr-o serie de materiale corespunztoare n incinta magazinului. Prin aceast metod , se
urmrete stimularea cumprtorului n a alege aceast marc.

Reduceri de pre
Reducerea de pre va fi de 10 % i se va aplica pentru aparatele de aer condiionat. Vor
beneficia de reduceri de pre doar aparatele marca Zanussi, Whirpool , Panasonic, Akai , Galantz i
Samsung. Motivul acestei reduceri de pre l constituie apropierea sezonului cald, cnd crete
cererea pentru astfel de aparate.

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Reducerea de pre va fi comunicat n catalogul supermarketului i prin intermediul staiei
radio a supermarketului, care are rolul de a asigura fondul muzical i de a comunica ofertele speciale
i produsele nou aprute. Comunicarea reducerii de pre se va realiza prin amplasarea de pancarte
pe gondolele care conin produsele beneficiare de reducerea de pre.

Nr.
Crt.
1.
2.
3.
4.
5.
6.

Brand aparate de aer


condiionat
Whirpool
Samsung
Galantz
Panasonic
Akai
Zanussi

Pre de achiziie
(Lei)
2300
1700
1349.9
1800
1519.9
2129.9

Marja Comerciala
(15%)
345
255
202.485
270
227.985
319.485

Pre de
vnzre (Lei)
2645
1955
1552.385
2070
1747.885
2449.385

Pre redus
(Pret de
vanzare -10%.)
2380.5
1759.5
1397.14
1863
1573.09
2204.44

Pachetele ofert
Pachetele ofert dau consumatorului posibilitatea de a achiziiona un produs la un pre mai mic dect
cel obinuit. Pachetul ofert va conine un Sistem audio + MP3 Player Philips.

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Nr.
Crt.
1.
2.

Pachet 1+1

Pre
achiziie

Sistem
audio
MP3 Player
Philips

Adaosul
Comercial

224

30%

56

30%

Pre
vnzare
(lei)
320

Pre
pachet
(lei)
400

Reduce
re

Pre final
pachet

%
25

300

80

Cadouri promotionale
Conducerea super marketului a hotarat ca , in limita stocului disponibil , la achizitionarea
unui cuptor cu microunde Zanussi , cumparatorul va primi gratis un set de vase termoizolante Enna.
Nr.
Crt.

Pachet 1+1

Adaosul
Pre
Pre
Comerci
achiziie
vnzare ncasri
al
(lei)

Costu

Benefic

ri

iu

452

38.8

Cuptor cu
1.

microunde

409

20%

490.8

43

20%

51.6

490.8

Zanussi
Set vase
2.

termoizolante
ENNA

Tombola
Un alt instrument promoional va fi organizarea unei tombole promoionale, la care vor putea
participa clienii supermarketului Huge Market care vor achiziiona produse din raionul de
electocasnice n valoare de minim 100 lei. La fiecare cumprtur n valoare de 50 lei, acestora li se
va nmna la cas un tichet de participare la tombol, pe care l vor putea depune n urna special
amenajat la ieirea din supermarket.
Premiile vor consta n tichete valorice cu suma nscris 50 lei cu care clienii i vor putea
achiziioana produse la alegere din raionul Audio-Video-Electrocasnice. Se vor oferi n total 31 de
tichete, cte unul n fiecare zi a lunii decembrie. Sloganul acestei promoii este: Huge Market

te rasplateste!

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Iai
-2008-

Cuprins

1. Poziionarea
i
amenajarea
raionului...........................................pag.25

inerioar

2. Grupele
de
mrfuri
stabilite....................................................................................pag.
25
3. Calculul
indicatorilor.....................................................................................
.............pag.29
4. Calculul
linearului.........................................................................................
..............pag.32

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5. Profitul
direct
pe
produs..........................................................................................p
ag.35
6. Tehnici
de
promovare......................................................................................
.........pag.36

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1. Poziionarea raionului i amenajarea interioar
Poziionarea raionului
Raionul bazar este cel mai mic raion din cadrul hypermarket-ului, fiind amplasat
ntre raionul audio-video-electrocasnice (situat n partea de est) i raionul textile (situat n partea de
vest). n partea de nord a raionului se afl depozitul aferent acestuia, iar n partea de sud se
nvecineaz cu o poriune din hol unde sunt expuse produse de sezon.
Datorit ncasrilor obinute n anul anterior, suprafaa raionului a fost realocat n proporie
de 8% (adic 320 m2 cu tot cu hol) din suprafaa total de 4000 m2 a hypermarket-ului. Se prezint
sub forma unui dreptunghi aezat n poziie vertical, cu dimensiunile de 26,5 m, i respectiv 10,2
m. Toat suprafaa raionului este pavat pe jos cu gresie de culoare albastr i roie pentru exterior,
cu excepia unei suprafee de 12.20 m2 unde sunt expuse produse de mobilier, care este
pavat cu parchet laminat, ceea ce confer o atmosfer de cas i totodat elegan.
Amenajarea interioar
Raionul prezint o gam variat de produse ce acoper n mare parte nevoile consumatorilor,
adresndu-se tuturor tipurilor de consumatori. Grupele de mrfuri prezente n aceste raion sunt
expuse pe nou gondole clasice, cu capete drepte, de diferite dimensiuni i cu un numr variabil de
rafturi.
Mrfurile sunt dispuse ntr-un mod plcut i armonios pe gondole, astfel nct s atrag
atenia clientului, la capetele fiecrei gondole fiind prezentate promoiile sptmnii.
Acest raion dispune de un singur depozit situat n partea de nord, pentru o aprovizionare
rapid i uoar, n special pentru mobilier i pentru produsele de un volum mai mare.
Tipurile de gondole folosite n cadrul acestui raion sunt prezentate mai jos
la punctul 4.1..
2. Grupe de mrfuri
Grupele de mrfuri disponibile n acest raion se prezint astfel:
a) Articole sport/camping:

Schiuri i clpari;

Rolle, skateboard, patine;

Mingi de baschet, fotbal, volei, tenis de cmp i ping-pong;

Rachete de tenis de cmp, rachete de badminton, palete tenis de mas i huse


pentru acestea;

Undie i accesorii pentru pescuit;

Biciclete i triciclete;

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Produse de camping: cort 4 persoane, cort 6 persoane, rucsac adventure kid, sac
de dormit cu/fr glug, izoprene, scunele, mas pliant picnic, scaune pliante
picnic, grtar, lamp gaz, rucsac de umr.
b) Jocuri/jucrii:

Jucrii de plu (ursulei, broscue, celui etc.) diferite mrimi;

Ppui+accesorii ppui (hinue, case etc);

Mainue simple, mainue cu telecomand, mainue cu motora (diferite


mrimi);

Roboei;

Puzzle, remy, ah, table, monopoly, minibiliard, scrable;

Piese Lego;

c) Papetrie/consumabile:

Caiete dictando i matematic (A4 i A5);

Pixuri, creioane, marker, culori, acuarele, pensule;

Mape, folii, dosare (plastic i carton cu/fr in);

Bibliorafturi;

Topuri hrtie xerox, topuri coli de scris;

Agende (mari i mici);

Calculatoare de buzunar;

Lanterne;

Foarfece;

Suport pixuri, suport cd-uri, suport diskete;

Cd-uri, Dvd-uri, diskete, casete audio i video;

Carcase/Plicuri pentru Cd-uri i Dvd-uri;

Capsatoare i perforatoare;

Agrafe birou, bolduri, superglue, capse perforator.

d) Articole menaj i uz casnic:

Bibelouri i vaze;

Lumnri i beioare parfumate, suport beioare parfumate, uleiuri


parfumate;

Suveniruri;

Flori artificiale;

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Oale, fripteuse, tigi, capace tigi, tave aragaz;

Farfurii, boluri;

Pahare;

Tacmuri;

Mop-uri, mturi, forae, perii haine/covor;

Ligheane, balii, couri rufe;

Toctoare;

Cutii plastic pentru depozitarea mncrii;

Suporturi prosoape de buctrie, suporturi folii de prospeime;

e) Scule:

Bormain electric cu/fr acumulator;

Set chei (6-20), set urubelnie, set dli;

Patente, ciocane, chei reglabile;

Flex electric;

Ferstru electric;

Gealu electric;

lefuitor electric;

Discuri pentru flex, burghie bormain;

Geni de scule i unelte;

Truse scule pentru reea;

Aparat sudur + electrozi;

Scule pneumatice (bormain, flex);

Compresor.

f) Sanitare:

Lavoar i picioare lavoar;

Chiuvet buctrie;

Bideuri;

Czi;

Lavoare wc i rezervoare wc;

Dulap baie;

Faian i gresie;

Baterii lavoar, baterii du, baterii bideu, baterii buctrie;

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Accesorii (furtune, conectori etc).

g) Vopseluri/accesorii:

Lacuri mobil;

Lacuri parchet;

Vopseluri (diverse culori)

Pensule vopsea;

Deruginol;

Diluant;

Var lavabil + colorani;

Bidinele, trafalete, pistol compresor.

h) Articole auto:

Becuri;

Cauciucuri iarn/var;

Lanuri;

Preuri;

Odorizante;

Capace roi;

Truse medicale;

Stingtor;

Triunghiuri;

Aspiratoare;

Jante aliaj;

Uleiuri (ulei motor, ulei cutie, ulei direcie).

i) Hrana i accesorii animale:

Hran pentru cini, pisici, peti, psri (mncare la cutie, mncare uscat);

Acvarii;

Colivii;

Jucrii pentru cini i pisici;

Accesorii acvarii;

Hinue pentru animale de cas;

Cri dresaj;

Lese, hamuri, botnie;

30

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Zgard metalic i zgard deparazitar.

j) Mobilier:

Scaune ergonomice;

Scaune directoriale;

Birou scris, birou calculator;

Set canapea+dou fotolii;

Msue;

Mese buctrie;

ifoniere;

Pat dublu dormitor;

Pat copii;

Bibliotec;

Suport mobil costume+bar de susinere;

Scaune pliante, scaune cu picioare de inox.

k) Obiecte de grdinrit:

Ghivece;

Geni de grdinrit;

Maini de tuns gazon;

Foarfece de grdin;

Greble, lopei, spligi;

Semine plante;

Stropitori;

Instalaii irigaii (furtune, aspensoare).

l) Trolere:

Geni laptop;

Geni voiaj;

Valize;

Geni camere foto/video;

Serviete.

3. Calculul indicatorilor
3.1. Aria raionului

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n urma ncasrilor obinute n anul precedent, s-a decis ca suprafaa raionului bazar s dein
o pondere de 8% (inclusiv holul) din suprafaa total a hypermarket-ului.
AR = 8% 4000 m2 = 320 m2
3.2. ncasrile raionului
Randamentul mediu global este de 60.000 Ron/m2.
R = AR = 60.000 320 = 19.200.000 Ron
3.3. Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)
Nr.

Grupa de mrfuri

Pondere

Crt.

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Tot

ncasrilor
8,60%
12,00%
18,50%
21,00%
6,40%
5,00%
4,10%
5,60%
5,90%
5,50%
4,60%
2,80%
100%

Articole soprt/camping
Jocuri/jucrii
Papetrie/consumabile
Articole menaj i uz casnic
Scule
Sanitare
Vopseluri/accesorii
Articole auto
Hran i accesorii animale
Mobilier
Obiecte de grdinrit
Trolere
-

al
3.4. Adaosul comercial pe fiecare grup de mrfuri (AC)
Nr.

Grupa de mrfuri

Adaosul

Crt.

comerci

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

al
31%
31%
30%
29%
35%
34%
31%
32%
31%
25%

Articole soprt/camping
Jocuri/jucrii
Papetrie/consumabile
Articole menaj i uz casnic
Scule
Sanitare
Vopseluri/accesorii
Articole auto
Hran i accesorii animale
Mobilier

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11.
12.

30%
27%

Obiecte de grdinrit
Trolere

3.5. Valoarea ncasrilor pe fiecare grup de mrfuri


Vgr = PGr R
Nr.

Pondere

Grupa de mrfuri

Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Tot

Articole soprt/camping
Jocuri/jucrii
Papetrie/consumabile
Articole menaj i uz casnic
Scule
Sanitare
Vopseluri/accesorii
Articole auto
Hran i accesorii animale
Mobilier
Obiecte de grdinrit
Trolere
-

Valoarea
ncasrilor (Ron)

ncasrilor
8,60%
12,00%
18,50%
21,00%
6,40%
5,00%
4,10%
5,60%
5,90%
5,50%
4,60%
2,80%
100%

1.651.200,00
2.304.000,00
3.552.000,00
4.032.000,00
1.228.800,00
960.000,00
787.200,00
1.075.200,00
1.132.800,00
1.056.000,00
883.200,00
537.600,00
19.200.000,00

al
3.6. Valoarea achiziiilor pe fiecare grup de mrfuri
VAgr = Vgr/(1+AC)
Nr.

Adaosul

Grupa de mrfuri

Crt.

comerci

Valoarea
achiziiilor (Ron)

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

al
31%
31%
30%
29%
35%
34%
31%
32%
31%
25%
30%
27%

1.260.458,02
1.758.778,63
2.732.307,69
3.125.581,40
910.222,22
716.417,91
600.916,03
814.545,45
864.732,82
844.800,00
679.384,62
423.307,09

Articole soprt/camping
Jocuri/jucrii
Papetrie/consumabile
Articole menaj i uz casnic
Scule
Sanitare
Vopseluri/accesorii
Articole auto
Hran i accesorii animale
Mobilier
Obiecte de grdinrit
Trolere
33

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Tot

14.731.451,88

al
3.7. Marja comercial n expresie valoric pe fiecare grup de mrfuri
MCgr = Vgr - VAgr
Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Tot

Grupa de mrfuri
Articole soprt/camping
Jocuri/jucrii
Papetrie/consumabile
Articole menaj i uz casnic
Scule
Sanitare
Vopseluri/accesorii
Articole auto
Hran i accesorii animale
Mobilier
Obiecte de grdinrit
Trolere
-

al

Valoarea
ncasrilor (Ron)
1.651.200,00
2.304.000,00
3.552.000,00
4.032.000,00
1.228.800,00
960.000,00
787.200,00
1.075.200,00
1.132.800,00
1.056.000,00
883.200,00
537.600,00
19.200.000,0

Valoarea
achiziiilor (Ron)
1.260.458,02
1.758.778,63
2.732.307,69
3.125.581,40
910.222,22
716.417,91
600.916,03
814.545,45
864.732,82
844.800,00
679.384,62
423.307,09
14.731.451,8

Marja comercial
total
390.741,98
545.221,37
819.692,31
906.418,6
318.577,78
243.582,09
186.283,97
260.654,55
268.067,18
211.200,00
203.815,38
114.292,91
4.468.548,12

3.8. Ponderea fiecrei grupe de mrfuri din marja comercial total


MCgr% = MCgr 100 / MCt
Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Tot

Grupa de mrfuri
Articole soprt/camping
Jocuri/jucrii
Papetrie/consumabile
Articole menaj i uz casnic
Scule
Sanitare
Vopseluri/accesorii
Articole auto
Hran i accesorii animale
Mobilier
Obiecte de grdinrit
Trolere
-

Marja comercial
total
390.741,98
545.221,37
819.692,31
906.418,6
318.577,78
243.582,09
186.283,97
260.654,55
268.067,18
211.200,00
203.815,38
114.292,91
4.468.548,12

34

Ponderea din marja


comercial total
8,74%
12,20%
18,34%
20,28%
7,13%
5,45%
4,17%
5,83%
6,00%
4,73%
4,56%
2,56%
100%

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al
4. Calculul linearului
4.1. Calculul linearului la sol
a. Gondol tip A (cu dou rafturi):
L = 4,50 m
l=1m
C = 0,50 m
Ls(A) = 2 L + 2 l + 4 C = 2 4,50 m + 2 1 m + 4 0,50 m = 13
m
b. Gondol tip A1 (cu 3 rafturi):
L = 4,50 m
l=1m
C = 0,50 m
Ls(A1) = 2 L + 2 l + 4 C = 2 4,50 m + 2 1 m + 4 0,50 m = 13
m
c. Gondol tip B (cu 4 rafturi):
L=5m
l=1m
C = 0,50 m
Ls(B) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m
d. Gondol tip B1 (cu 6 rafturi):
L=5m
l=1m
C = 0,50 m
Ls(B1) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m
e. Gondol tip C (cu 4 rafturi):
L = 6,50 m
l=1m
C = 0,50 m
Ls(C) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17
m
f. Gondol tip C1 (cu 6 rafturi):
L = 6,50 m

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l=1m
C = 0,50 m
Ls(C1) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17
m
g. Gondol tip D (gondol de perete, pentru mobil):
L = 7,20 m
l = 2,50 m
Ls(D) = L + 2 l= 7,20 m + 2 2,50 m = 12,20 m
4.2. Calculul linearului dezvoltat
a. Gondol tip A:
Ls(A) = 13 m
nr = 2, nr = numrul de rafturi
Ni = 2, Ni = numrul de gondole
Ld(A) = Ls(A) nr Ni = 13 m 2 2 = 52 m
b. Gondol tip A1:
Ls(A1) = 13 m
nr = 3, nr = numrul de rafturi
Ni = 1, Ni = numrul de gondole
Ld(A1) = Ls(A1) nr Ni = 13 m 3 1 = 39 m
c. Gondol tip B:
Ls(B) = 14 m
nr = 4, nr = numrul de rafturi
Ni = 2, Ni = numrul de gondole
Ld(B) = Ls(B) nr Ni = 14 m 4 2 = 112 m
d. Gondol tip B1:
Ls(B1) = 14 m
nr = 6, nr = numrul de rafturi
Ni = 1, Ni = numrul de gondole
Ld(B1) = Ls(B1) nr Ni = 14 m 6 1 = 84 m
e. Gondol tip C:
Ls(C) = 17 m
nr = 4, nr = numrul de rafturi
Ni = 2, Ni = numrul de gondole

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Ld(C) = Ls(C) nr Ni = 17 m 4 2 = 136 m
f. Gondol tip C1:
Ls(C1) = 17 m
nr = 6, nr = numrul de rafturi
Ni = 1, Ni = numrul de gondole
Ld(C1) = Ls(C1) nr Ni = 17 m 6 1 = 102 m
g. Gondol tip D:
Ls(D) = 12,20 m
nr = 1, nr = numrul de rafturi
Ni = 1, Ni = numrul de gondole
Ld(D) = Ls(D) nr Ni = 12,20 m 1 1 = 12,20 m

4.3. Linearul dezvoltat alocat fiecrei grupe de mrfuri


LGr = MGr% Ldt

Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Grupa de mrfuri
Articole soprt/camping
Jocuri/jucrii
Papetrie/consumabile
Articole menaj i uz casnic
Scule
Sanitare
Vopseluri/accesorii
Articole auto
Hran i accesorii animale
Mobilier
Obiecte de grdinrit
Trolere

Ponderea din marja


comercial total
8,74%
12,20%
18,34%
20,28%
7,13%
5,45%
4,17%
5,83%
6,00%
4,73%
4,56%
2,56%

37

Linearul alocat fiecrei


grupe de mrfuri (m)
46,97
65,55
98,54
108,97
38,30
29,28
22,39
31,34
32,23
25,39
24,50
13,74

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Tot

100%

537,20

al
5. Profitul direct pe produs
Tip Produs
Calculul PDP

Cort
Lei n
cas
78,93
60,25
15,59

Preul de vnzare cu amnuntul


Preul de cumprare
Marja brut
Plus comisoane i alte avantaje
Scont de plat calculat
2,50
Bonificare comercializare
2,20
Total comisioane i alte
4,70
avantaje
Minus costurile directe de manipulare
Munc direct n antrepozit
1,00
Costul stocului n antrepozit
1,10
Costul exploatrii n antrepozit
0,80
Transport antrepozit/Magazin
0,90
Munc direct n magazinul cu
1,20
amnuntul
Costul stocului n magazinul cu
1,00
amnuntul
Costul exploatrii n magazinul
1,24
cu amnuntul
Total costuri directe de
7,24
manipulare
Profit direct pe produs
16,14

Tip Produs

Lac
parchet
Lei n cas

Calculul PDP
Preul de vnzare cu
9,33
amnuntul
Preul de cumprare
7,12
Marja brut
2,21
Plus comisoane i alte avantaje
Scont de plat calculat
0,51
Bonificare comercializare
0,49
Total comisioane i alte
1,00
avantaje
Minus costurile directe de manipulare

Jucrie
plu
Lei n
cas
33,78
25,48
6,66

Top
hrtie
Lei n
cas
8,46
6,51
2,24

Bormain
electric

Chiuveta

Lei n cas

Lei n cas

6,76
5,24
2,21

127,33
94,32
30,32

Lac
parchet
Lei n
cas
51,93
38,75
13,18

1,12
0,98

0,50
0,65

0,34
0,29

2,98
2,56

2,94
3,05

2,10

1,15

0,63

5,54

5,99

0,60
0,70
0,50
0,58

0,35
0,11
0,10
0,51

0,42
0,15
0,16
0,54

1,98
1,76
1,23
1,31

1,00
1,08
1,70
1,45

0,64

0,12

0,14

1,34

1,12

0,50

0,11

0,13

1,98

1,79

0,85

0,45

0,34

2,12

1,54

4,37

1,75

1,88

11,72

9,68

6,03

1,35

0,27

26,83

9,49

Huse
scaune
Lei n cas

Botni
cine
Lei n cas

Lei n cas

Florin n
ghiveci
Lei n cas

Lei n cas

37,55

11,72

1564,05

25,97

52,37

28,45
9,10

8,95
2,77

1251,24
312,81

19,98
5,99

41,24
11,13

1,40
1,20

0,45
0,34

11,23
10,41

0,78
0,68

1,14
0,87

2,60

0,79

21,64

1,46

2,01

38

ifonier

Valiz

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Munc direct n antrepozit
Costul stocului n antrepozit
Costul exploatrii n
antrepozit
Transport
antrepozit/Magazin
Munc direct n magazinul
cu amnuntul
Costul stocului n magazinul
cu amnuntul
Costul exploatrii n
magazinul cu amnuntul
Total costuri directe de
manipulare
Profit direct pe produs

6.

0,32
0,11

0,68
0,81

0,34
0,11

10,03
13,21

0,39
0,12

0,99
1,23

0,10

0,50

0,10

9,87

0,10

1,31

0,49

0,68

0,13

14,13

0,74

0,85

0,11

0,70

0,24

15,21

0,25

0,97

0,09

0,54

0,12

16,75

0,18

1,13

0,52

1,00

0,45

14,25

1,01

1,09

1,74

4,91

1,49

93,45

2,79

7,57

1,47

6,79

2,07

241,00

4,66

5,57

Tehnici de promovare

6.1.
Mostr gratuit
La achiziionarea unui ghiveci pentru flori clientul primete gratuit un plicule cu semine de
roii pentru sdit. Preul unui plicule cu semine de roii este de 1,50 lei.
Pam = 25 lei preul de vnzare cu amnuntul al ghiveciului
AC = 30 % - adaosul comercial aplicat acestui produs
Q1 = 30 buc - cantitatea de marf vndut fr acordarea mostrei.
Q2 = 45 buc cantitatea de marf preconizat a fi vndut cu acordarea mostrei.
Au fost distribuite 40 de mostre: 40 buc 1,50 lei = 60 lei

Pb1 = Q1 MB = 30 4,85 = 145,50 lei


Pb2 = Q2 MB 60 lei= 45 4,85 60 lei = 158,25 lei
6.2.

Reduceri temporale de pret

La achiziionarea oricrui top de hrtie A4 Uni Copy, clientul are o reducere de


15%.
Pam1 = 11,85 lei preul de vnzare cu amnuntul al topului de hrtie fr reducere
Pam2 = 10,07 lei preul de vnzare cu amnuntul al topului de hrtie cu reducerea de 15%
AC = 30 % - adaosul comercial aplicat acestui produs

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Q1 = 100 buc - cantitatea de marf vndut fr reducerea de pre
Q2 = 320 buc cantitatea de marf vndut cu reducerea preului

Pb1 = Q1 MB1 = 100 2,30 = 230 lei


Pb2 = Q2 MB2 = 320 0,80 = 256 lei
6.3.

Pachetul bonus

La achiziionarea unui set de 6 farfurii ntinse Arcoroc, clientul pltete doar 5 dintre
acestea, una fiind bonus. Preul unei farfurii oferite este de 4,5 lei.
Pam = 23 lei preul de vnzare cu amnuntul a setului de farfurii
AC = 29 % - adaosul comercial aplicat acestui produs
Q1 = 20 seturi - cantitatea de marf vndut fr acordarea mostrei.
Q2 = 52 buc cantitatea de marf preconizat a fi vndut cu acordarea mostrei.
Au fost acordate 20 de farfurii: 20 buc 4,50 lei = 90 lei

Pb1 = Q1 MB = 20 4,35 = 87 lei


Pb2 = Q2 MB 90 lei= 52 4,35 90 lei = 136,20 lei
6.4.

Pachetul cuplu

Cortul de 4 persoane se vinde mpreun cu o umbrel de plaj. Costul unei umbrele este de
15,60 lei.
Pam = 165 lei preul de vnzare cu amnuntul
AC = 31 % - adaosul comercial aplicat acestui produs
Q1 = 15 buc - cantitatea de marf vndut fr acordarea umbrelei
Q2 = 30 buc cantitatea de marf preconizat a fi vndut cu acordarea umbrelei

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Au fost acordate 15 umbrele: 17 buc 15,60 lei = 265,20 lei

Pb1 = Q1 MB = 15 32,81 = 492,15 lei


Pb2 = Q2 MB 156 lei= 30 32,81 265,20 lei = 719,10 lei

41

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Iai
-2008-

Cuprins

1.Poziionarea raionului...................................................................................................8
2.Grupe de mrfuri..........................................................................................................8
Grupele de mrfuri care sunt prezente n acest raion sunt:............................................8
a)Audio/Video/Foto:.........................................................................................................8
Camere foto/video digitale; ............................................................................................8
Mp3 Player/Mp4 player;...................................................................................................8
Memory Stick-uri/Carduri memorie (512Mb, 1Gb, 2 Gb, 4 Gb)........................................8
b)Audio mari:...................................................................................................................8
Combine audio;...............................................................................................................8
Sisteme audio (3+1, 5+1);..............................................................................................8
Radio-casetofoane;..........................................................................................................8
Sisteme audio pentru main. ........................................................................................8
c)TV/DVD:........................................................................................................................9
Plasme (diferite dimensiuni);...........................................................................................9
Televizoare (diferite dimensiuni); ...................................................................................9
Dvd playere;....................................................................................................................9
LCD-uri;...........................................................................................................................9
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Siteme Home Cinema;.....................................................................................................9
Suporturi TV (decodoare);...............................................................................................9
Home Theatre (ecran de protecie i video proiector).....................................................9
d)Telefoane:....................................................................................................................9
Mobile;.............................................................................................................................9
Fix;..................................................................................................................................9
Fax; ................................................................................................................................9
SmartPhone;....................................................................................................................9
GPS-PDA..........................................................................................................................9
e)Confort termic:.............................................................................................................9
Aeroterme; .....................................................................................................................9
Calorifere electrice;.........................................................................................................9
Reouri;...........................................................................................................................9
Centrale termice;............................................................................................................9
Aparate de aer condiionat;.............................................................................................9
Boilere;............................................................................................................................9
Ventilatoare;....................................................................................................................9
Umidificatoare.................................................................................................................9
f)Refrigerate:...................................................................................................................9
Frigidere;.........................................................................................................................9
Congelatoare;..................................................................................................................9
Lzi frigorifice;.................................................................................................................9
Combine frigorifice;.........................................................................................................9
Vitrine frigorifice;............................................................................................................9
Vitrine ngheat/salate. .................................................................................................9
g)Maini de splat:..........................................................................................................9
Maini manuale de splat rufe;.....................................................................................10
Maini automate de splat rufe; ...................................................................................10
Maini de splat vase;...................................................................................................10
Usctoare de rufe..........................................................................................................10
h)Maini de gtit:..........................................................................................................10
Aragaze;........................................................................................................................10
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Plite;..............................................................................................................................10
Cuptoare;......................................................................................................................10
Hote; ............................................................................................................................10
Plite electrice;................................................................................................................10
Cuptor cu microunde;....................................................................................................10
Fripteuze electrice;........................................................................................................10
Grtare electrice;..........................................................................................................10
i)Electrocasnice de buctrie:.......................................................................................10
Mixer/Blendere;.............................................................................................................10
Robot de buctrie;.......................................................................................................10
Main de tocat;............................................................................................................10
Prjitor de pine; ..........................................................................................................10
Sandwich maker;...........................................................................................................10
Storctor de fructe;.......................................................................................................10
Cafetiere;......................................................................................................................10
Rnie cafea................................................................................................................10
j)Electrocasnice de menaj: ...........................................................................................10
Aspiratoare;...................................................................................................................10
Fier de clcat;................................................................................................................10
Aspiratoare mici;...........................................................................................................10
Maini de cusut.............................................................................................................10
k)Electrocasnice de igien personal:...........................................................................10
Epilatoare;.....................................................................................................................10
Maini de tuns;..............................................................................................................10
Maini de brbierit;........................................................................................................10
Plci pentru pr; ...........................................................................................................10
Ondulatoare pr;...........................................................................................................11
Usctoare pr;...............................................................................................................11
Perii rotative..................................................................................................................11
l)IT&C:...........................................................................................................................11
Calculatoare; ................................................................................................................11
Notebook-uri;................................................................................................................11
45

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Huge Market
Accesorii notebook;.......................................................................................................11
Periferice PC (tastaturi, mouse-uri, imprimante, multifuncionale, scanere, webcam-uri
etc.);..............................................................................................................................11
Componente PC;............................................................................................................11
Monitoare (LCD, CRT)....................................................................................................11
m)Diverse:.....................................................................................................................11
Prize;.............................................................................................................................11
Becuri;...........................................................................................................................11
Prelungitoare; ...............................................................................................................11
ntreruptoare;..............................................................................................................11
Baterii;...........................................................................................................................11
Tripluri;..........................................................................................................................11
Cabluri;..........................................................................................................................11
Mufe..............................................................................................................................11
3.Calculul indicatorilor...................................................................................................11
3.1.Aria raionului...........................................................................................................11
n urma ncasrilor obinute n anul precedent, s-a decis ca suprafaa acestui raion s
reprezinte 12% (inclusiv holul) din suprafaa total a hypermarket-ului.......................11
AR = 12% 4000 m2 = 480 m2...................................................................................11
3.2.ncasrile raionului..................................................................................................11
Randamentul mediu global este de 60.000 Ron / m2...................................................11
R = AR = 60.000 480 = 28.800.000 Ron............................................................11
3.3.Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)..........................................11
Nr..................................................................................................................................11
Crt.................................................................................................................................11
Grupa de mrfuri...........................................................................................................11
Ponderea.......................................................................................................................11
ncasrilor......................................................................................................................11
1....................................................................................................................................12
Audio/Video/Foto...........................................................................................................12
10,00%..........................................................................................................................12
2....................................................................................................................................12

46

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Huge Market
Audio mari.....................................................................................................................12
7,00%............................................................................................................................12
3....................................................................................................................................12
TV/DVD..........................................................................................................................12
9,50%............................................................................................................................12
4....................................................................................................................................12
Telefoane......................................................................................................................12
4,50%............................................................................................................................12
5....................................................................................................................................12
Confort termic...............................................................................................................12
5,00%............................................................................................................................12
6....................................................................................................................................12
Refrigerate....................................................................................................................12
8,00%............................................................................................................................12
7....................................................................................................................................12
Maini de splat............................................................................................................12
9,50%............................................................................................................................12
8....................................................................................................................................12
Maini de gtit...............................................................................................................12
9,50%............................................................................................................................12
9....................................................................................................................................12
Electrocasnice de buctrie..........................................................................................12
8,00%............................................................................................................................12
10..................................................................................................................................12
Electrocasnice de menaj...............................................................................................12
8,50%............................................................................................................................12
11..................................................................................................................................12
Electrocasnice de igien personal...............................................................................12
6,50%............................................................................................................................12
12..................................................................................................................................12
IT&C..............................................................................................................................12
11,00%..........................................................................................................................12
47

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Huge Market
13..................................................................................................................................12
Diverse..........................................................................................................................12
3,00%............................................................................................................................12
Total..............................................................................................................................12
-.....................................................................................................................................12
100%.............................................................................................................................12
3.4.Adaosul comercial pe fiecare grup de mrfuri (AC)...............................................12
Nr..................................................................................................................................12
Crt.................................................................................................................................12
Grupa de mrfuri...........................................................................................................12
Adaosul.........................................................................................................................12
Comercial......................................................................................................................12
1....................................................................................................................................12
Audio/Video/Foto...........................................................................................................12
25%...............................................................................................................................12
2....................................................................................................................................12
Audio mari.....................................................................................................................12
27%...............................................................................................................................12
3....................................................................................................................................12
TV/DVD..........................................................................................................................12
23%...............................................................................................................................12
4....................................................................................................................................12
Telefoane......................................................................................................................12
28%...............................................................................................................................12
5....................................................................................................................................12
Confort termic...............................................................................................................12
22%...............................................................................................................................12
6....................................................................................................................................12
Refrigerate....................................................................................................................12
22%...............................................................................................................................12
7....................................................................................................................................12
Maini de splat............................................................................................................12
48

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Huge Market
21%...............................................................................................................................12
8....................................................................................................................................12
Maini de gtit...............................................................................................................12
23%...............................................................................................................................12
9....................................................................................................................................12
Electrocasnice de buctrie..........................................................................................12
25%...............................................................................................................................12
10..................................................................................................................................12
Electrocasnice de menaj...............................................................................................12
25%...............................................................................................................................12
11..................................................................................................................................12
Electrocasnice de igien personal...............................................................................12
26%...............................................................................................................................12
12..................................................................................................................................12
IT&C..............................................................................................................................12
20%...............................................................................................................................12
13..................................................................................................................................12
Diverse..........................................................................................................................12
30%...............................................................................................................................12
3.5.Valoara ncasrilor pe fiecare grup de mrfuri......................................................12
Vgr = PGr R...............................................................................................................12
Nr..................................................................................................................................12
Crt.................................................................................................................................12
Grupa de mrfuri...........................................................................................................12
Ponderea.......................................................................................................................12
ncasrilor......................................................................................................................12
Valoarea ncasrilor (Ron).............................................................................................12
1....................................................................................................................................12
Audio/Video/Foto...........................................................................................................12
10,00%..........................................................................................................................12
2.880.000,00.................................................................................................................12
2....................................................................................................................................12
49

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Huge Market
Audio mari.....................................................................................................................12
7,00%............................................................................................................................12
2.016.000,00.................................................................................................................12
3....................................................................................................................................12
TV/DVD..........................................................................................................................12
9,50%............................................................................................................................12
2.736.000,00.................................................................................................................12
4....................................................................................................................................13
Telefoane......................................................................................................................13
4,50%............................................................................................................................13
1.296.000,00.................................................................................................................13
5....................................................................................................................................13
Confort termic...............................................................................................................13
5,00%............................................................................................................................13
1.440.000,00.................................................................................................................13
6....................................................................................................................................13
Refrigerate....................................................................................................................13
8,00%............................................................................................................................13
2.304.000,00.................................................................................................................13
7....................................................................................................................................13
Maini de splat............................................................................................................13
9,50%............................................................................................................................13
2.736.000,00.................................................................................................................13
8....................................................................................................................................13
Maini de gtit...............................................................................................................13
9,50%............................................................................................................................13
2.736.000,00.................................................................................................................13
9....................................................................................................................................13
Electrocasnice de buctrie..........................................................................................13
8,00%............................................................................................................................13
2.304.000,00.................................................................................................................13
10..................................................................................................................................13
50

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Huge Market
Electrocasnice de menaj...............................................................................................13
8,50%............................................................................................................................13
2.448.000,00.................................................................................................................13
11..................................................................................................................................13
Electrocasnice de igien personal...............................................................................13
6,50%............................................................................................................................13
1.872.000,00.................................................................................................................13
12..................................................................................................................................13
IT&C..............................................................................................................................13
11,00%..........................................................................................................................13
3.168.000,00.................................................................................................................13
13..................................................................................................................................13
Diverse..........................................................................................................................13
3,00%............................................................................................................................13
864.000,00....................................................................................................................13
Total..............................................................................................................................13
-.....................................................................................................................................13
100%.............................................................................................................................13
28.800.000,00...............................................................................................................13
3.6.Valoarea achiziiilor pe fiecare grup de mrfuri.....................................................13
VAgr = Vgr/(1+AC).......................................................................................................13
Nr..................................................................................................................................13
Crt.................................................................................................................................13
Grupa de mrfuri...........................................................................................................13
Adaosul.........................................................................................................................13
Comercial......................................................................................................................13
Valoarea achiziiilor (Ron).............................................................................................13
1....................................................................................................................................13
Audio/Video/Foto...........................................................................................................13
25%...............................................................................................................................13
2.304.000,00.................................................................................................................13
2....................................................................................................................................13
51

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Huge Market
Audio mari.....................................................................................................................13
27%...............................................................................................................................13
1.587.401,57.................................................................................................................13
3....................................................................................................................................13
TV/DVD..........................................................................................................................13
23%...............................................................................................................................13
2.224.390,24.................................................................................................................13
4....................................................................................................................................13
Telefoane......................................................................................................................13
28%...............................................................................................................................13
1.012.500,00.................................................................................................................13
5....................................................................................................................................13
Confort termic...............................................................................................................13
22%...............................................................................................................................13
1.180.327,87.................................................................................................................13
6....................................................................................................................................13
Refrigerate....................................................................................................................13
22%...............................................................................................................................13
1.888.524,59.................................................................................................................13
7....................................................................................................................................13
Maini de splat............................................................................................................13
21%...............................................................................................................................13
2.261.157,02.................................................................................................................13
8....................................................................................................................................13
Maini de gtit...............................................................................................................13
23%...............................................................................................................................13
2.224.390.24.................................................................................................................13
9....................................................................................................................................13
Electrocasnice de buctrie..........................................................................................13
25%...............................................................................................................................13
1.843.200,00.................................................................................................................13
10..................................................................................................................................13
52

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i-ai s vezi c vii i mine!
Huge Market
Electrocasnice de menaj...............................................................................................13
25%...............................................................................................................................13
1.958.400,00.................................................................................................................13
11..................................................................................................................................13
Electrocasnice de igien personal...............................................................................13
26%...............................................................................................................................13
1.485.714,29.................................................................................................................13
12..................................................................................................................................13
IT&C..............................................................................................................................13
20%...............................................................................................................................13
2.640.000,00.................................................................................................................13
13..................................................................................................................................13
Diverse..........................................................................................................................13
30%...............................................................................................................................13
664.615,38....................................................................................................................13
Total..............................................................................................................................13
-.....................................................................................................................................13
-.....................................................................................................................................13
23.274.621,20...............................................................................................................13
3.7.Marja comercial n expresie valoric pe fiecare grup de mrfuri.........................13
MCgr = Vgr - VAgr........................................................................................................13
Nr..................................................................................................................................13
Crt.................................................................................................................................13
Grupa de mrfuri...........................................................................................................13
Valoarea ncasrilor (Ron).............................................................................................13
Valoarea achiziiilor (Ron).............................................................................................13
Marja comercial total.................................................................................................13
1....................................................................................................................................13
Audio/Video/Foto...........................................................................................................13
2.880.000,00.................................................................................................................13
2.304.000,00.................................................................................................................13
576.000,00....................................................................................................................13
53

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Huge Market
2....................................................................................................................................13
Audio mari.....................................................................................................................13
2.016.000,00.................................................................................................................13
1.587.401,57.................................................................................................................13
428.598,43....................................................................................................................13
3....................................................................................................................................14
TV/DVD..........................................................................................................................14
2.736.000,00.................................................................................................................14
2.224.390,24.................................................................................................................14
511.609,76....................................................................................................................14
4....................................................................................................................................14
Telefoane......................................................................................................................14
1.296.000,00.................................................................................................................14
1.012.500,00.................................................................................................................14
283.500,00....................................................................................................................14
5....................................................................................................................................14
Confort termic...............................................................................................................14
1.440.000,00.................................................................................................................14
1.180.327,87.................................................................................................................14
259.672,13....................................................................................................................14
6....................................................................................................................................14
Refrigerate....................................................................................................................14
2.304.000,00.................................................................................................................14
1.888.524,59.................................................................................................................14
415.475,41....................................................................................................................14
7....................................................................................................................................14
Maini de splat............................................................................................................14
2.736.000,00.................................................................................................................14
2.261.157,02.................................................................................................................14
474.842,98....................................................................................................................14
8....................................................................................................................................14
Maini de gtit...............................................................................................................14
54

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
2.736.000,00.................................................................................................................14
2.224.390.24.................................................................................................................14
511.609,76....................................................................................................................14
9....................................................................................................................................14
Electrocasnice de buctrie..........................................................................................14
2.304.000,00.................................................................................................................14
1.843.200,00.................................................................................................................14
460.800,00....................................................................................................................14
10..................................................................................................................................14
Electrocasnice de menaj...............................................................................................14
2.448.000,00.................................................................................................................14
1.958.400,00.................................................................................................................14
489.600,00....................................................................................................................14
11..................................................................................................................................14
Electrocasnice de igien personal...............................................................................14
1.872.000,00.................................................................................................................14
1.485.714,29.................................................................................................................14
386.285,71....................................................................................................................14
12..................................................................................................................................14
IT&C..............................................................................................................................14
3.168.000,00.................................................................................................................14
2.640.000,00.................................................................................................................14
528.000,00....................................................................................................................14
13..................................................................................................................................14
Diverse..........................................................................................................................14
864.000,00....................................................................................................................14
664.615,38....................................................................................................................14
199.384,62....................................................................................................................14
Total..............................................................................................................................14
-.....................................................................................................................................14
28.800.000,00...............................................................................................................14
23.274.621,20...............................................................................................................14
55

Hai la mine cumperi bine,


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Huge Market
5.525.378,80.................................................................................................................14
3.8.Ponderea fiecrei grupe de mrfuri din marja comercial total............................14
MCgr% = MCgr 100 / MCt............................................................................................14
Nr..................................................................................................................................14
Crt.................................................................................................................................14
Grupa de mrfuri...........................................................................................................14
Marja comercial total.................................................................................................14
Ponderea din marja comercial total...........................................................................14
1....................................................................................................................................14
Audio/Video/Foto...........................................................................................................14
576.000,00....................................................................................................................14
10,42%..........................................................................................................................14
2....................................................................................................................................14
Audio mari.....................................................................................................................14
428.598,43....................................................................................................................14
7,76%............................................................................................................................14
3....................................................................................................................................14
TV/DVD..........................................................................................................................14
511.609,76....................................................................................................................14
9,26%............................................................................................................................14
4....................................................................................................................................14
Telefoane......................................................................................................................14
283.500,00....................................................................................................................14
5,13%............................................................................................................................14
5....................................................................................................................................14
Confort termic...............................................................................................................14
259.672,13....................................................................................................................14
4,70%............................................................................................................................14
6....................................................................................................................................14
Refrigerate....................................................................................................................14
415.475,41....................................................................................................................14
7,52%............................................................................................................................14
56

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Huge Market
7....................................................................................................................................14
Maini de splat............................................................................................................14
474.842,98....................................................................................................................14
8,59%............................................................................................................................14
8....................................................................................................................................14
Maini de gtit...............................................................................................................14
511.609,76....................................................................................................................14
9,26%............................................................................................................................14
9....................................................................................................................................14
Electrocasnice de buctrie..........................................................................................14
460.800,00....................................................................................................................14
8,34%............................................................................................................................14
10..................................................................................................................................14
Electrocasnice de menaj...............................................................................................14
489.600,00....................................................................................................................14
8,86%............................................................................................................................14
11..................................................................................................................................14
Electrocasnice de igien personal...............................................................................14
386.285,71....................................................................................................................14
6,99%............................................................................................................................14
12..................................................................................................................................14
IT&C..............................................................................................................................14
528.000,00....................................................................................................................14
9,56%............................................................................................................................14
13..................................................................................................................................14
Diverse..........................................................................................................................14
199.384,62....................................................................................................................14
3.61%............................................................................................................................14
Total..............................................................................................................................14
-.....................................................................................................................................14
5.525.378,80.................................................................................................................14
100%.............................................................................................................................14
57

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4.Profitul direct pe produs.............................................................................................14
5.Calculul linearului.......................................................................................................16
5.1.Calculul linearului la sol.......................................................................................16
5.1.1.Pentru gondole de tip A, A1, A2:.......................................................................16
L = 6 m......................................................................................................................16
l = 1 m.......................................................................................................................16
C = 0,50 m.................................................................................................................16
Ls(A) = Ls(A1) = Ls(A2) = 2 L + 2 l + 4 C = 2 6 m + 2 1 m + 4 0,50 m = 16
m................................................................................................................................16
5.1.2.Pentru gondole de tip B, B1, B2:.......................................................................16
L = 6,50 m.................................................................................................................16
l = 1 m.......................................................................................................................16
C = 0,50 m.................................................................................................................16
Ls(B) = Ls(B1) = Ls(B2) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m =
17 m...........................................................................................................................16
5.1.3.Pentru gondole de tip C, C1, C2:.......................................................................16
L = 5 m......................................................................................................................16
l = 1 m.......................................................................................................................16
C = 0,50 m.................................................................................................................16
Ls(C) = Ls(C1) = Ls(C2) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14
m................................................................................................................................16
5.1.4.Pentru gondole de tip D i D1 (gondole de perete):..........................................16
L = 10 m....................................................................................................................16
l = 1 m.......................................................................................................................17
Ls(D) = Ls(D1) = L + 2 l = 10 m + 2 1 m = 12 m..................................................17
5.1.5.Pentru gondole de tip D2 (gondol de perete):.................................................17
L = 8,50 m.................................................................................................................17
l = 1 m.......................................................................................................................17
Ls(D2) = L + 2 l = 8,50 m + 2 1 m = 10,50 m.......................................................17
5.1.6.Pentru gondole de tip D3 (gondol de perete):.................................................17
L = 5 m......................................................................................................................17
l = 1 m.......................................................................................................................17

58

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Ls(D3) = L + 2 l = 5 m + 2 1 m = 7 m...................................................................17
5.1.7.Pentru gondole de tip D4 (gondol de perete):.................................................17
L = 9,10 m.................................................................................................................17
l = 1 m.......................................................................................................................17
Ls(D4) = L + 2 l = 9,10 m + 2 1 m = 11,10 m......................................................17
5.1.8.Pentru gondole de tip E (gondol de perete):...................................................17
L = 8,50 m.................................................................................................................17
l = 0,50 m..................................................................................................................17
Ls(E) = L + 2 l = 8,50 m + 2 0,50 m = 9,50 m.....................................................17
5.1.9.Pentru gondole de tip F (punct de vnzare cu vitrine):.....................................17
L = 2 m......................................................................................................................17
l = 0,50 m..................................................................................................................17
Ls(F) = L + 2 l = 2 m + 2 0,50 m = 3 m................................................................17
5.1.10.Pentru gondole de tip F1 (punct de vnzare cu vitrine):.................................17
L = 4 m......................................................................................................................17
l = 0,50 m..................................................................................................................17
Ls(F1) = L + 2 l = 4 m + 2 0,50 m = 5 m..............................................................17
5.2.Calculul linearului dezvoltat.................................................................................17
5.2.1.Gondole de tip A:..............................................................................................17
Ls(A) = 16 m............................................................................................................17
nr (numrul de rafturi) = 3.......................................................................................17
Ni (numrul de gondole de acest tip) = 2................................................................17
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................17
Ld(A) = Ls(A) nr Ni = 16 m 3 2 = 96 m............................................................18
5.2.2.Gondole de tip A1:............................................................................................18
Ls(A1) = 16 m..........................................................................................................18
nr (numrul de rafturi) = 4.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(A1) = Ls(A1) nr Ni = 16 m 4 1 = 64 m........................................................18
5.2.3.Gondole de tip A2:............................................................................................18
Ls(A2) = 16 m..........................................................................................................18
59

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nr (numrul de rafturi) = 6.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(A2) = Ls(A2) nr Ni = 16 m 6 1 = 96 m........................................................18
5.2.4.Gondole de tip B:..............................................................................................18
Ls(B) = 17 m............................................................................................................18
nr (numrul de rafturi) = 3.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(B) = Ls(B) nr Ni = 17 m 3 1 = 51 m............................................................18
5.2.5.Gondole de tip B1:............................................................................................18
Ls(B1) = 17 m..........................................................................................................18
nr (numrul de rafturi) = 4.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(B1) = Ls(B1) nr Ni = 17 m 4 1 = 68 m........................................................18
5.2.6.Gondole de tip B2:............................................................................................18
Ls(B2) = 17 m..........................................................................................................18
nr (numrul de rafturi) = 2.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(B2) = Ls(B2) nr Ni = 17 m 2 1 = 34 m........................................................18
5.2.7.Gondole de tip C:..............................................................................................18
Ls(C) = 14 m............................................................................................................18
nr (numrul de rafturi) = 3.......................................................................................18
Ni (numrul de gondole de acest tip) = 4................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(C) = Ls(C) nr Ni = 14 m 3 4 = 168 m..........................................................19
5.2.8.Gondole de tip C1:............................................................................................19
Ls(C1) = 14 m..........................................................................................................19
nr (numrul de rafturi) = 5.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
60

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Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(C1) = Ls(C1) nr Ni = 14 m 5 1 = 70 m........................................................19
5.2.9.Gondole de tip C2:............................................................................................19
Ls(C2) = 14 m..........................................................................................................19
nr (numrul de rafturi) = 2.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(C2) = Ls(C2) nr Ni = 14 m 2 1 = 28 m........................................................19
5.2.10.Gondole de tip D:............................................................................................19
Ls(D) = 12 m............................................................................................................19
nr (numrul de rafturi) = 1.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(D) = Ls(D) nr Ni = 12 m 1 1 = 12 m...........................................................19
5.2.11.Gondole de tip D1:..........................................................................................19
Ls(D1) = 12 m..........................................................................................................19
nr (numrul de rafturi) = 2.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(D1) = Ls(D1) nr Ni = 12 m 2 1 = 24 m.......................................................19
5.2.12.Gondole de tip D2:..........................................................................................19
Ls(D2) = 10,50 m.....................................................................................................19
nr (numrul de rafturi) = 2.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(D2) = Ls(D2) nr Ni = 10,50 m 2 1 = 21 m..................................................19
5.2.13.Gondole de tip D3:..........................................................................................19
Ls(D3) = 7 m............................................................................................................20
nr (numrul de rafturi) = 1.......................................................................................20
Ni (numrul de gondole de acest tip) = 1................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(D3) = Ls(D3) nr Ni = 7 m 1 1 = 7 m...........................................................20
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5.2.14.Gondole de tip D4:..........................................................................................20
Ls(D4) = 11,10 m.....................................................................................................20
nr (numrul de rafturi) = 2.......................................................................................20
Ni (numrul de gondole de acest tip) = 1................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(D4) = Ls(D4) nr Ni = 11,10 m 2 1 = 22,20 m.............................................20
5.2.15.Gondole de tip E:.............................................................................................20
Ls(E) = 9,50 m.........................................................................................................20
nr (numrul de rafturi) = 3.......................................................................................20
Ni (numrul de gondole de acest tip) = 1................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(E) = Ls(E) nr Ni = 9,50 m 3 1 = 28,50 m....................................................20
5.2.16.Gondole de tip F:.............................................................................................20
Ls(F) = 13 m............................................................................................................20
nr (numrul de rafturi) = 1.......................................................................................20
Ni (numrul de gondole de acest tip) = 2................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(F) = Ls(F) nr Ni = 3 m 1 2 = 6 m.................................................................20
5.2.17.Gondole de tip F1:...........................................................................................20
Ls(F1) = 5 m............................................................................................................20
nr (numrul de rafturi) = 1.......................................................................................20
Ni (numrul de gondole de acest tip) = 2................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(F1) = Ls(F1) nr Ni = 5 m 1 2 = 10 m...........................................................20
5.3.Linearul dezvoltat alocat fiecrei grupe de mrfuri..............................................21
LGr = MGr% Ldt.....................................................................................................21
.................................................................................................................................21
Nr..................................................................................................................................21
Crt.................................................................................................................................21
Grupa de mrfuri...........................................................................................................21
Ponderea din marja comercial total...........................................................................21
Linearul dezvoltat alocat grupei de mrfuri (m)............................................................21
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1....................................................................................................................................21
Audio/Video/Foto...........................................................................................................21
10,42%..........................................................................................................................21
83,99.............................................................................................................................21
2....................................................................................................................................21
Audio mari.....................................................................................................................21
7,76%............................................................................................................................21
62,50.............................................................................................................................21
3....................................................................................................................................21
TV/DVD..........................................................................................................................21
9,26%............................................................................................................................21
74,60.............................................................................................................................21
4....................................................................................................................................21
Telefoane......................................................................................................................21
5,13%............................................................................................................................21
41,34.............................................................................................................................21
5....................................................................................................................................21
Confort termic...............................................................................................................21
4,70%............................................................................................................................21
37,86.............................................................................................................................21
6....................................................................................................................................21
Refrigerate....................................................................................................................21
7,52%............................................................................................................................21
60,58.............................................................................................................................21
7....................................................................................................................................21
Maini de splat............................................................................................................21
8,59%............................................................................................................................21
69,24.............................................................................................................................21
8....................................................................................................................................21
Maini de gtit...............................................................................................................21
9,26%............................................................................................................................21
74,60.............................................................................................................................21
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9....................................................................................................................................21
Electrocasnice de buctrie..........................................................................................21
8,34%............................................................................................................................21
67,19.............................................................................................................................21
10..................................................................................................................................21
Electrocasnice de menaj...............................................................................................21
8,86%............................................................................................................................21
71,39.............................................................................................................................21
11..................................................................................................................................21
Electrocasnice de igien personal...............................................................................21
6,99%............................................................................................................................21
56,33.............................................................................................................................21
12..................................................................................................................................21
IT&C..............................................................................................................................21
9,56%............................................................................................................................21
76,99.............................................................................................................................21
13..................................................................................................................................21
Diverse..........................................................................................................................21
3.61%............................................................................................................................21
29,07.............................................................................................................................21
Total..............................................................................................................................21
-.....................................................................................................................................21
100%.............................................................................................................................21
805,70...........................................................................................................................21
6.Tehnici de promovare................................................................................................21
Promovarea la locul de vanzare:...................................................................................21
Nr..................................................................................................................................22
Crt.................................................................................................................................22
1....................................................................................................................................22
2....................................................................................................................................22
3....................................................................................................................................22
4....................................................................................................................................22
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5....................................................................................................................................22
6....................................................................................................................................22
Nr..................................................................................................................................23
Crt.................................................................................................................................23
Pachet 1+1....................................................................................................................23
Pre achiziie.................................................................................................................23
Adaosul.........................................................................................................................23
Comercial......................................................................................................................23
Pre vnzare..................................................................................................................23
(lei)................................................................................................................................23
Pre pachet....................................................................................................................23
(lei)................................................................................................................................23
Reducere.......................................................................................................................23
%...................................................................................................................................23
Pre final pachet............................................................................................................23
1....................................................................................................................................23
Sistem audio ................................................................................................................23
224................................................................................................................................23
30%...............................................................................................................................23
320................................................................................................................................23
400................................................................................................................................23
25..................................................................................................................................23
300................................................................................................................................23
2....................................................................................................................................23
MP3 Player Philips.........................................................................................................23
56..................................................................................................................................23
30%...............................................................................................................................23
80..................................................................................................................................23
Nr..................................................................................................................................23
Crt.................................................................................................................................23
Pachet 1+1....................................................................................................................23
Pre achiziie.................................................................................................................23
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Adaosul.........................................................................................................................23
Comercial......................................................................................................................23
Pre vnzare..................................................................................................................23
(lei)................................................................................................................................23
ncasri..........................................................................................................................23
Costuri...........................................................................................................................23
Beneficiu.......................................................................................................................23
1....................................................................................................................................23
Cuptor cu microunde ....................................................................................................23
Zanussi..........................................................................................................................23
409................................................................................................................................23
20%...............................................................................................................................23
490.8.............................................................................................................................23
490.8.............................................................................................................................23
452................................................................................................................................23
38.8...............................................................................................................................23
2....................................................................................................................................23
Set vase termoizolante ENNA.......................................................................................23
43..................................................................................................................................23
20%...............................................................................................................................23
51.6...............................................................................................................................23
......................................................................................................................................24
......................................................................................................................................24
Iai.................................................................................................................................25
-2008-............................................................................................................................25
1. Poziionarea raionului i amenajarea interioar........................................................27
Poziionarea raionului...................................................................................................27
Raionul bazar este cel mai mic raion din cadrul hypermarket-ului, fiind amplasat ntre
raionul audio-video-electrocasnice (situat n partea de est) i raionul textile (situat n
partea de vest). n partea de nord a raionului se afl depozitul aferent acestuia, iar n
partea de sud se nvecineaz cu o poriune din hol unde sunt expuse produse de
sezon.............................................................................................................................27

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Datorit ncasrilor obinute n anul anterior, suprafaa raionului a fost realocat n
proporie de 8% (adic 320 m2 cu tot cu hol) din suprafaa total de 4000 m2 a
hypermarket-ului. Se prezint sub forma unui dreptunghi aezat n poziie vertical, cu
dimensiunile de 26,5 m, i respectiv 10,2 m. Toat suprafaa raionului este pavat pe
jos cu gresie de culoare albastr i roie pentru exterior, cu excepia unei suprafee de
12.20 m2 unde sunt expuse produse de mobilier, care este pavat cu parchet laminat,
ceea ce confer o atmosfer de cas i totodat elegan...........................................27
Amenajarea interioar..................................................................................................27
Raionul prezint o gam variat de produse ce acoper n mare parte nevoile
consumatorilor, adresndu-se tuturor tipurilor de consumatori. Grupele de mrfuri
prezente n aceste raion sunt expuse pe nou gondole clasice, cu capete drepte, de
diferite dimensiuni i cu un numr variabil de rafturi. ..................................................27
Mrfurile sunt dispuse ntr-un mod plcut i armonios pe gondole, astfel nct s
atrag atenia clientului, la capetele fiecrei gondole fiind prezentate promoiile
sptmnii.....................................................................................................................27
Acest raion dispune de un singur depozit situat n partea de nord, pentru o
aprovizionare rapid i uoar, n special pentru mobilier i pentru produsele de un
volum mai mare............................................................................................................27
Tipurile de gondole folosite n cadrul acestui raion sunt prezentate mai jos la punctul
4.1.................................................................................................................................27
.....................................................................................................................................27
2. Grupe de mrfuri.......................................................................................................27
Grupele de mrfuri disponibile n acest raion se prezint astfel:..................................27
a)Articole sport/camping:..............................................................................................27
Schiuri i clpari;

......................................................................................................27

Rolle, skateboard, patine;.............................................................................................27


Mingi de baschet, fotbal, volei, tenis de cmp i ping-pong;.........................................27
Rachete de tenis de cmp, rachete de badminton, palete tenis de mas i huse pentru
acestea;.........................................................................................................................27
Undie i accesorii pentru pescuit;................................................................................27
Biciclete i triciclete;.....................................................................................................27
Produse de camping: cort 4 persoane, cort 6 persoane, rucsac adventure kid, sac de
dormit cu/fr glug, izoprene, scunele, mas pliant picnic, scaune pliante picnic,
grtar, lamp gaz, rucsac de umr...............................................................................28
b)Jocuri/jucrii:..............................................................................................................28
Jucrii de plu (ursulei, broscue, celui etc.) diferite mrimi;................................28

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Ppui+accesorii ppui (hinue, case etc);................................................................28
Mainue simple, mainue cu telecomand, mainue cu motora (diferite mrimi);. .28
Roboei;.........................................................................................................................28
Puzzle, remy, ah, table, monopoly, minibiliard, scrable;..............................................28
Piese Lego;....................................................................................................................28
c)Papetrie/consumabile:..............................................................................................28
Caiete dictando i matematic (A4 i A5);....................................................................28
Pixuri, creioane, marker, culori, acuarele, pensule;......................................................28
Mape, folii, dosare (plastic i carton cu/fr in);........................................................28
Bibliorafturi;..................................................................................................................28
Topuri hrtie xerox, topuri coli de scris;........................................................................28
Agende (mari i mici);...................................................................................................28
Calculatoare de buzunar;..............................................................................................28
Lanterne;.......................................................................................................................28
Foarfece;.......................................................................................................................28
Suport pixuri, suport cd-uri, suport diskete;..................................................................28
Cd-uri, Dvd-uri, diskete, casete audio i video;.............................................................28
Carcase/Plicuri pentru Cd-uri i Dvd-uri;........................................................................28
Capsatoare i perforatoare;...........................................................................................28
Agrafe birou, bolduri, superglue, capse perforator........................................................28
d)Articole menaj i uz casnic:........................................................................................28
Bibelouri i vaze;...........................................................................................................28
Lumnri i beioare parfumate, suport beioare parfumate, uleiuri parfumate;.......28
Suveniruri;.....................................................................................................................28
Flori artificiale;..............................................................................................................28
Oale, fripteuse, tigi, capace tigi, tave aragaz;...........................................................29
Farfurii, boluri;...............................................................................................................29
Pahare;..........................................................................................................................29
Tacmuri;......................................................................................................................29
Mop-uri, mturi, forae, perii haine/covor;....................................................................29
Ligheane, balii, couri rufe;...........................................................................................29
Toctoare;.....................................................................................................................29
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Cutii plastic pentru depozitarea mncrii;.....................................................................29
Suporturi prosoape de buctrie, suporturi folii de prospeime;...................................29
e)Scule:.........................................................................................................................29
Bormain electric cu/fr acumulator;.......................................................................29
Set chei (6-20), set urubelnie, set dli;.....................................................................29
Patente, ciocane, chei reglabile;...................................................................................29
Flex electric;..................................................................................................................29
Ferstru electric;.........................................................................................................29
Gealu electric;.............................................................................................................29
lefuitor electric;...........................................................................................................29
Discuri pentru flex, burghie bormain;........................................................................29
Geni de scule i unelte;................................................................................................29
Truse scule pentru reea;..............................................................................................29
Aparat sudur + electrozi;............................................................................................29
Scule pneumatice (bormain, flex);.............................................................................29
Compresor.....................................................................................................................29
f)Sanitare:.....................................................................................................................29
Lavoar i picioare lavoar;..............................................................................................29
Chiuvet buctrie;.......................................................................................................29
Bideuri;..........................................................................................................................29
Czi;..............................................................................................................................29
Lavoare wc i rezervoare wc;........................................................................................29
Dulap baie;....................................................................................................................29
Faian i gresie;...........................................................................................................29
Baterii lavoar, baterii du, baterii bideu, baterii buctrie;...........................................29
Accesorii (furtune, conectori etc)..................................................................................30
g)Vopseluri/accesorii:....................................................................................................30
Lacuri mobil;................................................................................................................30
Lacuri parchet;..............................................................................................................30
Vopseluri (diverse culori)...............................................................................................30
Pensule vopsea;............................................................................................................30
Deruginol;......................................................................................................................30
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Diluant;..........................................................................................................................30
Var lavabil + colorani; .................................................................................................30
Bidinele, trafalete, pistol compresor.............................................................................30
h)Articole auto:..............................................................................................................30
Becuri;...........................................................................................................................30
Cauciucuri iarn/var;...................................................................................................30
Lanuri;..........................................................................................................................30
Preuri;..........................................................................................................................30
Odorizante;....................................................................................................................30
Capace roi;...................................................................................................................30
Truse medicale;.............................................................................................................30
Stingtor;......................................................................................................................30
Triunghiuri;....................................................................................................................30
Aspiratoare;...................................................................................................................30
Jante aliaj;.....................................................................................................................30
Uleiuri (ulei motor, ulei cutie, ulei direcie)...................................................................30
i)Hrana i accesorii animale:.........................................................................................30
Hran pentru cini, pisici, peti, psri (mncare la cutie, mncare uscat);...............30
Acvarii;..........................................................................................................................30
Colivii;...........................................................................................................................30
Jucrii pentru cini i pisici;...........................................................................................30
Accesorii acvarii;...........................................................................................................30
Hinue pentru animale de cas;..................................................................................30
Cri dresaj;...................................................................................................................30
Lese, hamuri, botnie;...................................................................................................30
Zgard metalic i zgard deparazitar........................................................................31
j)Mobilier:......................................................................................................................31
Scaune ergonomice;......................................................................................................31
Scaune directoriale;......................................................................................................31
Birou scris, birou calculator;..........................................................................................31
Set canapea+dou fotolii;.............................................................................................31
Msue;.........................................................................................................................31
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Mese buctrie;.............................................................................................................31
ifoniere;.......................................................................................................................31
Pat dublu dormitor;.......................................................................................................31
Pat copii;.......................................................................................................................31
Bibliotec;.....................................................................................................................31
Suport mobil costume+bar de susinere;....................................................................31
Scaune pliante, scaune cu picioare de inox..................................................................31
k)Obiecte de grdinrit:................................................................................................31
Ghivece;........................................................................................................................31
Geni de grdinrit;.......................................................................................................31
Maini de tuns gazon;....................................................................................................31
Foarfece de grdin;.....................................................................................................31
Greble, lopei, spligi;..................................................................................................31
Semine plante;.............................................................................................................31
Stropitori;......................................................................................................................31
Instalaii irigaii (furtune, aspensoare)..........................................................................31
l)Trolere:........................................................................................................................31
Geni laptop;.................................................................................................................31
Geni voiaj;....................................................................................................................31
Valize;...........................................................................................................................31
Geni camere foto/video;...............................................................................................31
Serviete.........................................................................................................................31
3. Calculul indicatorilor..................................................................................................31
3.1. Aria raionului.........................................................................................................31
n urma ncasrilor obinute n anul precedent, s-a decis ca suprafaa raionului bazar
s dein o pondere de 8% (inclusiv holul) din suprafaa total a hypermarket-ului.. . .32
AR = 8% 4000 m2 = 320 m2....................................................................................32
3.2. ncasrile raionului................................................................................................32
Randamentul mediu global este de 60.000 Ron/m2....................................................32
R = AR = 60.000 320 = 19.200.000 Ron..............................................................32
3.3. Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)........................................32
Nr..................................................................................................................................32

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Crt.................................................................................................................................32
Grupa de mrfuri...........................................................................................................32
Ponderea.......................................................................................................................32
ncasrilor......................................................................................................................32
1....................................................................................................................................32
Articole soprt/camping..................................................................................................32
8,60%............................................................................................................................32
2....................................................................................................................................32
Jocuri/jucrii...................................................................................................................32
12,00%..........................................................................................................................32
3....................................................................................................................................32
Papetrie/consumabile..................................................................................................32
18,50%..........................................................................................................................32
4....................................................................................................................................32
Articole menaj i uz casnic............................................................................................32
21,00%..........................................................................................................................32
5....................................................................................................................................32
Scule.............................................................................................................................32
6,40%............................................................................................................................32
6....................................................................................................................................32
Sanitare.........................................................................................................................32
5,00%............................................................................................................................32
7....................................................................................................................................32
Vopseluri/accesorii........................................................................................................32
4,10%............................................................................................................................32
8....................................................................................................................................32
Articole auto..................................................................................................................32
5,60%............................................................................................................................32
9....................................................................................................................................32
Hran i accesorii animale............................................................................................32
5,90%............................................................................................................................32
10..................................................................................................................................32
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Mobilier.........................................................................................................................32
5,50%............................................................................................................................32
11..................................................................................................................................32
Obiecte de grdinrit....................................................................................................32
4,60%............................................................................................................................32
12..................................................................................................................................32
Trolere...........................................................................................................................32
2,80%............................................................................................................................32
Total..............................................................................................................................32
-.....................................................................................................................................32
100%.............................................................................................................................32
3.4. Adaosul comercial pe fiecare grup de mrfuri (AC).............................................32
Nr..................................................................................................................................32
Crt.................................................................................................................................32
Grupa de mrfuri...........................................................................................................32
Adaosul comercial.........................................................................................................32
1....................................................................................................................................32
Articole soprt/camping..................................................................................................32
31%...............................................................................................................................32
2....................................................................................................................................32
Jocuri/jucrii...................................................................................................................32
31%...............................................................................................................................32
3....................................................................................................................................32
Papetrie/consumabile..................................................................................................32
30%...............................................................................................................................32
4....................................................................................................................................32
Articole menaj i uz casnic............................................................................................32
29%...............................................................................................................................32
5....................................................................................................................................32
Scule.............................................................................................................................32
35%...............................................................................................................................32
6....................................................................................................................................32
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Sanitare.........................................................................................................................32
34%...............................................................................................................................32
7....................................................................................................................................32
Vopseluri/accesorii........................................................................................................32
31%...............................................................................................................................32
8....................................................................................................................................32
Articole auto..................................................................................................................32
32%...............................................................................................................................32
9....................................................................................................................................32
Hran i accesorii animale............................................................................................32
31%...............................................................................................................................32
10..................................................................................................................................32
Mobilier.........................................................................................................................32
25%...............................................................................................................................32
11..................................................................................................................................33
Obiecte de grdinrit....................................................................................................33
30%...............................................................................................................................33
12..................................................................................................................................33
Trolere...........................................................................................................................33
27%...............................................................................................................................33
3.5. Valoarea ncasrilor pe fiecare grup de mrfuri..................................................33
Vgr = PGr R............................................................................................................33
Nr..................................................................................................................................33
Crt.................................................................................................................................33
Grupa de mrfuri...........................................................................................................33
Ponderea.......................................................................................................................33
ncasrilor......................................................................................................................33
Valoarea ncasrilor (Ron).............................................................................................33
1....................................................................................................................................33
Articole soprt/camping..................................................................................................33
8,60%............................................................................................................................33
1.651.200,00.................................................................................................................33
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2....................................................................................................................................33
Jocuri/jucrii...................................................................................................................33
12,00%..........................................................................................................................33
2.304.000,00.................................................................................................................33
3....................................................................................................................................33
Papetrie/consumabile..................................................................................................33
18,50%..........................................................................................................................33
3.552.000,00.................................................................................................................33
4....................................................................................................................................33
Articole menaj i uz casnic............................................................................................33
21,00%..........................................................................................................................33
4.032.000,00.................................................................................................................33
5....................................................................................................................................33
Scule.............................................................................................................................33
6,40%............................................................................................................................33
1.228.800,00.................................................................................................................33
6....................................................................................................................................33
Sanitare.........................................................................................................................33
5,00%............................................................................................................................33
960.000,00....................................................................................................................33
7....................................................................................................................................33
Vopseluri/accesorii........................................................................................................33
4,10%............................................................................................................................33
787.200,00....................................................................................................................33
8....................................................................................................................................33
Articole auto..................................................................................................................33
5,60%............................................................................................................................33
1.075.200,00.................................................................................................................33
9....................................................................................................................................33
Hran i accesorii animale............................................................................................33
5,90%............................................................................................................................33
1.132.800,00.................................................................................................................33
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10..................................................................................................................................33
Mobilier.........................................................................................................................33
5,50%............................................................................................................................33
1.056.000,00.................................................................................................................33
11..................................................................................................................................33
Obiecte de grdinrit....................................................................................................33
4,60%............................................................................................................................33
883.200,00....................................................................................................................33
12..................................................................................................................................33
Trolere...........................................................................................................................33
2,80%............................................................................................................................33
537.600,00....................................................................................................................33
Total..............................................................................................................................33
-.....................................................................................................................................33
100%.............................................................................................................................33
19.200.000,00...............................................................................................................33
3.6. Valoarea achiziiilor pe fiecare grup de mrfuri...................................................33
VAgr = Vgr/(1+AC).......................................................................................................33
Nr..................................................................................................................................33
Crt.................................................................................................................................33
Grupa de mrfuri...........................................................................................................33
Adaosul comercial.........................................................................................................33
Valoarea achiziiilor (Ron).............................................................................................33
1....................................................................................................................................33
Articole soprt/camping..................................................................................................33
31%...............................................................................................................................33
1.260.458,02.................................................................................................................33
2....................................................................................................................................33
Jocuri/jucrii...................................................................................................................33
31%...............................................................................................................................33
1.758.778,63.................................................................................................................33
3....................................................................................................................................33
76

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i-ai s vezi c vii i mine!
Huge Market
Papetrie/consumabile..................................................................................................33
30%...............................................................................................................................33
2.732.307,69.................................................................................................................33
4....................................................................................................................................33
Articole menaj i uz casnic............................................................................................33
29%...............................................................................................................................33
3.125.581,40.................................................................................................................33
5....................................................................................................................................33
Scule.............................................................................................................................33
35%...............................................................................................................................33
910.222,22....................................................................................................................33
6....................................................................................................................................33
Sanitare.........................................................................................................................33
34%...............................................................................................................................33
716.417,91....................................................................................................................33
7....................................................................................................................................33
Vopseluri/accesorii........................................................................................................33
31%...............................................................................................................................33
600.916,03....................................................................................................................33
8....................................................................................................................................33
Articole auto..................................................................................................................33
32%...............................................................................................................................33
814.545,45....................................................................................................................33
9....................................................................................................................................33
Hran i accesorii animale............................................................................................33
31%...............................................................................................................................33
864.732,82....................................................................................................................33
10..................................................................................................................................33
Mobilier.........................................................................................................................33
25%...............................................................................................................................33
844.800,00....................................................................................................................33
11..................................................................................................................................33
77

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i-ai s vezi c vii i mine!
Huge Market
Obiecte de grdinrit....................................................................................................33
30%...............................................................................................................................33
679.384,62....................................................................................................................33
12..................................................................................................................................33
Trolere...........................................................................................................................33
27%...............................................................................................................................33
423.307,09....................................................................................................................33
Total..............................................................................................................................34
-.....................................................................................................................................34
14.731.451,88...............................................................................................................34
3.7. Marja comercial n expresie valoric pe fiecare grup de mrfuri.......................34
MCgr = Vgr - VAgr........................................................................................................34
Nr..................................................................................................................................34
Crt.................................................................................................................................34
Grupa de mrfuri...........................................................................................................34
Valoarea ncasrilor (Ron).............................................................................................34
Valoarea achiziiilor (Ron).............................................................................................34
Marja comercial total.................................................................................................34
1....................................................................................................................................34
Articole soprt/camping..................................................................................................34
1.651.200,00.................................................................................................................34
1.260.458,02.................................................................................................................34
390.741,98....................................................................................................................34
2....................................................................................................................................34
Jocuri/jucrii...................................................................................................................34
2.304.000,00.................................................................................................................34
1.758.778,63.................................................................................................................34
545.221,37....................................................................................................................34
3....................................................................................................................................34
Papetrie/consumabile..................................................................................................34
3.552.000,00.................................................................................................................34
2.732.307,69.................................................................................................................34
78

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Huge Market
819.692,31....................................................................................................................34
4....................................................................................................................................34
Articole menaj i uz casnic............................................................................................34
4.032.000,00.................................................................................................................34
3.125.581,40.................................................................................................................34
906.418,6......................................................................................................................34
5....................................................................................................................................34
Scule.............................................................................................................................34
1.228.800,00.................................................................................................................34
910.222,22....................................................................................................................34
318.577,78....................................................................................................................34
6....................................................................................................................................34
Sanitare.........................................................................................................................34
960.000,00....................................................................................................................34
716.417,91....................................................................................................................34
243.582,09....................................................................................................................34
7....................................................................................................................................34
Vopseluri/accesorii........................................................................................................34
787.200,00....................................................................................................................34
600.916,03....................................................................................................................34
186.283,97....................................................................................................................34
8....................................................................................................................................34
Articole auto..................................................................................................................34
1.075.200,00.................................................................................................................34
814.545,45....................................................................................................................34
260.654,55....................................................................................................................34
9....................................................................................................................................34
Hran i accesorii animale............................................................................................34
1.132.800,00.................................................................................................................34
864.732,82....................................................................................................................34
268.067,18....................................................................................................................34
10..................................................................................................................................34
79

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Huge Market
Mobilier.........................................................................................................................34
1.056.000,00.................................................................................................................34
844.800,00....................................................................................................................34
211.200,00....................................................................................................................34
11..................................................................................................................................34
Obiecte de grdinrit....................................................................................................34
883.200,00....................................................................................................................34
679.384,62....................................................................................................................34
203.815,38....................................................................................................................34
12..................................................................................................................................34
Trolere...........................................................................................................................34
537.600,00....................................................................................................................34
423.307,09....................................................................................................................34
114.292,91....................................................................................................................34
Total..............................................................................................................................34
-.....................................................................................................................................34
19.200.000,00...............................................................................................................34
14.731.451,88...............................................................................................................34
4.468.548,12.................................................................................................................34
.....................................................................................................................................34
3.8. Ponderea fiecrei grupe de mrfuri din marja comercial total...........................34
MCgr% = MCgr 100 / MCt............................................................................................34
Nr..................................................................................................................................34
Crt.................................................................................................................................34
Grupa de mrfuri...........................................................................................................34
Marja comercial total.................................................................................................34
Ponderea din marja comercial total...........................................................................34
1....................................................................................................................................34
Articole soprt/camping..................................................................................................34
390.741,98....................................................................................................................34
8,74%............................................................................................................................34
2....................................................................................................................................34
80

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i-ai s vezi c vii i mine!
Huge Market
Jocuri/jucrii...................................................................................................................34
545.221,37....................................................................................................................34
12,20%..........................................................................................................................34
3....................................................................................................................................34
Papetrie/consumabile..................................................................................................34
819.692,31....................................................................................................................34
18,34%..........................................................................................................................34
4....................................................................................................................................34
Articole menaj i uz casnic............................................................................................34
906.418,6......................................................................................................................34
20,28%..........................................................................................................................34
5....................................................................................................................................34
Scule.............................................................................................................................34
318.577,78....................................................................................................................34
7,13%............................................................................................................................34
6....................................................................................................................................34
Sanitare.........................................................................................................................34
243.582,09....................................................................................................................34
5,45%............................................................................................................................34
7....................................................................................................................................34
Vopseluri/accesorii........................................................................................................34
186.283,97....................................................................................................................34
4,17%............................................................................................................................34
8....................................................................................................................................34
Articole auto..................................................................................................................34
260.654,55....................................................................................................................34
5,83%............................................................................................................................34
9....................................................................................................................................34
Hran i accesorii animale............................................................................................34
268.067,18....................................................................................................................34
6,00%............................................................................................................................34
10..................................................................................................................................34
81

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Huge Market
Mobilier.........................................................................................................................34
211.200,00....................................................................................................................34
4,73%............................................................................................................................34
11..................................................................................................................................34
Obiecte de grdinrit....................................................................................................34
203.815,38....................................................................................................................34
4,56%............................................................................................................................34
12..................................................................................................................................34
Trolere...........................................................................................................................34
114.292,91....................................................................................................................34
2,56%............................................................................................................................34
Total..............................................................................................................................34
-.....................................................................................................................................34
4.468.548,12.................................................................................................................34
100%.............................................................................................................................34
4. Calculul linearului......................................................................................................35
4.1. Calculul linearului la sol......................................................................................35
a.Gondol tip A (cu dou rafturi): .................................................................................35
L = 4,50 m ...................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(A) = 2 L + 2 l + 4 C = 2 4,50 m + 2 1 m + 4 0,50 m = 13 m .....................35
b.Gondol tip A1 (cu 3 rafturi): .....................................................................................35
L = 4,50 m....................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(A1) = 2 L + 2 l + 4 C = 2 4,50 m + 2 1 m + 4 0,50 m = 13 m....................35
c.Gondol tip B (cu 4 rafturi): .......................................................................................35
L = 5 m.........................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(B) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m...........................35
82

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d.Gondol tip B1 (cu 6 rafturi): .....................................................................................35
L = 5 m.........................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(B1) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m.........................35
e.Gondol tip C (cu 4 rafturi): .......................................................................................35
L = 6,50 m....................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(C) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m......................35
f.Gondol tip C1 (cu 6 rafturi): ......................................................................................35
L = 6,50 m....................................................................................................................35
l = 1 m..........................................................................................................................36
C = 0,50 m....................................................................................................................36
Ls(C1) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m....................36
g.Gondol tip D (gondol de perete, pentru mobil): ...................................................36
L = 7,20 m....................................................................................................................36
l = 2,50 m.....................................................................................................................36
Ls(D) = L + 2 l= 7,20 m + 2 2,50 m = 12,20 m........................................................36
4.2. Calculul linearului dezvoltat................................................................................36
a.Gondol tip A:.........................................................................................................36
Ls(A) = 13 m..............................................................................................................36
nr = 2, nr = numrul de rafturi..................................................................................36
Ni = 2, Ni = numrul de gondole...............................................................................36
Ld(A) = Ls(A) nr Ni = 13 m 2 2 = 52 m..............................................................36
b.Gondol tip A1:.......................................................................................................36
Ls(A1) = 13 m............................................................................................................36
nr = 3, nr = numrul de rafturi..................................................................................36
Ni = 1, Ni = numrul de gondole...............................................................................36
Ld(A1) = Ls(A1) nr Ni = 13 m 3 1 = 39 m..........................................................36
c.Gondol tip B:..........................................................................................................36
Ls(B) = 14 m..............................................................................................................36
83

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nr = 4, nr = numrul de rafturi..................................................................................36
Ni = 2, Ni = numrul de gondole...............................................................................36
Ld(B) = Ls(B) nr Ni = 14 m 4 2 = 112 m............................................................36
d.Gondol tip B1:.......................................................................................................36
Ls(B1) = 14 m............................................................................................................36
nr = 6, nr = numrul de rafturi..................................................................................36
Ni = 1, Ni = numrul de gondole...............................................................................36
Ld(B1) = Ls(B1) nr Ni = 14 m 6 1 = 84 m..........................................................36
e.Gondol tip C:.........................................................................................................36
Ls(C) = 17 m..............................................................................................................36
nr = 4, nr = numrul de rafturi..................................................................................36
Ni = 2, Ni = numrul de gondole...............................................................................36
Ld(C) = Ls(C) nr Ni = 17 m 4 2 = 136 m............................................................37
f.Gondol tip C1:........................................................................................................37
Ls(C1) = 17 m............................................................................................................37
nr = 6, nr = numrul de rafturi..................................................................................37
Ni = 1, Ni = numrul de gondole...............................................................................37
Ld(C1) = Ls(C1) nr Ni = 17 m 6 1 = 102 m........................................................37
g.Gondol tip D:.........................................................................................................37
Ls(D) = 12,20 m.........................................................................................................37
nr = 1, nr = numrul de rafturi..................................................................................37
Ni = 1, Ni = numrul de gondole...............................................................................37
Ld(D) = Ls(D) nr Ni = 12,20 m 1 1 = 12,20 m...................................................37
4.3. Linearul dezvoltat alocat fiecrei grupe de mrfuri.............................................37
LGr = MGr% Ldt.....................................................................................................37
.................................................................................................................................37
Nr..................................................................................................................................37
Crt.................................................................................................................................37
Grupa de mrfuri...........................................................................................................37
Ponderea din marja comercial total...........................................................................37
Linearul alocat fiecrei grupe de mrfuri (m)................................................................37
1....................................................................................................................................37
84

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Huge Market
Articole soprt/camping..................................................................................................37
8,74%............................................................................................................................37
46,97.............................................................................................................................37
2....................................................................................................................................37
Jocuri/jucrii...................................................................................................................37
12,20%..........................................................................................................................37
65,55.............................................................................................................................37
3....................................................................................................................................37
Papetrie/consumabile..................................................................................................37
18,34%..........................................................................................................................37
98,54.............................................................................................................................37
4....................................................................................................................................37
Articole menaj i uz casnic............................................................................................37
20,28%..........................................................................................................................37
108,97...........................................................................................................................37
5....................................................................................................................................37
Scule.............................................................................................................................37
7,13%............................................................................................................................37
38,30.............................................................................................................................37
6....................................................................................................................................37
Sanitare.........................................................................................................................37
5,45%............................................................................................................................37
29,28.............................................................................................................................37
7....................................................................................................................................37
Vopseluri/accesorii........................................................................................................37
4,17%............................................................................................................................37
22,39.............................................................................................................................37
8....................................................................................................................................37
Articole auto..................................................................................................................37
5,83%............................................................................................................................37
31,34.............................................................................................................................37
9....................................................................................................................................37
85

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Huge Market
Hran i accesorii animale............................................................................................37
6,00%............................................................................................................................37
32,23.............................................................................................................................37
10..................................................................................................................................37
Mobilier.........................................................................................................................37
4,73%............................................................................................................................37
25,39.............................................................................................................................37
11..................................................................................................................................37
Obiecte de grdinrit....................................................................................................37
4,56%............................................................................................................................37
24,50.............................................................................................................................37
12..................................................................................................................................37
Trolere...........................................................................................................................37
2,56%............................................................................................................................37
13,74.............................................................................................................................37
Total..............................................................................................................................38
-.....................................................................................................................................38
100%.............................................................................................................................38
537,20...........................................................................................................................38
5.Profitul direct pe produs.............................................................................................38
6.Tehnici de promovare................................................................................................39
6.1.Mostr gratuit........................................................................................................39
La achiziionarea unui ghiveci pentru flori clientul primete gratuit un plicule cu
semine de roii pentru sdit. Preul unui plicule cu semine de roii este de 1,50 lei. 39
Pam = 25 lei preul de vnzare cu amnuntul al ghiveciului......................................39
AC = 30 % - adaosul comercial aplicat acestui produs.................................................39
Q1 = 30 buc - cantitatea de marf vndut fr acordarea mostrei.............................39
Q2 = 45 buc cantitatea de marf preconizat a fi vndut cu acordarea mostrei.. . . .39
Au fost distribuite 40 de mostre: 40 buc 1,50 lei = 60 lei...........................................39
......................................................................................................................................39
......................................................................................................................................39
......................................................................................................................................39

86

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Pb1 = Q1 MB = 30 4,85 = 145,50 lei........................................................................39
Pb2 = Q2 MB 60 lei= 45 4,85 60 lei = 158,25 lei.................................................39
6.2.Reduceri temporale de pret....................................................................................39
La achiziionarea oricrui top de hrtie A4 Uni Copy, clientul are o reducere de 15%.
......................................................................................................................................39
Pam1 = 11,85 lei preul de vnzare cu amnuntul al topului de hrtie fr reducere
......................................................................................................................................39
Pam2 = 10,07 lei preul de vnzare cu amnuntul al topului de hrtie cu reducerea
de 15%..........................................................................................................................39
AC = 30 % - adaosul comercial aplicat acestui produs.................................................39
Q1 = 100 buc - cantitatea de marf vndut fr reducerea de pre...........................40
Q2 = 320 buc cantitatea de marf vndut cu reducerea preului............................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
Pb1 = Q1 MB1 = 100 2,30 = 230 lei.........................................................................40
Pb2 = Q2 MB2 = 320 0,80 = 256 lei.........................................................................40
6.3.Pachetul bonus........................................................................................................40
La achiziionarea unui set de 6 farfurii ntinse Arcoroc, clientul pltete doar 5 dintre
acestea, una fiind bonus. Preul unei farfurii oferite este de 4,5 lei..............................40
Pam = 23 lei preul de vnzare cu amnuntul a setului de farfurii.............................40
AC = 29 % - adaosul comercial aplicat acestui produs.................................................40
Q1 = 20 seturi - cantitatea de marf vndut fr acordarea mostrei..........................40
Q2 = 52 buc cantitatea de marf preconizat a fi vndut cu acordarea mostrei.. . . .40
Au fost acordate 20 de farfurii: 20 buc 4,50 lei = 90 lei..............................................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
Pb1 = Q1 MB = 20 4,35 = 87 lei...............................................................................40
Pb2 = Q2 MB 90 lei= 52 4,35 90 lei = 136,20 lei.................................................40
6.4.Pachetul cuplu.........................................................................................................40
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Cortul de 4 persoane se vinde mpreun cu o umbrel de plaj. Costul unei umbrele
este de 15,60 lei............................................................................................................40
Pam = 165 lei preul de vnzare cu amnuntul..........................................................40
AC = 31 % - adaosul comercial aplicat acestui produs.................................................40
Q1 = 15 buc - cantitatea de marf vndut fr acordarea umbrelei...........................40
Q2 = 30 buc cantitatea de marf preconizat a fi vndut cu acordarea umbrelei. . .40
Au fost acordate 15 umbrele: 17 buc 15,60 lei = 265,20 lei.......................................41
......................................................................................................................................41
......................................................................................................................................41
......................................................................................................................................41
Pb1 = Q1 MB = 15 32,81 = 492,15 lei......................................................................41
Pb2 = Q2 MB 156 lei= 30 32,81 265,20 lei = 719,10 lei......................................41
.....................................................................................................................................41
......................................................................................................................................42
......................................................................................................................................42
Iai.................................................................................................................................43
-2008-............................................................................................................................43
1.Prezentarea raionului...............................................................................................156
Raionul textile este amplasat ntre raionul bazar (situat n partea de est) i raionul
alimentar (situat n partea de vest). n partea de nord se afl depozitul acestuia, iar n
partea de sud se nvecineaz cu raionul igien-ntreinere-cosmetic........................156
n urma ncasrilor obinute n anul precedent, acestui raion i-a fost alocat 600 m2 (cu
tot cu hol) din suprafaa total de 4000 m2, ceea ce reprezint o pondere de 15%.
Raionul are forma unui dreptunghi aezat n poziie vertical cu dimensiunile de 26,5
m, i respectiv 19,8 m.................................................................................................156
V dorim cumprturi plcute n departamentul nostru i sperm s gsii articole de
vestimentaie care s v plac i s vin n ntmpinarea dorinelor dumneavoastr.
....................................................................................................................................156
Pentru produsele existente n acest raion s-au folosit gondole clasice de diferite
dimendiuni, couri i gondole circulare standard. ......................................................157
2.Grupe de mrfuri......................................................................................................157
a)Confecii dam:........................................................................................................157
Bluze;..........................................................................................................................157
Top-uri;........................................................................................................................157

88

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Pulovere;.....................................................................................................................157
Rochii;.........................................................................................................................157
Fuste;..........................................................................................................................157
Pantaloni (jeans, stof, tercot, raiat, bermuzi);...........................................................157
Jachete/Paltoane/Cojoace;...........................................................................................157
Sacouri;.......................................................................................................................157
Cmi;.......................................................................................................................157
Cciuli/Plrii/Earfe/Fular/Mnui...............................................................................157
b)Confecii brbai:......................................................................................................157
Pulovere;.....................................................................................................................157
Pantaloni (jeans, stof, tercot, raiat, bermuzi);...........................................................157
Cmi/Cravate;..........................................................................................................157
Tricouri;.......................................................................................................................157
Jachete/Paltoane/Cojoace;...........................................................................................157
Costume;.....................................................................................................................157
Sacouri;.......................................................................................................................157
Cciuli/Plrii/Fular/Earfe/Mnui...............................................................................157
c)Confecii copii:..........................................................................................................157
Compleuri;...................................................................................................................157
Bluze;..........................................................................................................................157
Pantaloni;....................................................................................................................157
Jachete/Cojocele/Paltonae;........................................................................................157
Tricouri;.......................................................................................................................157
Costume;.....................................................................................................................157
Haine pentru nou-nscui;...........................................................................................157
Cciuli/Fular/Mnui....................................................................................................158
d)nclminte dam:..................................................................................................158
Papuci de cas;...........................................................................................................158
lapi/Sandale/Saboi;..................................................................................................158
Pantofi;........................................................................................................................158
Cizme/Ghete................................................................................................................158
e)nclminte brbai:................................................................................................158
89

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Papuci de cas;...........................................................................................................158
lapi/Sandale/Saboi;..................................................................................................158
Pantofi;........................................................................................................................158
Ghete..........................................................................................................................158
f)nclminte copii:....................................................................................................158
Papuci de cas;...........................................................................................................158
lapi/Sandale/Saboi;..................................................................................................158
Pantofi;........................................................................................................................158
Cizme/Ghete................................................................................................................158
g)Lenjerie intim dam:..............................................................................................158
Tanga/Chiloi/Boxeri;...................................................................................................158
Maieu;.........................................................................................................................158
Sutiene/Bustiere/Body;................................................................................................158
Pijamale/Capoturi;.......................................................................................................158
osete;........................................................................................................................158
Dresuri;.......................................................................................................................158
Desu-uri/Corsete.........................................................................................................158
h)Lenjerie intim brbai:............................................................................................158
Chiloi/Boxeri;..............................................................................................................158
ort;............................................................................................................................158
Pijamale/Capoturi;.......................................................................................................158
osete;........................................................................................................................158
Maieu;.........................................................................................................................158
Indispensabili;.............................................................................................................158
Cma de corp..........................................................................................................159
i)Lenjerie intim copii:.................................................................................................159
Chiloi/Boxeri;..............................................................................................................159
ort;............................................................................................................................159
osete;........................................................................................................................159
Maieu;.........................................................................................................................159
Indispensabili;.............................................................................................................159
Cma de corp;.........................................................................................................159
90

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Lenjerie nou-nscui....................................................................................................159
j)Accesorii:...................................................................................................................159
Poete;........................................................................................................................159
Curele;.........................................................................................................................159
Bijuterii;.......................................................................................................................159
Accesorii pentru pr....................................................................................................159
k)Articole cas:............................................................................................................159
Perdele;.......................................................................................................................159
Draperii;......................................................................................................................159
Lenjerii pat;.................................................................................................................159
Pilote/Perne/Pernue;...................................................................................................159
Prosoape buctrie;....................................................................................................159
Fee de mas;.............................................................................................................159
Mileuri;........................................................................................................................159
Coverturi/Pturi/Covoare/Carpete/Traverse.................................................................159
l)Articole baie:.............................................................................................................159
Prosoape;....................................................................................................................159
Covoare de baie;.........................................................................................................159
Halate de baie;............................................................................................................159
Draperii cad...............................................................................................................159
m)Articole sport:.........................................................................................................159
Hanorace;....................................................................................................................159
Tricouri;.......................................................................................................................159
Trening-uri;..................................................................................................................159
Pantofi sport;...............................................................................................................160
Pantaloni sport;...........................................................................................................160
Costume schi/surfing/plaj/fitnes................................................................................160
3.Calculul indicatorilor.................................................................................................160
3.1.Aria total a raionului............................................................................................160
Datorit ncasrilor obinute, suprafaa total a acestui raion, inclusiv holul, a fost
realocat la 15% din suprafaa total a hypermarket-ului..........................................160
AR = 15% 4000 m2 = 600 m2.................................................................................160

91

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3.2.ncasrile raionului................................................................................................160
Randamentul mediu global este de 60.000 Ron / m2.................................................160
R = AR 60.000 = 600 60.000 = 36.000.000 Ron..................................................160
3.3.Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)........................................160
Nr................................................................................................................................160
Crt...............................................................................................................................160
Grupa de mrfuri.........................................................................................................160
Ponderea.....................................................................................................................160
ncasrilor....................................................................................................................160
1..................................................................................................................................160
Confecii dam............................................................................................................160
6,60%..........................................................................................................................160
2..................................................................................................................................160
Confecii brbai..........................................................................................................160
7,00%..........................................................................................................................160
3..................................................................................................................................160
Confecii copii..............................................................................................................160
8,90%..........................................................................................................................160
4..................................................................................................................................160
nclminte dam......................................................................................................160
5,00%..........................................................................................................................160
5..................................................................................................................................160
ncalminte brbai....................................................................................................160
7,00%..........................................................................................................................160
6..................................................................................................................................160
nclminte copii........................................................................................................160
7,70%..........................................................................................................................160
7..................................................................................................................................160
Lenjerie intim dam...................................................................................................160
4,80%..........................................................................................................................160
8..................................................................................................................................160
Lenjerie intim brbai................................................................................................160
92

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5,50%..........................................................................................................................160
9..................................................................................................................................160
Lenjerie intim copii....................................................................................................160
6,00%..........................................................................................................................160
10................................................................................................................................160
Accesorii......................................................................................................................160
4,00%..........................................................................................................................160
11................................................................................................................................160
Articole cas................................................................................................................160
14,10%........................................................................................................................160
12................................................................................................................................160
Articole baie................................................................................................................160
11,20%........................................................................................................................160
13................................................................................................................................160
Articole sport...............................................................................................................160
12,20%........................................................................................................................160
Total............................................................................................................................160
-...................................................................................................................................160
100%...........................................................................................................................160
3.4.Adaosul comercial pe fiecare grup de mrfuri (AC).............................................160
Nr................................................................................................................................161
Crt...............................................................................................................................161
Grupa de mrfuri.........................................................................................................161
Adaosul comercial.......................................................................................................161
1..................................................................................................................................161
Confecii dam............................................................................................................161
33%.............................................................................................................................161
2..................................................................................................................................161
Confecii brbai..........................................................................................................161
35%.............................................................................................................................161
3..................................................................................................................................161
Confecii copii..............................................................................................................161
93

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33%.............................................................................................................................161
4..................................................................................................................................161
nclminte dam......................................................................................................161
28%.............................................................................................................................161
5..................................................................................................................................161
ncalminte brbai....................................................................................................161
28%.............................................................................................................................161
6..................................................................................................................................161
nclminte copii........................................................................................................161
28%.............................................................................................................................161
7..................................................................................................................................161
Lenjerie intim dam...................................................................................................161
27%.............................................................................................................................161
8..................................................................................................................................161
Lenjerie intim brbai................................................................................................161
29%.............................................................................................................................161
9..................................................................................................................................161
Lenjerie intim copii....................................................................................................161
27%.............................................................................................................................161
10................................................................................................................................161
Accesorii......................................................................................................................161
33%.............................................................................................................................161
11................................................................................................................................161
Articole cas................................................................................................................161
30%.............................................................................................................................161
12................................................................................................................................161
Articole baie................................................................................................................161
30%.............................................................................................................................161
13................................................................................................................................161
Articole sport...............................................................................................................161
30%.............................................................................................................................161
3.5.Valoarea ncasrilor pe fiecare grup de mrfuri..................................................161
94

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Vgr = PGr R.............................................................................................................161
Nr................................................................................................................................161
Crt...............................................................................................................................161
Grupa de mrfuri.........................................................................................................161
Ponderea.....................................................................................................................161
ncasrilor....................................................................................................................161
Valoarea ncasrilor (Ron)...........................................................................................161
1..................................................................................................................................161
Confecii dam............................................................................................................161
6,60%..........................................................................................................................161
2.376.000,00...............................................................................................................161
2..................................................................................................................................161
Confecii brbai..........................................................................................................161
7,00%..........................................................................................................................161
2.520.000,00...............................................................................................................161
3..................................................................................................................................161
Confecii copii..............................................................................................................161
8,90%..........................................................................................................................161
3.204.000,00...............................................................................................................161
4..................................................................................................................................161
nclminte dam......................................................................................................161
5,00%..........................................................................................................................161
1.800.000,00...............................................................................................................161
5..................................................................................................................................161
ncalminte brbai....................................................................................................161
7,00%..........................................................................................................................161
2.520.000,00...............................................................................................................161
6..................................................................................................................................161
nclminte copii........................................................................................................161
7,70%..........................................................................................................................161
2.772.000,00...............................................................................................................161
7..................................................................................................................................161
95

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Huge Market
Lenjerie intim dam...................................................................................................161
4,80%..........................................................................................................................161
1.728.000,00...............................................................................................................161
8..................................................................................................................................161
Lenjerie intim brbai................................................................................................161
5,50%..........................................................................................................................161
1.980.000,00...............................................................................................................161
9..................................................................................................................................161
Lenjerie intim copii....................................................................................................161
6,00%..........................................................................................................................161
2.160.000,00...............................................................................................................161
10................................................................................................................................161
Accesorii......................................................................................................................161
4,00%..........................................................................................................................161
1.440.000,00...............................................................................................................161
11................................................................................................................................161
Articole cas................................................................................................................161
14,10%........................................................................................................................161
5.076.000,00...............................................................................................................161
12................................................................................................................................161
Articole baie................................................................................................................161
11,20%........................................................................................................................161
4.032.000,00...............................................................................................................161
13................................................................................................................................161
Articole sport...............................................................................................................161
12,20%........................................................................................................................161
4.392.000,00...............................................................................................................161
Total............................................................................................................................161
-...................................................................................................................................161
100%...........................................................................................................................161
36.000.000,00.............................................................................................................161
3.6.Valoarea achiziiilor pe fiecare grup de mrfuri...................................................161
96

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VAgr = Vgr/(1+AC).....................................................................................................161
Nr................................................................................................................................162
Crt...............................................................................................................................162
Grupa de mrfuri.........................................................................................................162
Adaosul comercial.......................................................................................................162
Valoarea achiziiilor (Ron)...........................................................................................162
1..................................................................................................................................162
Confecii dam............................................................................................................162
33%.............................................................................................................................162
1.786.466,17...............................................................................................................162
2..................................................................................................................................162
Confecii brbai..........................................................................................................162
35%.............................................................................................................................162
1.866.666,67...............................................................................................................162
3..................................................................................................................................162
Confecii copii..............................................................................................................162
33%.............................................................................................................................162
2.409.022.56...............................................................................................................162
4..................................................................................................................................162
nclminte dam......................................................................................................162
28%.............................................................................................................................162
1.406.250,00...............................................................................................................162
5..................................................................................................................................162
ncalminte brbai....................................................................................................162
28%.............................................................................................................................162
1.968.750,00...............................................................................................................162
6..................................................................................................................................162
nclminte copii........................................................................................................162
28%.............................................................................................................................162
2.165.625,00...............................................................................................................162
7..................................................................................................................................162
Lenjerie intim dam...................................................................................................162
97

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Huge Market
27%.............................................................................................................................162
1.360.629,92...............................................................................................................162
8..................................................................................................................................162
Lenjerie intim brbai................................................................................................162
29%.............................................................................................................................162
1.534.883,72...............................................................................................................162
9..................................................................................................................................162
Lenjerie intim copii....................................................................................................162
27%.............................................................................................................................162
1.700.787,40...............................................................................................................162
10................................................................................................................................162
Accesorii......................................................................................................................162
33%.............................................................................................................................162
1.082.706,77...............................................................................................................162
11................................................................................................................................162
Articole cas................................................................................................................162
30%.............................................................................................................................162
3.904.615,38...............................................................................................................162
12................................................................................................................................162
Articole baie................................................................................................................162
30%.............................................................................................................................162
3.101.538.46...............................................................................................................162
13................................................................................................................................162
Articole sport...............................................................................................................162
30%.............................................................................................................................162
3.378.461,54...............................................................................................................162
Total............................................................................................................................162
-...................................................................................................................................162
27.666.403.59.............................................................................................................162
3.7.Marja comercial n expresie valoric pe fiecare grup de mrfuri.......................162
MCgr = Vgr - VAgr......................................................................................................162
Nr................................................................................................................................162
98

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Crt...............................................................................................................................162
Grupa de mrfuri.........................................................................................................162
Valoarea ncasrilor (Ron)...........................................................................................162
Valoarea achiziiilor (Ron)...........................................................................................162
Marja comercial total...............................................................................................162
1..................................................................................................................................162
Confecii dam............................................................................................................162
2.376.000,00...............................................................................................................162
1.786.466,17...............................................................................................................162
589.533,83..................................................................................................................162
2..................................................................................................................................162
Confecii brbai..........................................................................................................162
2.520.000,00...............................................................................................................162
1.866.666,67...............................................................................................................162
653.333,33..................................................................................................................162
3..................................................................................................................................162
Confecii copii..............................................................................................................162
3.204.000,00...............................................................................................................162
2.409.022.56...............................................................................................................162
794.977,44..................................................................................................................162
4..................................................................................................................................162
nclminte dam......................................................................................................162
1.800.000,00...............................................................................................................162
1.406.250,00...............................................................................................................162
393.750,00..................................................................................................................162
5..................................................................................................................................162
ncalminte brbai....................................................................................................162
2.520.000,00...............................................................................................................162
1.968.750,00...............................................................................................................162
551.250,00..................................................................................................................162
6..................................................................................................................................162
nclminte copii........................................................................................................162
99

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Huge Market
2.772.000,00...............................................................................................................162
2.165.625,00...............................................................................................................162
606.375,00..................................................................................................................162
7..................................................................................................................................162
Lenjerie intim dam...................................................................................................162
1.728.000,00...............................................................................................................162
1.360.629,92...............................................................................................................162
367.370,08..................................................................................................................162
8..................................................................................................................................162
Lenjerie intim brbai................................................................................................162
1.980.000,00...............................................................................................................162
1.534.883,72...............................................................................................................162
445.116,28..................................................................................................................162
9..................................................................................................................................162
Lenjerie intim copii....................................................................................................162
2.160.000,00...............................................................................................................162
1.700.787,40...............................................................................................................162
459.212,60..................................................................................................................162
10................................................................................................................................162
Accesorii......................................................................................................................162
1.440.000,00...............................................................................................................162
1.082.706,77...............................................................................................................162
357.293,23..................................................................................................................162
11................................................................................................................................162
Articole cas................................................................................................................162
5.076.000,00...............................................................................................................162
3.904.615,38...............................................................................................................162
1.171.384,62...............................................................................................................162
12................................................................................................................................162
Articole baie................................................................................................................162
4.032.000,00...............................................................................................................162
3.101.538.46...............................................................................................................162
100

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Huge Market
930.461,54..................................................................................................................162
13................................................................................................................................162
Articole sport...............................................................................................................162
4.392.000,00...............................................................................................................162
3.378.461,54...............................................................................................................162
1.013.538,46...............................................................................................................162
Total............................................................................................................................162
-...................................................................................................................................162
36.000.000,00.............................................................................................................162
27.666.403.59.............................................................................................................162
8.333.596,41...............................................................................................................162
3.8.Ponderea fiecrei grupe de mrfuri din marja comercial total..........................163
MCgr% = MCgr 100 / MCt..........................................................................................163
Nr................................................................................................................................163
Crt...............................................................................................................................163
Grupa de mrfuri.........................................................................................................163
Marja comercial total...............................................................................................163
Ponderea din marja comercial...................................................................................163
1..................................................................................................................................163
Confecii dam............................................................................................................163
589.533,83..................................................................................................................163
7,07%..........................................................................................................................163
2..................................................................................................................................163
Confecii brbai..........................................................................................................163
653.333,33..................................................................................................................163
7,84%..........................................................................................................................163
3..................................................................................................................................163
Confecii copii..............................................................................................................163
794.977,44..................................................................................................................163
9,54%..........................................................................................................................163
4..................................................................................................................................163
nclminte dam......................................................................................................163
101

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Huge Market
393.750,00..................................................................................................................163
4,72%..........................................................................................................................163
5..................................................................................................................................163
ncalminte brbai....................................................................................................163
551.250,00..................................................................................................................163
6,61%..........................................................................................................................163
6..................................................................................................................................163
nclminte copii........................................................................................................163
606.375,00..................................................................................................................163
7,28%..........................................................................................................................163
7..................................................................................................................................163
Lenjerie intim dam...................................................................................................163
367.370,08..................................................................................................................163
4,41%..........................................................................................................................163
8..................................................................................................................................163
Lenjerie intim brbai................................................................................................163
445.116,28..................................................................................................................163
5,34%..........................................................................................................................163
9..................................................................................................................................163
Lenjerie intim copii....................................................................................................163
459.212,60..................................................................................................................163
5,51%..........................................................................................................................163
10................................................................................................................................163
Accesorii......................................................................................................................163
357.293,23..................................................................................................................163
4,29%..........................................................................................................................163
11................................................................................................................................163
Articole cas................................................................................................................163
1.171.384,62...............................................................................................................163
14,06%........................................................................................................................163
12................................................................................................................................163
Articole baie................................................................................................................163
102

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Huge Market
930.461,54..................................................................................................................163
11,17%........................................................................................................................163
13................................................................................................................................163
Articole sport...............................................................................................................163
1.013.538,46...............................................................................................................163
12,16%........................................................................................................................163
Total............................................................................................................................163
-...................................................................................................................................163
8.333.596,41...............................................................................................................163
100%...........................................................................................................................163
4.Calculul linearului.....................................................................................................163
4.1.Calculul linearului la sol.....................................................................................163
1.Gondol de tip A (cu 6 rafturi) cu capete de 0,50 m:............................................163
L = 6,50 m...............................................................................................................163
l = 1 m.....................................................................................................................163
Ls(A) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m ................163
2.Gondol de tip A1(cu 4 rafturi) cu capete de 0,50 m:...........................................163
L = 6,50 m...............................................................................................................163
l = 1 m.....................................................................................................................163
Ls(A1) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m...............163
3.Gondol de tip B (cu 6 rafturi) cu capete de 0,50 m:............................................163
L = 5 m....................................................................................................................163
l = 1 m.....................................................................................................................163
Ls(B) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m......................163
4.Gondol de tip B1 (cu 4 rafturi) cu capete de 0,50 m:..........................................164
L = 5 m....................................................................................................................164
l = 1 m.....................................................................................................................164
Ls(A) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m......................164
5.Gondol de tip C (cu 2 rafturi) cu capete de 0,50 m:............................................164
L = 5,50 m...............................................................................................................164
l = 1 m.....................................................................................................................164
Ls(C) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m = 15 m.................164
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6.Gondol de tip C1 (cu 4 rafturi) cu capete de 0,50 m:..........................................164
L = 5,50 m...............................................................................................................164
l = 1 m.....................................................................................................................164
Ls(C1) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m = 15 m...............164
7.Gondol de perete tip D (10 rafturi), fr capete:.................................................164
L = 4,50 m...............................................................................................................164
l = 0,50 m................................................................................................................164
Ls(D) = L + 2 l = 4,50 m + 2 0,50 m = 5,50 m....................................................164
8.Gondol de perete tip D1 (3 rafturi), fr capete:.................................................164
L = 4,50 m...............................................................................................................164
l = 0,50 m................................................................................................................164
Ls(D1) = L + 2 l = 4,50 m + 2 0,50 m = 5,50 m..................................................164
9.Gondol circular (tip E):.......................................................................................164
R = 0,50 m...............................................................................................................164
Ls(E) = 2R = 2 3,14 0,50 = 3,14 m....................................................................164
10.Gondol ptrat - co (tip F):..............................................................................164
L = 2 m....................................................................................................................164
Ls(F) = 4 L = 4 2 m = 8 m...................................................................................164
4.2.Calculul linearului dezvoltat...............................................................................164
Ld = Ls nr Ni........................................................................................................164
Ld linearul dezvoltat alocat unei grupe de mrfuri................................................164
nr numrul de rafturi de pe gondol......................................................................164
Ni numrul de gondole de tipul respectiv..............................................................165
1.Gondol tip A: Ld(A) = 17 m 6 2 = 204 m.........................................................165
2.Gondol tip A1: Ld(A1) = 17 m 4 4 = 272 m.....................................................165
3.Gondol tip B: Ld(B) = 14 m 6 2 = 168 m.........................................................165
4.Gondol tip B1: Ld(B1) = 14 m 4 4 = 224 m.....................................................165
5.Gondol tip C: Ld(C) = 15 m 2 1 = 30 m...........................................................165
6.Gondol tip C1: Ld(C1) = 15 m 4 5 = 300 m.....................................................165
7.Gondol tip D: Ld(D) = 5,50 m 10 1 = 55 m.....................................................165
8.Gondol tip D1: Ld(D1) = 5,50 m 3 1 = 16,50 m..............................................165
9.Gondol tip E: Ld(E) = 3,14 m 1 5 = 15,70 m...................................................165
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10.Gondol tip F: Ld(F) = 8 m 1 3 = 24 m...........................................................165
4.3.Linearul dezvoltat alocat fiecrei grupe de mrfuri............................................165
LGr = MGr% Ldt.....................................................................................................165
.................................................................................................................................165
Nr................................................................................................................................165
Crt...............................................................................................................................165
Grupa de mrfuri.........................................................................................................165
Ponderea din marja comercial...................................................................................165
Linearul dezvoltat alocat grupei de mrfuri (m)..........................................................165
1..................................................................................................................................165
Confecii dam............................................................................................................165
7,07%..........................................................................................................................165
91,77...........................................................................................................................165
2..................................................................................................................................165
Confecii brbai..........................................................................................................165
7,84%..........................................................................................................................165
101,70.........................................................................................................................165
3..................................................................................................................................165
Confecii copii..............................................................................................................165
9,54%..........................................................................................................................165
123,75.........................................................................................................................165
4..................................................................................................................................165
nclminte dam......................................................................................................165
4,72%..........................................................................................................................165
61,29...........................................................................................................................165
5..................................................................................................................................165
ncalminte brbai....................................................................................................165
6,61%..........................................................................................................................165
85,81...........................................................................................................................165
6..................................................................................................................................165
nclminte copii........................................................................................................165
7,28%..........................................................................................................................165
105

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Huge Market
94,39...........................................................................................................................165
7..................................................................................................................................165
Lenjerie intim dam...................................................................................................165
4,41%..........................................................................................................................165
57,18...........................................................................................................................165
8..................................................................................................................................165
Lenjerie intim brbai................................................................................................165
5,34%..........................................................................................................................165
69,29...........................................................................................................................165
9..................................................................................................................................165
Lenjerie intim copii....................................................................................................165
5,51%..........................................................................................................................165
71,48...........................................................................................................................165
10................................................................................................................................165
Accesorii......................................................................................................................165
4,29%..........................................................................................................................165
55,62...........................................................................................................................165
11................................................................................................................................165
Articole cas................................................................................................................165
14,06%........................................................................................................................165
182,34.........................................................................................................................165
12................................................................................................................................165
Articole baie................................................................................................................165
11,17%........................................................................................................................165
144,83.........................................................................................................................165
13................................................................................................................................165
Articole sport...............................................................................................................165
12,16%........................................................................................................................165
157,77.........................................................................................................................165
Total............................................................................................................................165
-...................................................................................................................................165
100%...........................................................................................................................165
106

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1.297,20......................................................................................................................165
5.Tehnici de promovare..............................................................................................165
Reducere temporar de pre.......................................................................................165
Reducere de 10% la pantalonii Jeans pentru brbai...................................................166
Pam = 100 Ron, Pam preul de vnzare cu amnuntul al produsului.......................166
Pam(-10%) = 90 Ron...................................................................................................166
AC = 35%....................................................................................................................166
Q1 = 30 buc, Q1 cantitatea vndut fr reducere..................................................166
Q2 = 60 buc, Q2 cantitatea vndut cu reducere....................................................166
....................................................................................................................................166
....................................................................................................................................166
, PL preul de achiziionare al produsului..................................................................166
....................................................................................................................................166
....................................................................................................................................166
Pb1 = Q1 x MB1 = 30 buc x 21,79 Ron = 653,70 Ron...............................................166
Pb2 = Q2 x MB2 = 60 buc x 13,39 Ron = 803,40 Ron................................................166
Pachetul bonus............................................................................................................166
La 2 prosoape de baie (20 lei bucata) se d un prosop de buctrie bonus (3 lei
bucata)........................................................................................................................166
Pam = 40 Ron.............................................................................................................166
AC = 30%....................................................................................................................166
Q1 = 50 buc, Q1 cantitatea vndut fr prosopu de buctrie..............................166
Q2 = 100 buc, Q2 cantitatea vndut care s-ar vinde cu prosopu de buctrie......166
S-au acordat 100 buc de prosoape de buctrie: 100 buc x 3 = 300 lei.....................166
....................................................................................................................................166
....................................................................................................................................166
....................................................................................................................................166
Pb1 = Q1 x MB = 50 buc x 7,76 Ron = 338 Ron........................................................166
Pb2 = Q2 x MB 300 Ron = 100 buc x 7,76 Ron 300 Ron = 476 Ron......................166
6.Profitul direct pe produs...........................................................................................166
....................................................................................................................................169
....................................................................................................................................169

107

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Huge Market
Iai...............................................................................................................................170
-2008-..........................................................................................................................170
1.Amplasarea raionului...............................................................................................283
Raionul igien-ntreinere-cosmetic se afl n centru hypermarket-ului. Poziia sa este
foarte avantajoas deoarece cumprtorii sunt obligai sa treac prin el pentru a putea
ajunge la case. n partea de nord are ca vecini raionul textile i raionul bazar, n partea
de sud se afl casele de marcat, n partea de est se nvecineaz cu poriunea din hol
unde sunt expuse produse de sezon, iar n partea de vest a acestui raion se afl raionul
alimentar.....................................................................................................................283
n urma rezultatelor obinute din ncasri, suprafaa acestui raion a fost realocat la o
pondere de 20% (cu tot cu hol), ceea ce reprezint 800 m2 din suprafaa total de
4000 m2 a hypermarket-ului. Se prezint sub forma unui dreptunghi cu dimensiunile
de 39,80 m, i respectiv 17,20 m................................................................................283
2.Grupe de mrfuri......................................................................................................283
a)Detergeni rufe:........................................................................................................283
Detergeni de rufe manual (solid);..............................................................................283
Detergeni de rufe pentru main de splat automat (solid);...................................283
Detergeni de rufe manual lichizi;...............................................................................283
Detergeni de rufe pentru maina de spalat automat lichizi;....................................283
Balsamuri pentru rufe;................................................................................................283
Anticalcar;...................................................................................................................283
nlbitori rufe manual (albe i colorate);.....................................................................283
nlbitori rufe pentru main de splat automat (albe i colorate);...........................283
Soluii de ndeprtat petele;........................................................................................283
Solutii anti-ifonare;....................................................................................................284
Apret pentru rufe;.......................................................................................................284
Spun de rufe..............................................................................................................284
b)Detergeni menaj:....................................................................................................284
Pentru buctrie:.........................................................................................................284
Soluie/Praf de curat aragazul;.................................................................................284
Detergent lichid de vase;............................................................................................284
Detergent solid de vase;.............................................................................................284
Soluii de curat faiana, gresia, marmura;................................................................284
Soluii pentru curat suprafeele din inox. ................................................................284
108

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Pentru baie:.................................................................................................................284
Clor;.............................................................................................................................284
Soluii de curat faiana, gresia, marmura;................................................................284
Soluii de curat WC-ul, chiuveta, cada;....................................................................284
Detractant pentru WC;................................................................................................284
Odorizant pentru baie (spray,solid);............................................................................284
Odorizante WC............................................................................................................284
Pentru camer:............................................................................................................284
Soluii pentru curarea parchetului;...........................................................................284
Soluii pentru curarea suprafeelor din gresie, marnur, granit etc.........................284
Soluii de curat geamuri;..........................................................................................284
Odorizante;..................................................................................................................284
Produse pentru tergerea i curarea mobilei;..........................................................284
Soluii/Detergeni pentru curarea covoarelor...........................................................284
c)Igien bucal:...........................................................................................................284
Past de dini;.............................................................................................................284
Periue de dini;...........................................................................................................284
Ap de gur;................................................................................................................284
A dentar;................................................................................................................284
Gel pentru albirea dinilor...........................................................................................284
d)Igien femei:............................................................................................................284
Absorbante;.................................................................................................................284
Tampoane;..................................................................................................................285
Absorbante zilnice;......................................................................................................285
erveele umede intime;.............................................................................................285
Gel de curare intim;.................................................................................................285
Crem epilat;...............................................................................................................285
Cear (rece, cald);.....................................................................................................285
Benzi epilatoare;.........................................................................................................285
Loiune dup epilat;....................................................................................................285
Bic pentru epilat;.........................................................................................................285
Gel (crem) anticelulitic;.............................................................................................285
109

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Antiperspirante (roll-on, crem, stick, spray);.............................................................285
Crem de corp;............................................................................................................285
Loiune de corp;..........................................................................................................285
Lapte de corp;.............................................................................................................285
Crem de mini;..........................................................................................................285
Crem (gel) pentru picoare (antibtturi, abraziv, antivarice);.................................285
Crem mpotriva vergeturilor;.....................................................................................285
Crem contur pentru bust...........................................................................................285
e)Igien copii:..............................................................................................................285
ampon;......................................................................................................................285
erveele umede;........................................................................................................285
Scutece de unic folosin;.........................................................................................285
Ulei de corp;................................................................................................................285
Periue de dini;...........................................................................................................285
Beioare urechi;.........................................................................................................285
Past de dini;.............................................................................................................285
f)Igien corp comun:...................................................................................................285
Gel de du;..................................................................................................................285
Spun solid;.................................................................................................................285
Spun lichid;................................................................................................................285
Spumant de baie;........................................................................................................286
Sare de baie;...............................................................................................................286
Perle de baie;..............................................................................................................286
Ulei de corp;................................................................................................................286
erveele nazale;.........................................................................................................286
Hrtie igienic.............................................................................................................286
g)Igien masculin:.....................................................................................................286
Spum de ras;.............................................................................................................286
Loiune dup ras;........................................................................................................286
Balsam dup ras;.........................................................................................................286
Aparat de ras;..............................................................................................................286
Crem de fa;............................................................................................................286
110

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Masc de fa;.............................................................................................................286
Loiune tonic;.............................................................................................................286
Gel de curare...........................................................................................................286
Gel exfoliant;...............................................................................................................286
Lame pentru aparatul de ras;......................................................................................286
Bic-uri;.........................................................................................................................286
Antiperspirant (stick, roll-on, gel, spray).....................................................................286
h)Parfumerie:..............................................................................................................286
Femei:.........................................................................................................................286
Ap de toalet;............................................................................................................286
Parfum;........................................................................................................................286
Deodorant...................................................................................................................286
Brbai:......................................................................................................................286
Ap de toalet;............................................................................................................286
Parfum;........................................................................................................................286
Deodorant...................................................................................................................286
i)Cosmetice/Produse Make-Up:....................................................................................286
Oj;..............................................................................................................................286
Aceton;......................................................................................................................286
Lac de unghii (ntritor, nutritive, pentru cuticule);.....................................................286
Unghii false;................................................................................................................287
Benzi pentru manichiur;............................................................................................287
Creion pentru unghii;..................................................................................................287
Fard (pleoape, obraz);.................................................................................................287
Pudr (compact, perle);.............................................................................................287
Fond de ten;................................................................................................................287
Rimel (volum, alungire, curbare);................................................................................287
Tu pentru ochi;..........................................................................................................287
Creion pentru sprncene.............................................................................................287
Creion dermatograf;....................................................................................................287
Creion contur buze;.....................................................................................................287
Luciu de buze;.............................................................................................................287
111

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Ruj;..............................................................................................................................287
Balsam pentru buze;...................................................................................................287
j)Hair care (comun):....................................................................................................287
ampon;......................................................................................................................287
Balsam pentru pr;......................................................................................................287
Masc pentru pr;.......................................................................................................287
Crem pentru pr;.......................................................................................................287
Gel pentru pr;............................................................................................................287
Ulei pentru pr;...........................................................................................................287
Fixativ;........................................................................................................................287
Spum;........................................................................................................................287
Cear;..........................................................................................................................287
Spray;..........................................................................................................................287
Vopsea;.......................................................................................................................287
Decolorant...................................................................................................................287
k)ngrijirea tenului pentru femei:.................................................................................287
Crem fa (zi/noapte, antirid, abraziv);....................................................................287
Gel de curare;..........................................................................................................287
Demachiant pentru fa;.............................................................................................287
Demachiant pentru ochi;.............................................................................................287
erveele demachiante;..............................................................................................288
Discuri demachiante;..................................................................................................288
Loiune tonic;.............................................................................................................288
Masc pentru fa;......................................................................................................288
Crem tratament antiacneic;......................................................................................288
Crem pentru zona ochilor..........................................................................................288
l)Diverse:.....................................................................................................................288
Pile pentru unghii;.......................................................................................................288
Unghiere;.....................................................................................................................288
Pensete;......................................................................................................................288
Aplicatoare pentru machiaj;........................................................................................288
Piatr ponce;...............................................................................................................288
112

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Perii/Piaptne;.............................................................................................................288
Portfarduri;..................................................................................................................288
Burei de baie;.............................................................................................................288
Perie de baie;..............................................................................................................288
Beioare de ureche;...................................................................................................288
Bigudiuri;.....................................................................................................................288
Pil pentru picioare;....................................................................................................288
Elastice pr;................................................................................................................288
Prezervative................................................................................................................288
Amenajarea interioar.................................................................................................288
Pentru expunerea acestor grupe de mrfuri s-a folosit mobilier confecionat din pal,
att din considerente economice, ct i estetice, fiind concepute 29 de gondole clasice,
dreptunghiulare, cu un numr variat de rafturi. Deasemena pentru grupa de mrfuri
Cosmetice/Produse Make-Up este utilizat i o vitrin, cu punct de vnzare al acestor
produse, iar pentru grupa Detergeni rufe s-au utilizat dou standuri ptratice,
dispuse pe trei nivele, fiind folosite n mod special pentru produsele din aceast grup
aflate la promoii.........................................................................................................288
Promoiile din fiecare grup de mrfuri sunt expuse la capetele gondolelor. Produsele
aflate la promoie se gsesc deasemenea i pe gondola unde sunt expuse...............288
Tipurile de gondole folosite sunt prezentate mai jos:..................................................288
Gondol clasic tip A: L = 5 m, l = 1 m, nr. rafturi = 4...............................................288
Gondol clasic tip A1: L = 5 m, l = 1 m, nr. rafturi = 3.............................................289
Gondol clasic tip A2: L = 5 m, l = 1 m, nr. rafturi = 5.............................................289
Gondol clasic tip B: L = 5,50 m, l = 1 m, nr. rafturi = 4..........................................289
Gondol clasic tip B1: L = 5,50 m, l = 1 m, nr. rafturi = 5........................................289
Gondol clasic tip C: L = 3 m, l = 1 m, nr. rafturi = 5...............................................289
Stand (gondol tip D): L = 2 m, l = 2 m, nr. rafturi = 3..............................................289
Vitrin (gondol tip E): L = 2 m, l = 0,50 m, nr. rafturi = 1.........................................289
Vitrin (gondol tip E1): L = 5 m, l = 0,50 m, nr. rafturi = 1.......................................289
Toate gondolele clasice sunt prevzute cu capete de 0,50 m.....................................289
Acest raion dispune de un depozit, situat n partea de nord a raionului bazar, iar
accesul la acesta este posibil doar prin culoarul principal ce separa raionul bazar de
raionul textile. ............................................................................................................289
3.Calculul indicatorilor.................................................................................................289

113

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3.1.Aria total a raionului............................................................................................289
n urma ncasrilor obinute n anul precedent, s-a decis ca suprafaa acestui raion sa
fie realocat la 20% (inclusiv holul) din suprafaa total a hypermarket-ului.............289
AR = 20% 4000 m2 = 800 m2.................................................................................289
3.2.ncasrile raionului................................................................................................289
Randamentul mediu global este de 60.000 Ron / m2.................................................289
R = AR = 800 60.000 = 48.000.000 Ron...........................................................289
3.3.Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)........................................289
Nr................................................................................................................................289
Crt...............................................................................................................................289
Grupa de mrfuri.........................................................................................................289
Ponderea ncasrilor....................................................................................................289
1..................................................................................................................................289
Detergeni rufe............................................................................................................289
13,70%........................................................................................................................289
2..................................................................................................................................289
Detergeni menaj........................................................................................................289
10,90%........................................................................................................................289
3..................................................................................................................................289
Igien bucal...............................................................................................................289
7,80%..........................................................................................................................289
4..................................................................................................................................289
Igien femei................................................................................................................289
8,00%..........................................................................................................................289
5..................................................................................................................................289
Igien copii..................................................................................................................289
6,10%..........................................................................................................................289
6..................................................................................................................................289
Igien corp (comun)....................................................................................................289
8,60%..........................................................................................................................289
7..................................................................................................................................289
Igien masculin.........................................................................................................289

114

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8,30%..........................................................................................................................289
8..................................................................................................................................289
Parfumerie...................................................................................................................289
8,50%..........................................................................................................................289
9..................................................................................................................................289
Cosmetice/Produse Make-up.......................................................................................289
7,50%..........................................................................................................................289
10................................................................................................................................289
Hair care (comun).......................................................................................................289
7,10%..........................................................................................................................289
11................................................................................................................................289
ngrijirea tenului pentru femei.....................................................................................289
8,50%..........................................................................................................................289
12................................................................................................................................290
Diverse........................................................................................................................290
5,00%..........................................................................................................................290
Total............................................................................................................................290
-...................................................................................................................................290
100%...........................................................................................................................290
3.4.Adaosul comercial pe fiecare grup de mrfuri (AC).............................................290
Nr................................................................................................................................290
Crt...............................................................................................................................290
Grupa de mrfuri.........................................................................................................290
Adaosul comercial.......................................................................................................290
1..................................................................................................................................290
Detergeni rufe............................................................................................................290
23%.............................................................................................................................290
2..................................................................................................................................290
Detergeni menaj........................................................................................................290
25%.............................................................................................................................290
3..................................................................................................................................290
Igien bucal...............................................................................................................290
115

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24%.............................................................................................................................290
4..................................................................................................................................290
Igien femei................................................................................................................290
26%.............................................................................................................................290
5..................................................................................................................................290
Igien copii..................................................................................................................290
26%.............................................................................................................................290
6..................................................................................................................................290
Igien corp (comun)....................................................................................................290
26%.............................................................................................................................290
7..................................................................................................................................290
Igien masculin.........................................................................................................290
28%.............................................................................................................................290
8..................................................................................................................................290
Parfumerie...................................................................................................................290
26%.............................................................................................................................290
9..................................................................................................................................290
Cosmetice/Produse Make-Up.......................................................................................290
25%.............................................................................................................................290
10................................................................................................................................290
Hair care (comun).......................................................................................................290
25%.............................................................................................................................290
11................................................................................................................................290
ngrijirea tenului pentru femei.....................................................................................290
25%.............................................................................................................................290
12................................................................................................................................290
Diverse........................................................................................................................290
25%.............................................................................................................................290
3.5.Valoarea ncasrilor pe fiecare grup de mrfuri..................................................290
Vgr = PGr R.............................................................................................................290
Nr................................................................................................................................290
Crt...............................................................................................................................290
116

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Grupa de mrfuri.........................................................................................................290
Ponderea ncasrilor....................................................................................................290
Valoarea ncasrilor (Ron)...........................................................................................290
1..................................................................................................................................290
Detergeni rufe............................................................................................................290
13,70%........................................................................................................................290
6.576.000,00...............................................................................................................290
2..................................................................................................................................290
Detergeni menaj........................................................................................................290
10,90%........................................................................................................................290
5.232.000,00...............................................................................................................290
3..................................................................................................................................290
Igien bucal...............................................................................................................290
7,80%..........................................................................................................................290
3.744.000,00...............................................................................................................290
4..................................................................................................................................290
Igien femei................................................................................................................290
8,00%..........................................................................................................................290
3.840.000,00...............................................................................................................290
5..................................................................................................................................290
Igien copii..................................................................................................................290
6,10%..........................................................................................................................290
2.928.000,00...............................................................................................................290
6..................................................................................................................................290
Igien corp (comun)....................................................................................................290
8,60%..........................................................................................................................290
4.128.000,00...............................................................................................................290
7..................................................................................................................................290
Igien masculin.........................................................................................................290
8,30%..........................................................................................................................290
3.984.000,00...............................................................................................................290
8..................................................................................................................................290
117

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Parfumerie...................................................................................................................290
8,50%..........................................................................................................................290
4.080.000,00...............................................................................................................290
9..................................................................................................................................291
Cosmetice/Produse Make-Up.......................................................................................291
7,50%..........................................................................................................................291
3.600.000,00...............................................................................................................291
10................................................................................................................................291
Hair care (comun).......................................................................................................291
7,10%..........................................................................................................................291
3.408.000,00...............................................................................................................291
11................................................................................................................................291
ngrijirea tenului pentru femei.....................................................................................291
8,50%..........................................................................................................................291
4.080.000,00...............................................................................................................291
12................................................................................................................................291
Diverse........................................................................................................................291
5,00%..........................................................................................................................291
2.400.000,00...............................................................................................................291
Total............................................................................................................................291
-...................................................................................................................................291
100%...........................................................................................................................291
48.000.000,00.............................................................................................................291
3.6.Valoarea achiziiilor pe fiecare grup de mrfuri...................................................291
VAgr = Vgr/(1+AC).....................................................................................................291
Nr................................................................................................................................291
Crt...............................................................................................................................291
Grupa de mrfuri.........................................................................................................291
Adaosul comercial.......................................................................................................291
Valoarea achiziiilor (Ron)...........................................................................................291
1..................................................................................................................................291
Detergeni rufe............................................................................................................291
118

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23%.............................................................................................................................291
5.346.341,46...............................................................................................................291
2..................................................................................................................................291
Detergeni menaj........................................................................................................291
25%.............................................................................................................................291
4.185.600,00...............................................................................................................291
3..................................................................................................................................291
Igien bucal...............................................................................................................291
24%.............................................................................................................................291
3.019.354,84...............................................................................................................291
4..................................................................................................................................291
Igien femei................................................................................................................291
26%.............................................................................................................................291
3.047.619,05...............................................................................................................291
5..................................................................................................................................291
Igien copii..................................................................................................................291
26%.............................................................................................................................291
2.323.809,52...............................................................................................................291
6..................................................................................................................................291
Igien corp (comun)....................................................................................................291
26%.............................................................................................................................291
3.276.190,48...............................................................................................................291
7..................................................................................................................................291
Igien masculin.........................................................................................................291
28%.............................................................................................................................291
3.112.500,00...............................................................................................................291
8..................................................................................................................................291
Parfumerie...................................................................................................................291
26%.............................................................................................................................291
3.238.095,24...............................................................................................................291
9..................................................................................................................................291
Cosmetice/Produse Make-Up.......................................................................................291
119

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25%.............................................................................................................................291
2.880.000,00...............................................................................................................291
10................................................................................................................................291
Hair care (comun).......................................................................................................291
25%.............................................................................................................................291
2.726.400,00...............................................................................................................291
11................................................................................................................................291
ngrijirea tenului pentru femei.....................................................................................291
25%.............................................................................................................................291
3.264.000,00...............................................................................................................291
12................................................................................................................................292
Diverse........................................................................................................................292
25%.............................................................................................................................292
1.920.000,00...............................................................................................................292
Total............................................................................................................................292
-...................................................................................................................................292
-...................................................................................................................................292
38.339.910,59.............................................................................................................292
3.7.Marja comercial n expresie valoric pe fiecare grup de mrfuri.......................292
MCgr = Vgr - VAgr......................................................................................................292
Nr................................................................................................................................292
Crt...............................................................................................................................292
Grupa de mrfuri.........................................................................................................292
Valoarea ncasrilor (Ron)...........................................................................................292
Valoarea achiziiilor (Ron)...........................................................................................292
Marja comercial total...............................................................................................292
1..................................................................................................................................292
Detergeni rufe............................................................................................................292
6.576.000,00...............................................................................................................292
5.346.341,46...............................................................................................................292
1.229.658,54...............................................................................................................292
2..................................................................................................................................292
120

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Detergeni menaj........................................................................................................292
5.232.000,00...............................................................................................................292
4.185.600,00...............................................................................................................292
1.046.400,00...............................................................................................................292
3..................................................................................................................................292
Igien bucal...............................................................................................................292
3.744.000,00...............................................................................................................292
3.019.354,84...............................................................................................................292
724.645,16..................................................................................................................292
4..................................................................................................................................292
Igien femei................................................................................................................292
3.840.000,00...............................................................................................................292
3.047.619,05...............................................................................................................292
792.380,95..................................................................................................................292
5..................................................................................................................................292
Igien copii..................................................................................................................292
2.928.000,00...............................................................................................................292
2.323.809,52...............................................................................................................292
604.190,48..................................................................................................................292
6..................................................................................................................................292
Igien corp (comun)....................................................................................................292
4.128.000,00...............................................................................................................292
3.276.190,48...............................................................................................................292
851.809,52..................................................................................................................292
7..................................................................................................................................292
Igien masculin.........................................................................................................292
3.984.000,00...............................................................................................................292
3.112.500,00...............................................................................................................292
871.500,00..................................................................................................................292
8..................................................................................................................................292
Parfumerie...................................................................................................................292
4.080.000,00...............................................................................................................292
121

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3.238.095,24...............................................................................................................292
841.904,76..................................................................................................................292
9..................................................................................................................................292
Cosmetice/Produse Make-Up.......................................................................................292
3.600.000,00...............................................................................................................292
2.880.000,00...............................................................................................................292
720.000,00..................................................................................................................292
10................................................................................................................................292
Hair care (comun).......................................................................................................292
3.408.000,00...............................................................................................................292
2.726.400,00...............................................................................................................292
681.600,00..................................................................................................................292
11................................................................................................................................292
ngrijirea tenului pentru femei.....................................................................................292
4.080.000,00...............................................................................................................292
3.264.000,00...............................................................................................................292
816.000,00..................................................................................................................292
12................................................................................................................................292
Diverse........................................................................................................................292
2.400.000,00...............................................................................................................292
1.920.000,00...............................................................................................................292
480.000,00..................................................................................................................292
Total............................................................................................................................292
-...................................................................................................................................292
48.000.000,00.............................................................................................................292
38.339.910,59.............................................................................................................292
9.660.089,41...............................................................................................................292
3.8.Ponderea fiecrei grupe de mrfuri din marja comercial total..........................292
MCgr% = MCgr 100 / MCt..........................................................................................292
Nr................................................................................................................................292
Crt...............................................................................................................................292
Grupa de mrfuri.........................................................................................................292
122

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Marja comercial total...............................................................................................292
Ponderea din marja comercial total.........................................................................292
1..................................................................................................................................292
Detergeni rufe............................................................................................................292
1.229.658,54...............................................................................................................292
12,73%........................................................................................................................292
2..................................................................................................................................292
Detergeni menaj........................................................................................................292
1.046.400,00...............................................................................................................292
10,83%........................................................................................................................292
3..................................................................................................................................292
Igien bucal...............................................................................................................292
724.645,16..................................................................................................................292
7,50%..........................................................................................................................292
4..................................................................................................................................292
Igien femei................................................................................................................292
792.380,95..................................................................................................................292
8,20%..........................................................................................................................292
5..................................................................................................................................293
Igien copii..................................................................................................................293
604.190,48..................................................................................................................293
6,25%..........................................................................................................................293
6..................................................................................................................................293
Igien corp (comun)....................................................................................................293
851.809,52..................................................................................................................293
8,82%..........................................................................................................................293
7..................................................................................................................................293
Igien masculin.........................................................................................................293
871.500,00..................................................................................................................293
9,02%..........................................................................................................................293
8..................................................................................................................................293
Parfumerie...................................................................................................................293
123

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Huge Market
841.904,76..................................................................................................................293
8,72%..........................................................................................................................293
9..................................................................................................................................293
Cosmetice/Produse Make-Up.......................................................................................293
720.000,00..................................................................................................................293
7,45%..........................................................................................................................293
10................................................................................................................................293
Hair care (comun).......................................................................................................293
681.600,00..................................................................................................................293
7,06%..........................................................................................................................293
11................................................................................................................................293
ngrijirea tenului pentru femei.....................................................................................293
816.000,00..................................................................................................................293
8,45%..........................................................................................................................293
12................................................................................................................................293
Diverse........................................................................................................................293
480.000,00..................................................................................................................293
4,97%..........................................................................................................................293
Total............................................................................................................................293
-...................................................................................................................................293
9.660.089,41...............................................................................................................293
100%...........................................................................................................................293
4.Profitul direct pe produs...........................................................................................293
5.Calculul linearului.....................................................................................................294
5.1.Calculul linearului la sol.....................................................................................295
Toate gondolele clasice din acest raion au capete de 0,50 m..................................295
Gondol tip A, A1 i A2:............................................................................................295
L = 5 m....................................................................................................................295
l = 1 m.....................................................................................................................295
Ld(A) = Ld(A1) = Ld(A2) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14
m..............................................................................................................................295
Gondol tip B i B1:..................................................................................................295

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L = 5,50 m...............................................................................................................295
l = 1 m.....................................................................................................................295
Ld(B) = Ld(B1) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m = 15 m. .295
Gondol tip C:..........................................................................................................295
L = 3 m....................................................................................................................295
l = 1 m.....................................................................................................................295
Ld(C) = 2 L + 2 l + 4 C = 2 3 m + 2 1 m + 4 0,50 m = 10 m......................295
Gondol tip D (palei):..............................................................................................295
L = 2 m....................................................................................................................295
l = 2 m.....................................................................................................................295
Ld(D) = 2 (L + l) = 2 (2 m + 2 m) = 8 m.............................................................295
Gondol tip E (vitrin):.............................................................................................295
L = 2 m....................................................................................................................295
l = 0,50 m................................................................................................................295
Ld(E) = L + 2 l =2 m + 2 0,50 m = 3 m...............................................................295
Gondol tip E1 (vitrin):...........................................................................................295
L = 5 m....................................................................................................................295
l = 0,50 m................................................................................................................295
Ld(E1) = L + 2 l =5 m + 2 0,50 m = 6 m.............................................................295
5.2.Calculul linearului dezvoltat...............................................................................295
Notaii:.....................................................................................................................295
Ld = linearul dezvoltat alocat grupei de mrfuri......................................................295
nr = numrul de rafturi............................................................................................295
Ni = numrul de gondole.........................................................................................295
Gondol tip A: .........................................................................................................296
Ld(A) = Ls(A) nr Ni = 14 m 4 3 = 168 m..........................................................296
Gondol tip A1: .......................................................................................................296
Ld(A1) = Ls(A1) nr Ni = 14 m 3 6 = 252 m......................................................296
Gondol tip A2: .......................................................................................................296
Ld(A2) = Ls(A2) nr Ni = 14 m 5 1 = 140 m......................................................296
Gondol tip B: .........................................................................................................296
Ld(B) = Ls(B) nr Ni = 15 m 4 10 = 600 m........................................................296
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Gondol tip B1: .......................................................................................................296
Ld(B1) = Ls(B1) nr Ni = 15 m 5 2 = 150 m......................................................296
Gondol tip C: .........................................................................................................296
Ld(C) = Ls(C) nr Ni = 10 m 5 6 = 300 m..........................................................296
Gondol tip D: .........................................................................................................296
Ld(D) = Ls(D) nr Ni = 8 m 3 2 = 48 m.............................................................296
Gondol tip E: ..........................................................................................................296
Ld(E) = Ls(E) nr Ni = 3 m 1 2 = 6 m................................................................296
Gondol tip E1: ........................................................................................................296
Ld(E1) = Ls(E1) nr Ni = 6 m 1 2 = 12 m..........................................................296
5.3.Linearul dezvoltat alocat fiecrei grupe de mrfuri............................................296
LGr = MGr% Ldt.....................................................................................................296
.................................................................................................................................296
Nr................................................................................................................................296
Crt...............................................................................................................................296
Grupa de mrfuri.........................................................................................................296
Ponderea din marja comercial total.........................................................................296
Linearul dezvoltat alocat grupei de mrfuri (m)..........................................................296
1..................................................................................................................................296
Detergeni rufe............................................................................................................296
12,73%........................................................................................................................296
213,34.........................................................................................................................296
2..................................................................................................................................296
Detergeni menaj........................................................................................................296
10,83%........................................................................................................................296
181,55.........................................................................................................................296
3..................................................................................................................................296
Igien bucal...............................................................................................................296
7,50%..........................................................................................................................296
125,72.........................................................................................................................296
4..................................................................................................................................296
Igien femei................................................................................................................296
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8,20%..........................................................................................................................296
137,48.........................................................................................................................296
5..................................................................................................................................296
Igien copii..................................................................................................................296
6,25%..........................................................................................................................296
104,83.........................................................................................................................296
6..................................................................................................................................296
Igien corp (comun)....................................................................................................296
8,82%..........................................................................................................................296
147,79.........................................................................................................................296
7..................................................................................................................................296
Igien masculin.........................................................................................................296
9,02%..........................................................................................................................296
151,20.........................................................................................................................296
8..................................................................................................................................296
Parfumerie...................................................................................................................296
8,72%..........................................................................................................................296
146,07.........................................................................................................................296
9..................................................................................................................................296
Cosmetice...................................................................................................................296
7,45%..........................................................................................................................296
124,92.........................................................................................................................296
10................................................................................................................................297
Hair care (comun).......................................................................................................297
7,06%..........................................................................................................................297
118,26.........................................................................................................................297
11................................................................................................................................297
ngrijirea tenului pentru femei.....................................................................................297
8,45%..........................................................................................................................297
141,57.........................................................................................................................297
12................................................................................................................................297
Diverse........................................................................................................................297
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4,97%..........................................................................................................................297
83,28...........................................................................................................................297
Total............................................................................................................................297
-...................................................................................................................................297
100%...........................................................................................................................297
1.676,00......................................................................................................................297
6.Tehnici de promovare..............................................................................................297
Pachetul cuplu.............................................................................................................297
Detergent automat de rufe marca Dero Surf la pung de 4 Kg vndut mpreun cu un
balsam de rufe Semmana de 200 mL gratuit...........................................................297
Pam = 26,50 Ron, Pam preul de vnzare cu amnuntul........................................297
AC = 23%, AC adaosul comercial............................................................................297
Q1 = 1000 buc, Q1 cantitatea vndut n regim normal.........................................297
Q2 = 1500 buc, Q2 cantitatea vndut n regim de pachet cuplu...........................297
Distribuie gratuit 1500 balsame rufe la 1,20 Ron x 1500 = 1800 Ron.......................297
...................................................................................................................................297
, PL preul de achiziionare.......................................................................................297
, MB marja brut.......................................................................................................297
Pb1 = Q1 x MB = 1000 buc x 4,17 Ron = 4170 Ron...................................................297
Pb2 = Q2 x MB 1800 Ron = 1500 buc x 4,17 Ron 1800 Ron = 4455 Ron..............297
Cuponul.......................................................................................................................297
Un bon n valoare de 5 Ron care poate fi utilizat pentru cumprarea cremei Nivea
Oxigen Power n valoare de 36,50 Ron........................................................................297
Pam = 36,50 Ron........................................................................................................297
Pam(Cup) = 31,50 Ron................................................................................................297
AC = 25%....................................................................................................................297
Q1 = 250 buc, Q1 cantitatea vndut n regim normal............................................298
Q2 = 400 buc, Q2 cantitatea vndut n regim de cupon.........................................298
S-au prezentat 150 de clieni cu cte un cupon..........................................................298
....................................................................................................................................298
....................................................................................................................................298
, PL preul de achiziionare.......................................................................................298

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....................................................................................................................................298
....................................................................................................................................298
Pb1 = Q1 x MB1 = 250 buc x 6,13 Ron = 1532,50 Ron..............................................298
Pb2 = 250 buc x 6,13 Ron + 150 buc x 1,93 Ron = 1822 Ron....................................298
Programul pro-causa...................................................................................................298
5% din preul de vnzare cu amnuntul al loiunilor de corp Dove Beauty Milk se
doneaz programului Lupta mpotriva cancerului la sn.........................................298
Pam = 15 Ron.............................................................................................................298
Pam(Prog) = 14,25 Ron...............................................................................................298
AC = 26%....................................................................................................................298
Q1 = 300 buc, Q1 cantitatea vndut n regim normal............................................298
Q2(Prog) = 500 buc, Q2 cantitatea vndut n regim de program pro-causa...........298
....................................................................................................................................298
....................................................................................................................................298
, PL preul de achiziionare.......................................................................................298
....................................................................................................................................298
....................................................................................................................................298
Pb1 = Q1 x MB1 = 300 buc x 2,60 Ron = 780 Ron.....................................................298
Pb2 = Q2 x MB2 = 500 buc x 1,97 Ron = 985 Ron.....................................................298
Pachetul ofert............................................................................................................298
Detergent menaj Cif Cream mpreun cu detergent menaj Domestos, la o reducere
de 10% pe pachet.......................................................................................................299
Pam1(Pac) = 15 Ron...................................................................................................299
Pam2(-10%) = 13,64 Ron............................................................................................299
AC = 25%....................................................................................................................299
TVA = 19%..................................................................................................................299
Q1 = 800 buc, Q1 cantitatea vndut fr reducere................................................299
Q2 = 1700 buc, Q2 cantitatea vndut cu reducere................................................299
....................................................................................................................................299
....................................................................................................................................299
, PL preul de achiziionare.......................................................................................299
....................................................................................................................................299

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....................................................................................................................................299
Pb1 = Q1 x MB1 = 800 buc x 2,52 Ron = 2016 Ron...................................................299
Pb2 = Q2 x MB2 = 1700 buc x 1,38 Ron = 2346 Ron.................................................299
1.Poziionarea raionului...............................................................................................414
2.Grupe de mrfuri......................................................................................................414
Grupele de mrfuri care sunt prezente n acest raion sunt:........................................414
a)Buturi alcoolice:.....................................................................................................414
Alcoolice tari:...............................................................................................................414
uic/Rachiu (diverse sortimente);..............................................................................414
Whisky;........................................................................................................................414
Vin ars;........................................................................................................................414
Gin;..............................................................................................................................414
Rom;............................................................................................................................414
Lichior.........................................................................................................................415
Moderat alcoolice:.......................................................................................................415
Vinuri (diverse tipuri i caliti);..................................................................................415
Spumante;...................................................................................................................415
ampanii;....................................................................................................................415
Licoroase;....................................................................................................................415
Vermut........................................................................................................................415
Slab alcoolice:.............................................................................................................415
Bere blond;................................................................................................................415
Bere brun;.................................................................................................................415
Bere fr alcool...........................................................................................................415
b)Buturi nonalcoolice:...............................................................................................415
Sucuri naturale:...........................................................................................................415
Nectare........................................................................................................................415
Buturi necarbogazoase:.............................................................................................415
Buturi rcoritoare fr acid(diverse sortimente);......................................................415
Ice Tea;.......................................................................................................................415
Siropuri........................................................................................................................415
Buturi carbogaoase:..................................................................................................415
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Buturi rcoritoare (cola, diverse sortimente);............................................................415
Energizante.................................................................................................................415
c)Ape:..........................................................................................................................415
Ap plat;....................................................................................................................415
Ap mineral paial carbogazoas;.............................................................................415
Ap mineral carbogazoas........................................................................................415
d)Conserve:.................................................................................................................415
Fructe i legume conservate:......................................................................................415
Compoturi de fructe;...................................................................................................415
Dulceuri/Gemuri/Marmelade din fructe;.....................................................................415
Fructe uscate;.............................................................................................................415
Legume conservate n oet;.........................................................................................415
Legume conservate la cutie/borcan;...........................................................................415
Paste de tomate/Roii n sos/Sucuri de roii/Ketchup;.................................................416
Msline;.......................................................................................................................416
Diverse sortimente de sosuri.......................................................................................416
Conserve din carne:....................................................................................................416
Conserve din carne n sos propriu/diferite sosuri;.......................................................416
Pate-uri (porc/pasre/vit);..........................................................................................416
Pate-uri vegetale;........................................................................................................416
Conserve din pete (n ulei/n sos);.............................................................................416
Conserve cu mncare preparat.................................................................................416
e)Dulciuri:....................................................................................................................416
Produse de carmelaj umplute/neumplute (dropsuri, bomboane, jeleuri);...................416
Ciocolat:....................................................................................................................416
Obinuit (simpl/cu diverse ingrediente);..................................................................416
Dietetic;.....................................................................................................................416
Bomboane;..................................................................................................................416
Drajeuri;......................................................................................................................416
Ciocolat menaj;.........................................................................................................416
Fulgi de ciocolat;.......................................................................................................416
Batoane.......................................................................................................................416
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ngheat i tort de ngheat;.....................................................................................416
Napolitane (simple sau cu diverse umpluturi);............................................................416
Biscuii (simpli sau cu diverse umpluturi);...................................................................416
Chips-uri/Snacks-uri (diverse sortimente);..................................................................416
Cake-bar-uri/Rulade (mini prjituri);............................................................................416
Croasante....................................................................................................................416
f)Produse alimentare de baz:....................................................................................416
Zahr (pudr, cuburi, cristale, brun);..........................................................................416
Fin alb/Mlai/Gri/Tr;.......................................................................................416
Orez/Arpaca/Nut;.....................................................................................................416
Ulei floarea soarelui/Ulei msline/Ulei soia/Ulei porumb;............................................416
Oet mere/Oet mere i miere/Oet vin/Oet balsamic;...............................................416
Sare Iodat/Sare Neiodat/Sare fin;..........................................................................417
Condimente;................................................................................................................417
Aditivi de patiserie;.....................................................................................................417
Paste finoase;............................................................................................................417
Cereale expandate......................................................................................................417
g)Stimulente:...............................................................................................................417
Ceaiuri;........................................................................................................................417
Mierea;........................................................................................................................417
Cafea (instant, solubil, ness, decofeinizat, amestec, amruie);...............................417
Ciocolat cald;...........................................................................................................417
Capuccino;..................................................................................................................417
Inka.............................................................................................................................417
h)Legume/fructe congelate:........................................................................................417
Legume mexicane;......................................................................................................417
Amestecuri legume pentru ciorb/sup;......................................................................417
Cartofi pai;..................................................................................................................417
Mazre/Porumb/Fasole verde congelate;.....................................................................417
Diverse fructe i amestecuri congelate.......................................................................417
i)Legume/fructe proaspete:.........................................................................................417
Rdcinoase (cartofi, morcov, pstrnac, ptrunjel, elin etc.);................................417
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Nerdcinoase (roii, castrevei, ardei etc.);...............................................................417
Fructe citrice;..............................................................................................................417
Fructe exotice;............................................................................................................417
Fructe obinuite..........................................................................................................417
j)Carne refrigerat:......................................................................................................417
Pete;..........................................................................................................................417
Fructe de mare;...........................................................................................................417
Organe porc/vit/pasre(ficat, pipote, limba, rinichi, inim, burt);............................417
Hran pentru animale;................................................................................................417
Carne porc/pasre/vit/miel cu os i dezosat;...........................................................417
Carne tocat simpl....................................................................................................417
k)Carne congelat:......................................................................................................417
Carne porc/pasre/vit/miel/vnat cu os i dezosat;.................................................417
Pete;..........................................................................................................................418
Organe porc/vit/pasre(ficat, pipote, limba, rinichi, inim, burt);............................418
Hran pentru animale;................................................................................................418
Fructe de mare;...........................................................................................................418
Past de mici;..............................................................................................................418
Carne tocat................................................................................................................418
l)Mezeluri/preparate din carne:...................................................................................418
Salamuri/Parizer;.........................................................................................................418
Crnai/Cremwursti/Cabanos;......................................................................................418
Specialiti fierte i afumate (pastrame, muchi, piept, cotlet, unc presat, bacon,
rulad din carne, tob, caltabo, pate, drob, lebr);...................................................418
Specialiti afumate (pastram afumat, pastram de oaie, pastram vnat);..........418
Past de mici;..............................................................................................................418
Carne tocat pentru chiftele, sarmale, perioare i crochete;.....................................418
Pete afumat;..............................................................................................................418
Pete marinat;.............................................................................................................418
Salate de icree/Icree...................................................................................................418
m)Lactate:...................................................................................................................418
Ou;............................................................................................................................418

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Lapte de consum;........................................................................................................418
Produse lactate acide:.................................................................................................418
Iaurt/Lapte btut/Kefir/Sana;.......................................................................................418
Smntn....................................................................................................................418
Unt/Margarin (de mas, pentru patiserie, pentru panificaie etc.);...........................418
Brnzeturi:...................................................................................................................418
cu past moale: brnz dulce, brnz telemea, urd, brnz frmntat, brnz topit;
....................................................................................................................................418
cu past tare: ca, cacaval (proaspt/afumat, vidat/nevidat);...................................418
specialiti: parmezan, brnz cu mucegaiuri nobile, chwaitzer, brnz cheadar, brnz
de tip Pecorino etc......................................................................................................418
n)Preparate culinare:...................................................................................................418
Salate (beuf, oriental etc.);......................................................................................418
Pizza/Fast-food;...........................................................................................................418
Diferite feluri de mncare tradiional;.......................................................................419
Prjituri;.......................................................................................................................419
Torturi;........................................................................................................................419
Produse de patiserie. ..................................................................................................419
o)Brutrie:...................................................................................................................419
Pine (diferite sortimente);.........................................................................................419
Covrigi;........................................................................................................................419
Cornuri;.......................................................................................................................419
Cozonac;......................................................................................................................419
Blaturi de tort;.............................................................................................................419
Croasante;...................................................................................................................419
Preparate de panificaie..............................................................................................419
Amenajarea interioar.................................................................................................419
Grupele de mrfuri prezentate anterior sunt expuse n cadrul raionului pe un divers
mobilier, ce cuprinde gondole clasice prevzute cu capete de 0,50 m, lzi frigorifice,
vitrine frigorifice, standuri de expunere i dou vitrine cu punct de cntrire a
produselor care sunt expuse (produsele vndute vrac). La vitrinele frigorifice de
preparate culinare, brutrie i cele cu carne refrigerat, situate la perete sunt
prevzute cu puncte de servire, fiecare avnd 3-4 vnztori......................................419

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Pentru pete s-a alocat un spaiu separat de restul raionului pentru evita mirosul
neplcut i este prevzut cu un depozit separat pentru o aprovizionare rapid. Raionul
mai dispune de nc 5 depozite, dispuse pe marginile de vest si de nord a raionului.
Vitrinele i lzile frigorifice sunt dispuse ct mai aproape de aceste depozite pentru a
putea fi aprovizionate mai rapid.................................................................................419
Raionul alimentar ofer consumatorilor posibilitatea de a achiziiona tot ceea ce au
nevoie i tot ceea ce i doresc, ntr-un mod agreabil, datorit gruprii produselor pe
grupe de mrfuri i a dispunerii lor pe gondole...........................................................419
Raionul dispune de o gam larg de produse, de caliti i standarde diferite, pentru
toate tipurile de buzunare, oferind n permanen promoii la multe produse din fiecare
grup de mrfuri, fiind expuse la capetele gondolelor. Aceste promoii variaz de la o
sptmn la alta, atrgnd tot mai muli clieni curioi de noile oferte....................419
3.Calculul indicatorilor.................................................................................................419
3.1.Aria raionului.........................................................................................................419
Avnd n vedere ponderea ncasrilor nregistrat n anul precedent, s-a decis
realocarea suprafeei acestui raion la un procent de 45% (inclusiv holul) din suprafaa
total a hypermarket-ului............................................................................................420
AR = 45% 4000 m2 = 1800 m2...............................................................................420
3.2.ncasrile raionului................................................................................................420
Randamentul mediu global al vnzrilor este de 60.000 Ron/m2...............................420
R = AR = 60.000 1800 = 108.000.000 Ron.......................................................420
3.3.Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)........................................420
Nr. Crt..........................................................................................................................420
Grupa de mrfuri.........................................................................................................420
Ponderea.....................................................................................................................420
ncasrilor....................................................................................................................420
1..................................................................................................................................420
Buturi alcoolice..........................................................................................................420
6,60%..........................................................................................................................420
2..................................................................................................................................420
Buturi nonalcoolice....................................................................................................420
7,00%..........................................................................................................................420
3..................................................................................................................................420
Ape..............................................................................................................................420

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4,10%..........................................................................................................................420
4..................................................................................................................................420
Conserve.....................................................................................................................420
8,30%..........................................................................................................................420
5..................................................................................................................................420
Dulciuri........................................................................................................................420
8,60%..........................................................................................................................420
6..................................................................................................................................420
Produse alimentare de baz........................................................................................420
17,50%........................................................................................................................420
7..................................................................................................................................420
Stimulente...................................................................................................................420
6,80%..........................................................................................................................420
8..................................................................................................................................420
Legume/Fructe congelate............................................................................................420
1,10%..........................................................................................................................420
9..................................................................................................................................420
Legume/Fructe proaspete...........................................................................................420
4,00%..........................................................................................................................420
10................................................................................................................................420
Carne refrigerata.........................................................................................................420
9,20%..........................................................................................................................420
11................................................................................................................................420
Carne congelat..........................................................................................................420
3,00%..........................................................................................................................420
12................................................................................................................................420
Mezeluri/Preparate din carne......................................................................................420
10,80%........................................................................................................................420
13................................................................................................................................420
Lactate........................................................................................................................420
8,06%..........................................................................................................................420
14................................................................................................................................420
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Produse culinare..........................................................................................................420
2,20%..........................................................................................................................420
15................................................................................................................................420
Brutrie.......................................................................................................................420
2,20%..........................................................................................................................420
Total............................................................................................................................420
-...................................................................................................................................420
100%...........................................................................................................................420
3.4.Adaosul comercial practicat pentru fiecare grup de mrfuri (AC).......................420
Nr. Crt..........................................................................................................................420
Grupa de mrfuri.........................................................................................................420
Adaosul.......................................................................................................................420
Comercial....................................................................................................................420
1..................................................................................................................................420
Buturi alcoolice..........................................................................................................420
25%.............................................................................................................................420
2..................................................................................................................................420
Buturi nonalcoolice....................................................................................................420
24%.............................................................................................................................420
3..................................................................................................................................420
Ape..............................................................................................................................420
20%.............................................................................................................................420
4..................................................................................................................................420
Conserve.....................................................................................................................420
23%.............................................................................................................................420
5..................................................................................................................................420
Dulciuri........................................................................................................................420
23%.............................................................................................................................420
6..................................................................................................................................420
Produse alimentare de baz........................................................................................420
25%.............................................................................................................................420
7..................................................................................................................................421
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Cafea/Ceaiuri...............................................................................................................421
25%.............................................................................................................................421
8..................................................................................................................................421
Legume/Fructe congelate............................................................................................421
20%.............................................................................................................................421
9..................................................................................................................................421
Legume/Fructe proaspete...........................................................................................421
24%.............................................................................................................................421
10................................................................................................................................421
Carne refrigerata.........................................................................................................421
22%.............................................................................................................................421
11................................................................................................................................421
Carne congelat..........................................................................................................421
22%.............................................................................................................................421
12................................................................................................................................421
Mezeluri/Preparate din carne......................................................................................421
22%.............................................................................................................................421
13................................................................................................................................421
Lactate........................................................................................................................421
20%.............................................................................................................................421
14................................................................................................................................421
Produse culinare..........................................................................................................421
17%.............................................................................................................................421
15................................................................................................................................421
Brutrie.......................................................................................................................421
17%.............................................................................................................................421
3.5.Valoarea ncasrilor pe fiecare grup de mrfuri..................................................421
Vgr = PGr R.............................................................................................................421
Nr. Crt..........................................................................................................................421
Grupa de mrfuri.........................................................................................................421
Ponderea.....................................................................................................................421
ncasrilor....................................................................................................................421
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Valoarea......................................................................................................................421
ncasrilor (Ron)..........................................................................................................421
1..................................................................................................................................421
Buturi alcoolice..........................................................................................................421
6,60%..........................................................................................................................421
7.128.000,00...............................................................................................................421
2..................................................................................................................................421
Buturi nonalcoolice....................................................................................................421
7,00%..........................................................................................................................421
7.560.000,00...............................................................................................................421
3..................................................................................................................................421
Ape..............................................................................................................................421
4,10%..........................................................................................................................421
4.428.000,00...............................................................................................................421
4..................................................................................................................................421
Conserve.....................................................................................................................421
8,30%..........................................................................................................................421
8.964.000,00...............................................................................................................421
5..................................................................................................................................421
Dulciuri........................................................................................................................421
8,60%..........................................................................................................................421
9.288.000,00...............................................................................................................421
6..................................................................................................................................421
Produse alimentare de baz........................................................................................421
17,50%........................................................................................................................421
18.900.000,00.............................................................................................................421
7..................................................................................................................................421
Cafea/Ceaiuri...............................................................................................................421
6,80%..........................................................................................................................421
7.344.000,00...............................................................................................................421
8..................................................................................................................................421
Legume/Fructe congelate............................................................................................421
139

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i-ai s vezi c vii i mine!
Huge Market
1,10%..........................................................................................................................421
1.188.000,00...............................................................................................................421
9..................................................................................................................................421
Legume/Fructe proaspete...........................................................................................421
4,00%..........................................................................................................................421
4.320.000,00...............................................................................................................421
10................................................................................................................................421
Carne refrigerata.........................................................................................................421
9,20%..........................................................................................................................421
9.936.000,00...............................................................................................................421
11................................................................................................................................421
Carne congelat..........................................................................................................421
3,00%..........................................................................................................................421
3.240.000,00...............................................................................................................421
12................................................................................................................................421
Mezeluri/Preparate din carne......................................................................................421
10,80%........................................................................................................................421
11.664.000,00.............................................................................................................421
13................................................................................................................................421
Lactate........................................................................................................................421
8,06%..........................................................................................................................421
9.288.000,00...............................................................................................................421
14................................................................................................................................421
Produse culinare..........................................................................................................421
2,20%..........................................................................................................................421
2.376.000,00...............................................................................................................421
15................................................................................................................................421
Brutrie.......................................................................................................................421
2,20%..........................................................................................................................421
2.376.000,00...............................................................................................................421
Total............................................................................................................................421
-...................................................................................................................................421
140

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
100%...........................................................................................................................421
108.000.000,00...........................................................................................................421
3.6.Valoarea achiziiilor pe fiecare grup de mrfuri...................................................421
VAgr = Vgr/(1+AC).....................................................................................................421
Nr. Crt..........................................................................................................................421
Grupa de mrfuri.........................................................................................................421
Adaosul.......................................................................................................................421
Comercial....................................................................................................................421
Valoarea......................................................................................................................421
Achiziiilor (Ron)..........................................................................................................421
1..................................................................................................................................422
Buturi alcoolice..........................................................................................................422
25%.............................................................................................................................422
5.702.400,00...............................................................................................................422
2..................................................................................................................................422
Buturi nonalcoolice....................................................................................................422
24%.............................................................................................................................422
6.096.774,19...............................................................................................................422
3..................................................................................................................................422
Ape..............................................................................................................................422
20%.............................................................................................................................422
3.690.000,00...............................................................................................................422
4..................................................................................................................................422
Conserve.....................................................................................................................422
23%.............................................................................................................................422
7.287.804,88...............................................................................................................422
5..................................................................................................................................422
Dulciuri........................................................................................................................422
23%.............................................................................................................................422
7.551.219,51...............................................................................................................422
6..................................................................................................................................422
Produse alimentare de baz........................................................................................422
141

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
25%.............................................................................................................................422
15.120.000,00.............................................................................................................422
7..................................................................................................................................422
Cafea/Ceaiuri...............................................................................................................422
25%.............................................................................................................................422
5.875.200,00...............................................................................................................422
8..................................................................................................................................422
Legume/Fructe congelate............................................................................................422
20%.............................................................................................................................422
990.000,00..................................................................................................................422
9..................................................................................................................................422
Legume/Fructe proaspete...........................................................................................422
24%.............................................................................................................................422
3.483.870,97...............................................................................................................422
10................................................................................................................................422
Carne refrigerata.........................................................................................................422
22%.............................................................................................................................422
8.144.262,30...............................................................................................................422
11................................................................................................................................422
Carne congelat..........................................................................................................422
22%.............................................................................................................................422
2.655.737,70...............................................................................................................422
12................................................................................................................................422
Mezeluri/Preparate din carne......................................................................................422
22%.............................................................................................................................422
9.560.655,74...............................................................................................................422
13................................................................................................................................422
Lactate........................................................................................................................422
20%.............................................................................................................................422
7.740.000,00...............................................................................................................422
14................................................................................................................................422
Produse culinare..........................................................................................................422
142

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
17%.............................................................................................................................422
2.030.769,23...............................................................................................................422
15................................................................................................................................422
Brutrie.......................................................................................................................422
17%.............................................................................................................................422
2.030.769,23...............................................................................................................422
Total............................................................................................................................422
-...................................................................................................................................422
87.959.463,75.............................................................................................................422
3.7.Marja comercial n expresie valoric pentru fiecare grup de mrfuri................422
MCgr = Vgr - VAgr......................................................................................................422
Nr. Crt..........................................................................................................................422
Grupa de mrfuri.........................................................................................................422
Valoarea......................................................................................................................422
ncasrilor (Ron)..........................................................................................................422
Valoarea......................................................................................................................422
Achiziiilor (Ron)..........................................................................................................422
Marja comercial total...............................................................................................422
1..................................................................................................................................422
Buturi alcoolice..........................................................................................................422
7.128.000,00...............................................................................................................422
5.702.400,00...............................................................................................................422
1.425.600,00...............................................................................................................422
2..................................................................................................................................422
Buturi nonalcoolice....................................................................................................422
7.560.000,00...............................................................................................................422
6.096.774,19...............................................................................................................422
1.463.225,81...............................................................................................................422
3..................................................................................................................................422
Ape..............................................................................................................................422
4.428.000,00...............................................................................................................422
3.690.000,00...............................................................................................................422
143

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
738.000,00..................................................................................................................422
4..................................................................................................................................422
Conserve.....................................................................................................................422
8.964.000,00...............................................................................................................422
7.287.804,88...............................................................................................................422
1.676.195,12...............................................................................................................422
5..................................................................................................................................422
Dulciuri........................................................................................................................422
9.288.000,00...............................................................................................................422
7.551.219,51...............................................................................................................422
1.736.780,49...............................................................................................................422
6..................................................................................................................................422
Produse alimentare de baz........................................................................................422
18.900.000,00.............................................................................................................422
15.120.000,00.............................................................................................................422
3.780.000,00...............................................................................................................422
7..................................................................................................................................422
Cafea/Ceaiuri...............................................................................................................422
7.344.000,00...............................................................................................................422
5.875.200,00...............................................................................................................422
1.468.800,00...............................................................................................................422
8..................................................................................................................................422
Legume/Fructe congelate............................................................................................422
1.188.000,00...............................................................................................................422
990.000,00..................................................................................................................422
198.000,00..................................................................................................................422
9..................................................................................................................................422
Legume/Fructe proaspete...........................................................................................422
4.320.000,00...............................................................................................................422
3.483.870,97...............................................................................................................422
836.129,03..................................................................................................................422
10................................................................................................................................422
144

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
Carne refrigerata.........................................................................................................422
9.936.000,00...............................................................................................................422
8.144.262,30...............................................................................................................422
1.791.737,70...............................................................................................................422
11................................................................................................................................422
Carne congelat..........................................................................................................422
3.240.000,00...............................................................................................................422
2.655.737,70...............................................................................................................422
584.262,30..................................................................................................................422
12................................................................................................................................422
Mezeluri/Preparate din carne......................................................................................422
11.664.000,00.............................................................................................................422
9.560.655,74...............................................................................................................422
2.103.344,26...............................................................................................................422
13................................................................................................................................422
Lactate........................................................................................................................422
9.288.000,00...............................................................................................................422
7.740.000,00...............................................................................................................422
1.548.000,00...............................................................................................................422
14................................................................................................................................422
Produse culinare..........................................................................................................422
2.376.000,00...............................................................................................................422
2.030.769,23...............................................................................................................422
345.230,77..................................................................................................................422
15................................................................................................................................422
Brutrie.......................................................................................................................422
2.376.000,00...............................................................................................................422
2.030.769,23...............................................................................................................422
345.230,77..................................................................................................................422
Total............................................................................................................................422
-...................................................................................................................................422
108.000.000,00...........................................................................................................422
145

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
87.959.463,75.............................................................................................................422
20.040.536,25.............................................................................................................422
3.8.Ponderea fiecrei grupe de mrfuri din marja comercial total..........................423
MCgr% = MCgr 100 / MCt..........................................................................................423
Nr. Crt..........................................................................................................................423
Grupa de mrfuri.........................................................................................................423
Marja comercial total...............................................................................................423
Ponderea din marja comercial total.........................................................................423
1..................................................................................................................................423
Buturi alcoolice..........................................................................................................423
1.425.600,00...............................................................................................................423
7,11%..........................................................................................................................423
2..................................................................................................................................423
Buturi nonalcoolice....................................................................................................423
1.463.225,81...............................................................................................................423
7,30%..........................................................................................................................423
3..................................................................................................................................423
Ape..............................................................................................................................423
738.000,00..................................................................................................................423
3,68%..........................................................................................................................423
4..................................................................................................................................423
Conserve.....................................................................................................................423
1.676.195,12...............................................................................................................423
8,36%..........................................................................................................................423
5..................................................................................................................................423
Dulciuri........................................................................................................................423
1.736.780,49...............................................................................................................423
8,67%..........................................................................................................................423
6..................................................................................................................................423
Produse alimentare de baz........................................................................................423
3.780.000,00...............................................................................................................423
18,86%........................................................................................................................423
146

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
7..................................................................................................................................423
Cafea/Ceaiuri...............................................................................................................423
1.468.800,00...............................................................................................................423
7,33%..........................................................................................................................423
8..................................................................................................................................423
Legume/Fructe congelate............................................................................................423
198.000,00..................................................................................................................423
0,99%..........................................................................................................................423
9..................................................................................................................................423
Legume/Fructe proaspete...........................................................................................423
836.129,03..................................................................................................................423
4,17%..........................................................................................................................423
10................................................................................................................................423
Carne refrigerata.........................................................................................................423
1.791.737,70...............................................................................................................423
8,94%..........................................................................................................................423
11................................................................................................................................423
Carne congelat..........................................................................................................423
584.262,30..................................................................................................................423
2,92%..........................................................................................................................423
12................................................................................................................................423
Mezeluri/Preparate din carne......................................................................................423
2.103.344,26...............................................................................................................423
10,50%........................................................................................................................423
13................................................................................................................................423
Lactate........................................................................................................................423
1.548.000,00...............................................................................................................423
7,72%..........................................................................................................................423
14................................................................................................................................423
Produse culinare..........................................................................................................423
345.230,77..................................................................................................................423
1,72%..........................................................................................................................423
147

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
15................................................................................................................................423
Brutrie.......................................................................................................................423
345.230,77..................................................................................................................423
1,72%..........................................................................................................................423
Total............................................................................................................................423
-...................................................................................................................................423
20.040.536,25.............................................................................................................423
100%...........................................................................................................................423
4.Calculul linearului.....................................................................................................423
4.1.Calculul linearului la sol....................................................................................423
Toate gondolele clasice sunt prevzute cu capete de 0,50 m..................................423
a.Gondol clasic tip A:............................................................................................423
L = 5,50 m...............................................................................................................423
l = 1 m.....................................................................................................................423
Ls(A) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m = 15 m ................423
b.Gondol clasic tip B:............................................................................................423
L = 5 m....................................................................................................................423
l = 1 m.....................................................................................................................423
Ls(B) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m......................423
c.Gondol clasic tip C:............................................................................................423
L = 6,50 m...............................................................................................................424
l = 1 m.....................................................................................................................424
Ls(C) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m.................424
d.Gondol clasic tip D:...........................................................................................424
L = 3,50 m...............................................................................................................424
l = 1 m.....................................................................................................................424
Ls(D) = 2 L + 2 l + 4 C = 2 3,50 m + 2 1 m + 4 0,50 m = 11 m.................424
e.Gondol lad frigorific tip E:................................................................................424
L = 6,50 m...............................................................................................................424
l = 1 m.....................................................................................................................424
Ls(E) = L + 2 l = 6,50 m + 2 1 m = 8,50 m.........................................................424
f.Gondol lad frigorific tip E1:...............................................................................424
148

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i-ai s vezi c vii i mine!
Huge Market
L = 6 m....................................................................................................................424
l = 1 m.....................................................................................................................424
Ls(E1) = L + 2 l = 6 m + 2 1 m = 8 m.................................................................424
g.Gondol lad frigorific tip E2:..............................................................................424
L = 7,50 m...............................................................................................................424
l = 1 m.....................................................................................................................424
Ls(E2) = L + 2 l = 7,50 m + 2 1 m = 9,50 m.......................................................424
h.Gondol lad frigorific tip E3:..............................................................................424
L = 4,50 m...............................................................................................................424
l = 1 m.....................................................................................................................424
Ls(E3) = L + 2 l = 4,50 m + 2 1 m = 6,50 m.......................................................424
i.Gondol lad frigorific tip E4:...............................................................................424
L = 4 m....................................................................................................................424
l = 1 m.....................................................................................................................424
Ls(E4) = L + 2 l = 4 m + 2 1 m = 6 m.................................................................424
j.Gondol perete frigider tip F (buturi), G i H1 (prep. culinare):............................424
L = 10 m..................................................................................................................424
l = 0,50 m................................................................................................................424
Ls(F) = Ls(G) = Ls(H1) = L + 2 l = 10 m + 2 0,50 m = 11 m..............................424
k.Gondol perete frigider (buturi) tip F1:................................................................424
L = 8,50 m...............................................................................................................424
l = 0,50 m................................................................................................................425
Ls(F1) = L + 2 l = 8,50 m + 2 0,50 m = 9,50 m..................................................425
l.Gondol lad frigorific perete tip G1 i G2:..........................................................425
L = 11 m..................................................................................................................425
l = 0,50 m................................................................................................................425
Ls(G1) = Ls(G2) = L + 2 l = 11 m + 2 0,50 m = 12 m.........................................425
m.Gondol perete frigider (prep. culinare) tip H:.....................................................425
L = 7,50 m...............................................................................................................425
l = 0,50 m................................................................................................................425
Ls(H) = L + 2 l = 7,50 m + 2 0,50 m = 8,50 m....................................................425
n.Gondol perete (brutrie) tip I:.............................................................................425
149

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Huge Market
L = 18 m..................................................................................................................425
l = 0,50 m................................................................................................................425
Ls(I) = L + 2 l = 18 m + 2 0,50 m = 19 m...........................................................425
o.Gondol perete frigidere (pete) tip J:...................................................................425
L = 1 m....................................................................................................................425
l = 0,50 m................................................................................................................425
Ls(J) = L + 2 l = 1 m + 2 0,50 m = 2 m...............................................................425
p.Gondol perete frigidere (pete) tip J1:.................................................................425
L = 5 m....................................................................................................................425
l = 0,50 m................................................................................................................425
Ls(J1) = L + 2 l = 5 m + 2 0,50 m = 6 m.............................................................425
q.Gondol perete frigidere (pete) tip J2:.................................................................425
L = 2,50 m...............................................................................................................425
l = 0,50 m................................................................................................................425
Ls(J2) = L + 2 l = 2,50 m + 2 0,50 m = 3,50 m...................................................425
r.Gondol perete frigidere (pete) tip J3:..................................................................425
L = 3 m....................................................................................................................425
l = 0,50 m................................................................................................................425
Ls(J3) = L + 2 l = 3 m + 2 0,50 m = 4 m.............................................................425
s.Gondol lad frigorific (pete) tip J4:...................................................................425
L = 2 m....................................................................................................................425
l = 2 m.....................................................................................................................425
Ls(J4) = 2 L + 2 l = 2 2 + 2 2 = 8 m................................................................425
t.Gondol stand (legume/fructe) tip K:.....................................................................426
L = 6,50 m...............................................................................................................426
l = 1 m.....................................................................................................................426
Ls(K) = L + 2 l = 6,50 m + 2 1 m = 8,50 m.........................................................426
u.Gondol vitrin (brnz/msline) tip L:.................................................................426
L = 2 m....................................................................................................................426
l = 0,50 m................................................................................................................426
Ls(L) = L + 2 l = 2 m + 2 0,50 m = 3 m..............................................................426
v.Gondol vitrin (brnz/msline) tip L1:...............................................................426
150

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Huge Market
L = 4,50 m...............................................................................................................426
l = 0,50 m................................................................................................................426
Ls(L1) = L + 2 l = 4,50 m + 2 0,50 m = 5,50 m..................................................426
w.Gondol vitrin (brnz/msline) tip L2:...............................................................426
L = 5 m....................................................................................................................426
l = 0,50 m................................................................................................................426
Ls(L2) = L + 2 l = 5 m + 2 0,50 m = 6 m............................................................426
4.2.Calculul linearului dezvoltat...............................................................................426
Ldi = Ls nr Ni........................................................................................................426
Ldi = linearul dezvoltat alocat tipului respectiv de gondol.....................................426
nr = numrul de rafturi de pe gondola resptectiv..................................................426
Ni = numrul de gondole de tipul respectiv.............................................................426
a.Gondole de tip A: Ld(A) = Ls(A) nr Ni = 15 m 4 13 = 780 m.........................426
b.Gondole de tip B: Ld(B) = Ls(B) nr Ni = 14 m 6 12 = 1008 m.......................426
c.Gondole de tip C: Ld(C) = Ls(C) nr Ni = 17 m 6 13 = 1326 m.......................426
d.Gondole de tip D: Ld(D) = Ls(D) nr Ni = 11 m 4 2 = 88 m............................426
e.Gondole de tip E: Ld(E) = Ls(E) nr Ni = 8,50 m 1 2 = 17 m..........................426
f.Gondole de tip E1: Ld(E1) = Ls(E1) nr Ni = 8 m 1 4 = 32 m..........................426
g.Gondole de tip E2: Ld(E2) = Ls(E2) nr Ni = 9,50 m 1 4 = 38 m....................426
h.Gondole de tip E3: Ld(E3) = Ls(E3) nr Ni = 6,50 m 1 6 = 39 m....................427
i.Gondole de tip E4: Ld(E4) = Ls(E4) nr Ni = 6 m 1 6 = 36 m..........................427
j.Gondole de tip F: Ld(F) = Ls(F) nr Ni = 11 m 4 1 = 44 m...............................427
k.Gondole de tip F1: Ld(F1) = Ls(F1) nr Ni = 9,50 m 4 1 = 38 m.....................427
l.Gondole de tip G: Ld(G) = Ls(G) nr Ni = 11 m 1 1 = 11 m.............................427
m.Gondole de tip G1: Ld(G1) = Ls(G1) nr Ni = 12 m 1 1 = 12 m.....................427
n.Gondole de tip G2: Ld(G2) = Ls(G2) nr Ni = 12 m 2 1 = 24 m......................427
o.Gondole de tip H: Ld(H) = Ls(H) nr Ni = 8,50 m 1 1 = 8,50 m......................427
p.Gondole de tip H1: Ld(H1) = Ls(H1) nr Ni = 11 m 1 1 = 11 m......................427
q.Gondole de tip I: Ld(I) = Ls(I) nr Ni = 19 m 1 1 = 19 m................................427
r.Gondole de tip J: Ld(J) = Ls(J) nr Ni = 2 m 1 1 = 2 m.....................................427
s.Gondole de tip J1: Ld(J1) = Ls(J1) nr Ni = 6 m 1 1 = 6 m...............................427
t.Gondole de tip J2: Ld(J2) = Ls(J2) nr Ni = 3,5 m 1 2 = 7 m............................427
151

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Huge Market
u.Gondole de tip J3: Ld(J3) = Ls(J3) nr Ni = 4 m 1 1 = 4 m..............................427
v.Gondole de tip J4: Ld(J4) = Ls(J4) nr Ni = 8 m 1 1 = 8 m..............................427
w.Gondole de tip K: Ld(K) = Ls(K) nr Ni = 8,50 m 3 6 = 153 m.......................427
x.Gondole de tip L: Ld(L) = Ls(L) nr Ni = 3 m 1 4 = 12 m................................427
y.Gondole de tip L1: Ld(L1) = Ls(L1) nr Ni = 5,50 m 1 2 = 11 m.....................427
z.Gondole de tip L2: Ld(L2) = Ls(L2) nr Ni = 6 m 1 2 = 12 m..........................427
4.3.Linearul dezvoltat alocat fiecrei grupe de mrfuri............................................427
LGr = MGr% Ldt.....................................................................................................427
.................................................................................................................................427
Nr. Crt..........................................................................................................................427
Grupa de mrfuri.........................................................................................................427
Ponderea din marja comercial total.........................................................................427
Linearul dezvoltat alocat grupei de mrfuri (m)..........................................................427
1..................................................................................................................................428
Buturi alcoolice..........................................................................................................428
7,11%..........................................................................................................................428
266,51.........................................................................................................................428
2..................................................................................................................................428
Buturi nonalcoolice....................................................................................................428
7,30%..........................................................................................................................428
273,54.........................................................................................................................428
3..................................................................................................................................428
Ape..............................................................................................................................428
3,68%..........................................................................................................................428
137,97.........................................................................................................................428
4..................................................................................................................................428
Conserve.....................................................................................................................428
8,36%..........................................................................................................................428
313,36.........................................................................................................................428
5..................................................................................................................................428
Dulciuri........................................................................................................................428
8,67%..........................................................................................................................428
152

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
324,68.........................................................................................................................428
6..................................................................................................................................428
Produse alimentare de baz........................................................................................428
18,86%........................................................................................................................428
706,66.........................................................................................................................428
7..................................................................................................................................428
Cafea/Ceaiuri...............................................................................................................428
7,33%..........................................................................................................................428
274,59.........................................................................................................................428
8..................................................................................................................................428
Legume/Fructe congelate............................................................................................428
0,99%..........................................................................................................................428
37,02...........................................................................................................................428
9..................................................................................................................................428
Legume/Fructe proaspete...........................................................................................428
4,17%..........................................................................................................................428
156,31.........................................................................................................................428
10................................................................................................................................428
Carne refrigerata.........................................................................................................428
8,94%..........................................................................................................................428
334,96.........................................................................................................................428
11................................................................................................................................428
Carne congelat..........................................................................................................428
2,92%..........................................................................................................................428
109,23.........................................................................................................................428
12................................................................................................................................428
Mezeluri/Preparate din carne......................................................................................428
10,50%........................................................................................................................428
393,21.........................................................................................................................428
13................................................................................................................................428
Lactate........................................................................................................................428
7,72%..........................................................................................................................428
153

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
289,39.........................................................................................................................428
14................................................................................................................................428
Produse culinare..........................................................................................................428
1,72%..........................................................................................................................428
64,54...........................................................................................................................428
15................................................................................................................................428
Brutrie.......................................................................................................................428
1,72%..........................................................................................................................428
64,54...........................................................................................................................428
Total............................................................................................................................428
-...................................................................................................................................428
100%...........................................................................................................................428
3.746,50......................................................................................................................428
5.Tehnici de promovare..............................................................................................428
5.1.Cuponul.................................................................................................................428
Suc Pepsi la 2Lx2 buc, un bon valoric de 1 Ron care poate fi utilizat la cumprarea
acestui pachet.............................................................................................................428
Pam = 6,90 Ron / pachet, Pam - preul de vnzare cu amnuntul..............................428
Pam(Cup) = 5,90 Ron / pachet....................................................................................428
AC = 24%, AC adaosul comercial.............................................................................428
Q1 = 500 pachete, Q1 cantitatea vndut fr cupon.............................................428
Q2 = 1200 pachete, Q2 cantitatea vndut cu folosirea cuponului..........................428
700 clieni au prezentat cuponul.................................................................................428
....................................................................................................................................428
....................................................................................................................................428
, PL preul de achiziionare.......................................................................................428
....................................................................................................................................428
....................................................................................................................................428
Pb1 = Q1 x MB1 = 500 pachete x 1,12 Ron = 560 Ron..............................................428
Pb2 = Q2 x MB2 = 1200 pachete x 0,28 Ron = 756 Ron............................................429
5.2.Reducere temporal de pre.................................................................................429
Cacavalul Rucr cu o reducere de 10 %....................................................................429

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Pam = 19,8 lei/kg........................................................................................................429
Pam(-10%) = 18 lei/kg................................................................................................429
AC = 20%....................................................................................................................429
Q1 = 200 kg, Q1 cantitatea vndut fr reducere..................................................429
Q2 = 700 buc, Q2 cantitatea vndut cu reducere..................................................429
....................................................................................................................................429
....................................................................................................................................429
, PL preul de achiziionare.......................................................................................429
....................................................................................................................................429
....................................................................................................................................429
Pb1 = Q1 x MB1 = 200 kg x 2,76 Ron = 552 lei/kg.....................................................429
Pb2 = Q2 x MB2 = 700 kg x 1,27 Ron = 889 lei/kg.....................................................429
5.3.Pachetul cuplu.......................................................................................................429
Un pachet Jacobs 500g+1 ceac. Preul unei ceti este de 1 leu..............................429
Pam = 17 Ron.............................................................................................................429
AC = 25%....................................................................................................................429
Q1 = 100 buc, Q1 cantitatea vndut fr cecue..................................................429
Q2 = 200 buc, Q2 cantitatea vndut cu cecue....................................................429
S-a distribuit gratuit 200 cecue x 1 leu = 200 lei.....................................................429
....................................................................................................................................429
, PL preul de achiziionare.......................................................................................429
....................................................................................................................................429
Pb1 = Q1 x MB1 = 100 buc x 2,86 Ron = 286 Ron.....................................................429
Pb2 = Q2 x MB2 200 Ron= 200 buc x 2,86 Ron 200 Ron = 372 Ron.....................429
5.4.Pachetul bonus......................................................................................................429
Ciocolat Poianax2 buc + 1 ciocolat Poiana Rom. Preul unei ciocoli Poiana
Rom este de 0,50 lei..................................................................................................430
Pam = 4,2 Ron............................................................................................................430
AC = 23%....................................................................................................................430
Q1 = 100 buc, Q1 cantitatea vndut fr bonus....................................................430
Q2 = 300 buc, Q2 cantitatea vndut cu bonus.......................................................430
S-a distribuit gratuit 170 ciocoli Poiana Rom x 0,50 leu = 85 lei..........................430

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....................................................................................................................................430
, PL preul de achiziionare.......................................................................................430
....................................................................................................................................430
Pb1 = Q1 x MB1 = 100 buc x 0,66 Ron = 66 Ron.......................................................430
Pb2 = Q2 x MB2 85 Ron= 300 buc x 0,66 Ron 85 Ron = 113 Ron.........................430
6.Profitul direct pe produs...........................................................................................430

1. Prezentarea raionului
Raionul textile este amplasat ntre raionul bazar (situat n partea de est) i raionul alimentar
(situat n partea de vest). n partea de nord se afl depozitul acestuia, iar n partea de sud se
nvecineaz cu raionul igien-ntreinere-cosmetic.
n urma ncasrilor obinute n anul precedent, acestui raion i-a fost alocat 600 m 2 (cu tot cu
hol) din suprafaa total de 4000 m2, ceea ce reprezint o pondere de 15%. Raionul are forma unui
dreptunghi aezat n poziie vertical cu dimensiunile de 26,5 m, i respectiv 19,8 m.
Raionul Textile v ntampin cu o gam variat de articole confecionate de cei mai
importani productori de esturi i textile. Ofertele sunt n permanen rennoite, culorile i
modelele articolelor se schimb periodic n funcie de sezon. Prin sortimentaia diversificat ne
adresm tuturor clienilor. Calitatea produselor are un rol major n decizia de a alege anumite
produse i de aceea exist o colaborare cu furnizorii care produc articole de calitate. Materialele
promoionale i o gam ct mai diversificat reprezint doar cteva dintre elementele pe care se
pune accent. Deasemenea, raportul pre-calitate, nouti permanente, colaborarea cu mrci cunoscute
pe pia sunt factori importani n atragerea clienilor.
V dorim cumprturi plcute n departamentul nostru i sperm s gsii articole de
vestimentaie care s v plac i s vin n ntmpinarea dorinelor dumneavoastr.
Pentru produsele existente n acest raion s-au folosit gondole clasice de diferite dimendiuni,
couri i gondole circulare standard.

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2. Grupe de mrfuri
a) Confecii dam:
Bluze;
Top-uri;
Pulovere;
Rochii;
Fuste;
Pantaloni (jeans, stof, tercot, raiat, bermuzi);
Jachete/Paltoane/Cojoace;
Sacouri;
Cmi;
Cciuli/Plrii/Earfe/Fular/Mnui.
b) Confecii brbai:
Pulovere;
Pantaloni (jeans, stof, tercot, raiat, bermuzi);
Cmi/Cravate;
Tricouri;
Jachete/Paltoane/Cojoace;
Costume;
Sacouri;
Cciuli/Plrii/Fular/Earfe/Mnui.
c) Confecii copii:
Compleuri;
Bluze;
Pantaloni;
Jachete/Cojocele/Paltonae;
Tricouri;
Costume;
Haine pentru nou-nscui;
Cciuli/Fular/Mnui.
d) nclminte dam:
Papuci de cas;

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lapi/Sandale/Saboi;
Pantofi;
Cizme/Ghete.
e) nclminte brbai:
Papuci de cas;
lapi/Sandale/Saboi;
Pantofi;
Ghete.
f) nclminte copii:
Papuci de cas;
lapi/Sandale/Saboi;
Pantofi;
Cizme/Ghete.
g) Lenjerie intim dam:
Tanga/Chiloi/Boxeri;
Maieu;
Sutiene/Bustiere/Body;
Pijamale/Capoturi;
osete;
Dresuri;
Desu-uri/Corsete.
h) Lenjerie intim brbai:
Chiloi/Boxeri;
ort;
Pijamale/Capoturi;
osete;
Maieu;
Indispensabili;
Cma de corp.
i) Lenjerie intim copii:
Chiloi/Boxeri;

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ort;
osete;
Maieu;
Indispensabili;
Cma de corp;
Lenjerie nou-nscui.
j) Accesorii:
Poete;
Curele;
Bijuterii;
Accesorii pentru pr.
k) Articole cas:
Perdele;
Draperii;
Lenjerii pat;
Pilote/Perne/Pernue;
Prosoape buctrie;
Fee de mas;
Mileuri;
Coverturi/Pturi/Covoare/Carpete/Traverse.
l) Articole baie:
Prosoape;
Covoare de baie;
Halate de baie;
Draperii cad.
m) Articole sport:
Hanorace;
Tricouri;
Trening-uri;
Pantofi sport;
Pantaloni sport;
Costume schi/surfing/plaj/fitnes.

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3. Calculul indicatorilor
3.1.
Aria total a raionului
Datorit ncasrilor obinute, suprafaa total a acestui raion, inclusiv holul, a fost realocat
la 15% din suprafaa total a hypermarket-ului.
AR = 15% 4000 m2 = 600 m2
3.2.
ncasrile raionului
Randamentul mediu global este de 60.000 Ron / m2.
R = AR 60.000 = 600 60.000 = 36.000.000 Ron
3.3.

Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)


Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Tot
al

3.4.

Ponder
Grupa de mrfuri
Confecii dam
Confecii brbai
Confecii copii
nclminte dam
ncalminte brbai
nclminte copii
Lenjerie intim dam
Lenjerie intim brbai
Lenjerie intim copii
Accesorii
Articole cas
Articole baie
Articole sport
-

ea
ncasrilor
6,60%
7,00%
8,90%
5,00%
7,00%
7,70%
4,80%
5,50%
6,00%
4,00%
14,10%
11,20%
12,20%
100%

Adaosul comercial pe fiecare grup de mrfuri (AC)


Nr.
Crt.

Adaosul
Grupa de mrfuri

comerci
al

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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
3.5.

33%
35%
33%
28%
28%
28%
27%
29%
27%
33%
30%
30%
30%

Confecii dam
Confecii brbai
Confecii copii
nclminte dam
ncalminte brbai
nclminte copii
Lenjerie intim dam
Lenjerie intim brbai
Lenjerie intim copii
Accesorii
Articole cas
Articole baie
Articole sport

Valoarea ncasrilor pe fiecare grup de mrfuri


Vgr = PGr R
Pondere

Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Tot
al
3.6.
Nr.

Grupa de mrfuri

Valoarea
ncasrilor (Ron)

ncasrilo
r
6,60%
7,00%
8,90%
5,00%
7,00%
7,70%
4,80%
5,50%
6,00%
4,00%
14,10%
11,20%
12,20%

Confecii dam
Confecii brbai
Confecii copii
nclminte dam
ncalminte brbai
nclminte copii
Lenjerie intim dam
Lenjerie intim brbai
Lenjerie intim copii
Accesorii
Articole cas
Articole baie
Articole sport
-

100%

2.376.000,00
2.520.000,00
3.204.000,00
1.800.000,00
2.520.000,00
2.772.000,00
1.728.000,00
1.980.000,00
2.160.000,00
1.440.000,00
5.076.000,00
4.032.000,00
4.392.000,00
36.000.000,0
0

Valoarea achiziiilor pe fiecare grup de mrfuri


VAgr = Vgr/(1+AC)
Adaosu

Grupa de mrfuri

Crt.

161

Valoarea
achiziiilor

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comerc
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Tot

Confecii dam
Confecii brbai
Confecii copii
nclminte dam
ncalminte brbai
nclminte copii
Lenjerie intim dam
Lenjerie intim brbai
Lenjerie intim copii
Accesorii
Articole cas
Articole baie
Articole sport
-

al
3.7.
Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Tot

Confecii dam
Confecii brbai
Confecii copii
nclminte dam
ncalminte brbai
nclminte copii
Lenjerie intim dam
Lenjerie intim brbai
Lenjerie intim copii
Accesorii
Articole cas
Articole baie
Articole sport
3.8.

1.786.466,17
1.866.666,67
2.409.022.56
1.406.250,00
1.968.750,00
2.165.625,00
1.360.629,92
1.534.883,72
1.700.787,40
1.082.706,77
3.904.615,38
3.101.538.46
3.378.461,54
27.666.403.5
9

Marja comercial n expresie valoric pe fiecare grup de mrfuri


MCgr = Vgr - VAgr

Grupa de mrfuri

al

ial
33%
35%
33%
28%
28%
28%
27%
29%
27%
33%
30%
30%
30%

(Ron)

Valoarea
ncasrilor (Ron)
2.376.000,00
2.520.000,00
3.204.000,00
1.800.000,00
2.520.000,00
2.772.000,00
1.728.000,00
1.980.000,00
2.160.000,00
1.440.000,00
5.076.000,00
4.032.000,00
4.392.000,00
36.000.000,0
0

Valoarea
Marja comercial
achiziiilor (Ron)
total
1.786.466,17
589.533,83
1.866.666,67
653.333,33
2.409.022.56
794.977,44
1.406.250,00
393.750,00
1.968.750,00
551.250,00
2.165.625,00
606.375,00
1.360.629,92
367.370,08
1.534.883,72
445.116,28
1.700.787,40
459.212,60
1.082.706,77
357.293,23
3.904.615,38 1.171.384,62
3.101.538.46
930.461,54
3.378.461,54 1.013.538,46
27.666.403.5 8.333.596,41
9

Ponderea fiecrei grupe de mrfuri din marja comercial total


MCgr% = MCgr 100 / MCt

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Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Tot

Marja
comercial total
589.533,83
653.333,33
794.977,44
393.750,00
551.250,00
606.375,00
367.370,08
445.116,28
459.212,60
357.293,23
1.171.384,62
930.461,54
1.013.538,46
8.333.596,41

Grupa de mrfuri
Confecii dam
Confecii brbai
Confecii copii
nclminte dam
ncalminte brbai
nclminte copii
Lenjerie intim dam
Lenjerie intim brbai
Lenjerie intim copii
Accesorii
Articole cas
Articole baie
Articole sport
-

al

Ponderea din
marja comercial
7,07%
7,84%
9,54%
4,72%
6,61%
7,28%
4,41%
5,34%
5,51%
4,29%
14,06%
11,17%
12,16%
100%

4. Calculul linearului
4.1. Calculul linearului la sol
1. Gondol de tip A (cu 6 rafturi) cu capete de 0,50 m:
L = 6,50 m
l=1m
Ls(A) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m =
17 m
2. Gondol de tip A1(cu 4 rafturi) cu capete de 0,50 m:
L = 6,50 m
l=1m
Ls(A1) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m =
17 m
3. Gondol de tip B (cu 6 rafturi) cu capete de 0,50 m:
L=5m
l=1m
Ls(B) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14
m
4. Gondol de tip B1 (cu 4 rafturi) cu capete de 0,50 m:
L=5m

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l=1m
Ls(A) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14
m
5. Gondol de tip C (cu 2 rafturi) cu capete de 0,50 m:
L = 5,50 m
l=1m
Ls(C) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m =
15 m
6. Gondol de tip C1 (cu 4 rafturi) cu capete de 0,50 m:
L = 5,50 m
l=1m
Ls(C1) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m =
15 m
7. Gondol de perete tip D (10 rafturi), fr capete:
L = 4,50 m
l = 0,50 m
Ls(D) = L + 2 l = 4,50 m + 2 0,50 m = 5,50 m
8. Gondol de perete tip D1 (3 rafturi), fr capete:
L = 4,50 m
l = 0,50 m
Ls(D1) = L + 2 l = 4,50 m + 2 0,50 m = 5,50 m
9. Gondol circular (tip E):
R = 0,50 m
Ls(E) = 2R = 2 3,14 0,50 = 3,14 m
10. Gondol ptrat - co (tip F):
L=2m
Ls(F) = 4 L = 4 2 m = 8 m
4.2. Calculul linearului dezvoltat
Ld = Ls nr Ni
Ld linearul dezvoltat alocat unei grupe de mrfuri
nr numrul de rafturi de pe gondol
Ni numrul de gondole de tipul respectiv
1. Gondol tip A: Ld(A) = 17 m 6 2 = 204 m

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2. Gondol tip A1: Ld(A1) = 17 m 4 4 = 272 m
3. Gondol tip B: Ld(B) = 14 m 6 2 = 168 m
4. Gondol tip B1: Ld(B1) = 14 m 4 4 = 224 m
5. Gondol tip C: Ld(C) = 15 m 2 1 = 30 m
6. Gondol tip C1: Ld(C1) = 15 m 4 5 = 300 m
7. Gondol tip D: Ld(D) = 5,50 m 10 1 = 55 m
8. Gondol tip D1: Ld(D1) = 5,50 m 3 1 = 16,50 m
9. Gondol tip E: Ld(E) = 3,14 m 1 5 = 15,70 m
10. Gondol tip F: Ld(F) = 8 m 1 3 = 24 m
4.3. Linearul dezvoltat alocat fiecrei grupe de mrfuri
LGr = MGr% Ldt

Nr.
Crt.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Tot
al

Grupa de mrfuri

Ponderea din
marja comercial
7,07%
7,84%
9,54%
4,72%
6,61%
7,28%
4,41%
5,34%
5,51%
4,29%
14,06%
11,17%
12,16%
100%

Confecii dam
Confecii brbai
Confecii copii
nclminte dam
ncalminte brbai
nclminte copii
Lenjerie intim dam
Lenjerie intim brbai
Lenjerie intim copii
Accesorii
Articole cas
Articole baie
Articole sport
-

Linearul dezvoltat
alocat grupei de
mrfuri (m)
91,77
101,70
123,75
61,29
85,81
94,39
57,18
69,29
71,48
55,62
182,34
144,83
157,77
1.297,20

5. Tehnici de promovare
Reducere temporar de pre
Reducere de 10% la pantalonii Jeans pentru brbai.
Pam = 100 Ron, Pam preul de vnzare cu amnuntul al produsului

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Pam(-10%) = 90 Ron
AC = 35%
Q1 = 30 buc, Q1 cantitatea vndut fr reducere
Q2 = 60 buc, Q2 cantitatea vndut cu reducere

, PL preul de achiziionare al produsului

Pb1 = Q1 x MB1 = 30 buc x 21,79 Ron = 653,70 Ron


Pb2 = Q2 x MB2 = 60 buc x 13,39 Ron = 803,40 Ron
Pachetul bonus
La 2 prosoape de baie (20 lei bucata) se d un prosop de buctrie bonus (3 lei bucata).
Pam = 40 Ron
AC = 30%
Q1 = 50 buc, Q1 cantitatea vndut fr prosopu de buctrie
Q2 = 100 buc, Q2 cantitatea vndut care s-ar vinde cu prosopu de buctrie
S-au acordat 100 buc de prosoape de buctrie: 100 buc x 3 = 300 lei.

Pb1 = Q1 x MB = 50 buc x 7,76 Ron = 338 Ron


Pb2 = Q2 x MB 300 Ron = 100 buc x 7,76 Ron 300 Ron = 476 Ron
6. Profitul direct pe produs
Tip Produs
Calculul PDP
Preul de vnzare cu
amnuntul

Fusta
dam
Lei n cas

Pulover
brbai
Lei n cas

Salopet
copii
Lei n cas

Pantofi
dam
Lei n cas

Pantofi
brbai
Lei n cas

Pantofi
copii
Lei n cas

40,06

54,19

27,03

76,52

87,22

37,13

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Preul de cumprare
30,12
Marja brut
9,94
Plus comisoane i alte avantaje
Scont de plat calculat
0,89
Bonificare comercializare
0,74
Total comisioane i alte
1,63
avantaje
Minus costurile directe de manipulare
Munc direct n
0,54
antrepozit
Costul stocului n
0,24
antrepozit
Costul exploatrii n
0,19
antrepozit
Transport
0,21
antrepozit/Magazin
Munc direct n
1,07
magazinul cu amnuntul
Costul stocului n
0,20
magazinul cu amnuntul
Costul exploatrii n
1,12
magazinul cu amnuntul
Total costuri directe de
3,57
manipulare
Profit direct pe produs
8,00

Tip Produs
Calculul PDP

Pijama
dam
Lei n
cas

Preul de vnzare cu
88,15
amnuntul
Preul de cumprare
69,41
Marja brut
18,74
Plus comisoane i alte avantaje
Scont de plat calculat
1,14
Bonificare comercializare
1,04
Total comisioane i alte
2,18
avantaje
Minus costurile directe de manipulare
Munc direct n
0,84
antrepozit
Costul stocului n
0,31
antrepozit
Costul exploatrii n
0,28
antrepozit
Transport
0,35

40,14
14,05

20,32
6,71

59,78
16,74

68,14
19,08

29,01
8,12

0,98
0,91

0,84
0,62

1,10
0,99

1,12
1,04

0,75
0,65

1,89

1,46

2,09

2,16

1,40

0,68

0,41

0,79

0,89

0,49

0,26

0,18

0,28

0,35

0,21

0,23

0,14

0,23

0,31

0,16

0,24

0,60

0,27

0,39

0,18

1,14

0,89

1,34

2,14

0,95

0,23

0,15

0,29

0,51

0,19

1,28

0,95

1,58

2,24

0,98

4,06

3.32

4,78

6,83

3,16

11,88

4,85

14,05

14,41

6,36

Boxeri
brbai
Lei n
cas

Maieu
copii
Lei n
cas

Prosop
baie
Lei n
cas

Trening

Lei n
cas

Set
pilot
Lei n
cas

9,3

7,63

41,56

49,58

13,3

127,58

7,21
2,09

6,01
1,62

31,25
10,31

38,14
11,44

10,23
3,07

98,14
29,44

0,45
0,51

0,51
0,32

0,84
0,71

0,85
0,78

0,41
0,32

0,98
0,87

0,96

0,83

1,55

1,63

0,73

1,85

0,41

0,35

0,55

0,57

0,4

1,01

0,18

0,16

0,25

0,25

0,18

0,41

0,12

0,08

0,19

0,21

0,13

0,35

0,15

0,11

0,19

0,23

0,16

0,45

167

Poeta

Lei n
cas

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Huge Market
antrepozit/Magazin
Munc direct n
magazinul cu amnuntul
Costul stocului n
magazinul cu amnuntul
Costul exploatrii n
magazinul cu amnuntul
Total costuri directe de
manipulare
Profit direct pe produs

1,98

0,84

0,73

1,01

1,11

0,85

2,21

0,43

0,13

0,09

0,25

0,24

0,14

0,55

2,01

0,74

0,65

1,21

1,24

0,76

2,35

6,2

2,57

2,17

3,65

3,85

2,62

7,33

14,72

0,48

0,28

8,21

9,22

1,18

23,96

168

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Huge Market

169

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Huge Market
Iai
-2008-

Cuprins

1.Poziionarea raionului...................................................................................................8
2.Grupe de mrfuri..........................................................................................................8
Grupele de mrfuri care sunt prezente n acest raion sunt:............................................8
a)Audio/Video/Foto:.........................................................................................................8
Camere foto/video digitale; ............................................................................................8
Mp3 Player/Mp4 player;...................................................................................................8
Memory Stick-uri/Carduri memorie (512Mb, 1Gb, 2 Gb, 4 Gb)........................................8
b)Audio mari:...................................................................................................................8
Combine audio;...............................................................................................................8
Sisteme audio (3+1, 5+1);..............................................................................................8
Radio-casetofoane;..........................................................................................................8
Sisteme audio pentru main. ........................................................................................8
c)TV/DVD:........................................................................................................................9
Plasme (diferite dimensiuni);...........................................................................................9
Televizoare (diferite dimensiuni); ...................................................................................9

170

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Dvd playere;....................................................................................................................9
LCD-uri;...........................................................................................................................9
Siteme Home Cinema;.....................................................................................................9
Suporturi TV (decodoare);...............................................................................................9
Home Theatre (ecran de protecie i video proiector).....................................................9
d)Telefoane:....................................................................................................................9
Mobile;.............................................................................................................................9
Fix;..................................................................................................................................9
Fax; ................................................................................................................................9
SmartPhone;....................................................................................................................9
GPS-PDA..........................................................................................................................9
e)Confort termic:.............................................................................................................9
Aeroterme; .....................................................................................................................9
Calorifere electrice;.........................................................................................................9
Reouri;...........................................................................................................................9
Centrale termice;............................................................................................................9
Aparate de aer condiionat;.............................................................................................9
Boilere;............................................................................................................................9
Ventilatoare;....................................................................................................................9
Umidificatoare.................................................................................................................9
f)Refrigerate:...................................................................................................................9
Frigidere;.........................................................................................................................9
Congelatoare;..................................................................................................................9
Lzi frigorifice;.................................................................................................................9
Combine frigorifice;.........................................................................................................9
Vitrine frigorifice;............................................................................................................9
Vitrine ngheat/salate. .................................................................................................9
g)Maini de splat:..........................................................................................................9
Maini manuale de splat rufe;.....................................................................................10
Maini automate de splat rufe; ...................................................................................10
Maini de splat vase;...................................................................................................10
Usctoare de rufe..........................................................................................................10
171

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h)Maini de gtit:..........................................................................................................10
Aragaze;........................................................................................................................10
Plite;..............................................................................................................................10
Cuptoare;......................................................................................................................10
Hote; ............................................................................................................................10
Plite electrice;................................................................................................................10
Cuptor cu microunde;....................................................................................................10
Fripteuze electrice;........................................................................................................10
Grtare electrice;..........................................................................................................10
i)Electrocasnice de buctrie:.......................................................................................10
Mixer/Blendere;.............................................................................................................10
Robot de buctrie;.......................................................................................................10
Main de tocat;............................................................................................................10
Prjitor de pine; ..........................................................................................................10
Sandwich maker;...........................................................................................................10
Storctor de fructe;.......................................................................................................10
Cafetiere;......................................................................................................................10
Rnie cafea................................................................................................................10
j)Electrocasnice de menaj: ...........................................................................................10
Aspiratoare;...................................................................................................................10
Fier de clcat;................................................................................................................10
Aspiratoare mici;...........................................................................................................10
Maini de cusut.............................................................................................................10
k)Electrocasnice de igien personal:...........................................................................10
Epilatoare;.....................................................................................................................10
Maini de tuns;..............................................................................................................10
Maini de brbierit;........................................................................................................10
Plci pentru pr; ...........................................................................................................10
Ondulatoare pr;...........................................................................................................11
Usctoare pr;...............................................................................................................11
Perii rotative..................................................................................................................11
l)IT&C:...........................................................................................................................11
172

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Calculatoare; ................................................................................................................11
Notebook-uri;................................................................................................................11
Accesorii notebook;.......................................................................................................11
Periferice PC (tastaturi, mouse-uri, imprimante, multifuncionale, scanere, webcam-uri
etc.);..............................................................................................................................11
Componente PC;............................................................................................................11
Monitoare (LCD, CRT)....................................................................................................11
m)Diverse:.....................................................................................................................11
Prize;.............................................................................................................................11
Becuri;...........................................................................................................................11
Prelungitoare; ...............................................................................................................11
ntreruptoare;..............................................................................................................11
Baterii;...........................................................................................................................11
Tripluri;..........................................................................................................................11
Cabluri;..........................................................................................................................11
Mufe..............................................................................................................................11
3.Calculul indicatorilor...................................................................................................11
3.1.Aria raionului...........................................................................................................11
n urma ncasrilor obinute n anul precedent, s-a decis ca suprafaa acestui raion s
reprezinte 12% (inclusiv holul) din suprafaa total a hypermarket-ului.......................11
AR = 12% 4000 m2 = 480 m2...................................................................................11
3.2.ncasrile raionului..................................................................................................11
Randamentul mediu global este de 60.000 Ron / m2...................................................11
R = AR = 60.000 480 = 28.800.000 Ron............................................................11
3.3.Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)..........................................11
Nr..................................................................................................................................11
Crt.................................................................................................................................11
Grupa de mrfuri...........................................................................................................11
Ponderea.......................................................................................................................11
ncasrilor......................................................................................................................11
1....................................................................................................................................12
Audio/Video/Foto...........................................................................................................12

173

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Huge Market
10,00%..........................................................................................................................12
2....................................................................................................................................12
Audio mari.....................................................................................................................12
7,00%............................................................................................................................12
3....................................................................................................................................12
TV/DVD..........................................................................................................................12
9,50%............................................................................................................................12
4....................................................................................................................................12
Telefoane......................................................................................................................12
4,50%............................................................................................................................12
5....................................................................................................................................12
Confort termic...............................................................................................................12
5,00%............................................................................................................................12
6....................................................................................................................................12
Refrigerate....................................................................................................................12
8,00%............................................................................................................................12
7....................................................................................................................................12
Maini de splat............................................................................................................12
9,50%............................................................................................................................12
8....................................................................................................................................12
Maini de gtit...............................................................................................................12
9,50%............................................................................................................................12
9....................................................................................................................................12
Electrocasnice de buctrie..........................................................................................12
8,00%............................................................................................................................12
10..................................................................................................................................12
Electrocasnice de menaj...............................................................................................12
8,50%............................................................................................................................12
11..................................................................................................................................12
Electrocasnice de igien personal...............................................................................12
6,50%............................................................................................................................12
12..................................................................................................................................12
174

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Huge Market
IT&C..............................................................................................................................12
11,00%..........................................................................................................................12
13..................................................................................................................................12
Diverse..........................................................................................................................12
3,00%............................................................................................................................12
Total..............................................................................................................................12
-.....................................................................................................................................12
100%.............................................................................................................................12
3.4.Adaosul comercial pe fiecare grup de mrfuri (AC)...............................................12
Nr..................................................................................................................................12
Crt.................................................................................................................................12
Grupa de mrfuri...........................................................................................................12
Adaosul.........................................................................................................................12
Comercial......................................................................................................................12
1....................................................................................................................................12
Audio/Video/Foto...........................................................................................................12
25%...............................................................................................................................12
2....................................................................................................................................12
Audio mari.....................................................................................................................12
27%...............................................................................................................................12
3....................................................................................................................................12
TV/DVD..........................................................................................................................12
23%...............................................................................................................................12
4....................................................................................................................................12
Telefoane......................................................................................................................12
28%...............................................................................................................................12
5....................................................................................................................................12
Confort termic...............................................................................................................12
22%...............................................................................................................................12
6....................................................................................................................................12
Refrigerate....................................................................................................................12
22%...............................................................................................................................12
175

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Huge Market
7....................................................................................................................................12
Maini de splat............................................................................................................12
21%...............................................................................................................................12
8....................................................................................................................................12
Maini de gtit...............................................................................................................12
23%...............................................................................................................................12
9....................................................................................................................................12
Electrocasnice de buctrie..........................................................................................12
25%...............................................................................................................................12
10..................................................................................................................................12
Electrocasnice de menaj...............................................................................................12
25%...............................................................................................................................12
11..................................................................................................................................12
Electrocasnice de igien personal...............................................................................12
26%...............................................................................................................................12
12..................................................................................................................................12
IT&C..............................................................................................................................12
20%...............................................................................................................................12
13..................................................................................................................................12
Diverse..........................................................................................................................12
30%...............................................................................................................................12
3.5.Valoara ncasrilor pe fiecare grup de mrfuri......................................................12
Vgr = PGr R...............................................................................................................12
Nr..................................................................................................................................12
Crt.................................................................................................................................12
Grupa de mrfuri...........................................................................................................12
Ponderea.......................................................................................................................12
ncasrilor......................................................................................................................12
Valoarea ncasrilor (Ron).............................................................................................12
1....................................................................................................................................12
Audio/Video/Foto...........................................................................................................12
10,00%..........................................................................................................................12
176

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Huge Market
2.880.000,00.................................................................................................................12
2....................................................................................................................................12
Audio mari.....................................................................................................................12
7,00%............................................................................................................................12
2.016.000,00.................................................................................................................12
3....................................................................................................................................12
TV/DVD..........................................................................................................................12
9,50%............................................................................................................................12
2.736.000,00.................................................................................................................12
4....................................................................................................................................13
Telefoane......................................................................................................................13
4,50%............................................................................................................................13
1.296.000,00.................................................................................................................13
5....................................................................................................................................13
Confort termic...............................................................................................................13
5,00%............................................................................................................................13
1.440.000,00.................................................................................................................13
6....................................................................................................................................13
Refrigerate....................................................................................................................13
8,00%............................................................................................................................13
2.304.000,00.................................................................................................................13
7....................................................................................................................................13
Maini de splat............................................................................................................13
9,50%............................................................................................................................13
2.736.000,00.................................................................................................................13
8....................................................................................................................................13
Maini de gtit...............................................................................................................13
9,50%............................................................................................................................13
2.736.000,00.................................................................................................................13
9....................................................................................................................................13
Electrocasnice de buctrie..........................................................................................13
8,00%............................................................................................................................13
177

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Huge Market
2.304.000,00.................................................................................................................13
10..................................................................................................................................13
Electrocasnice de menaj...............................................................................................13
8,50%............................................................................................................................13
2.448.000,00.................................................................................................................13
11..................................................................................................................................13
Electrocasnice de igien personal...............................................................................13
6,50%............................................................................................................................13
1.872.000,00.................................................................................................................13
12..................................................................................................................................13
IT&C..............................................................................................................................13
11,00%..........................................................................................................................13
3.168.000,00.................................................................................................................13
13..................................................................................................................................13
Diverse..........................................................................................................................13
3,00%............................................................................................................................13
864.000,00....................................................................................................................13
Total..............................................................................................................................13
-.....................................................................................................................................13
100%.............................................................................................................................13
28.800.000,00...............................................................................................................13
3.6.Valoarea achiziiilor pe fiecare grup de mrfuri.....................................................13
VAgr = Vgr/(1+AC).......................................................................................................13
Nr..................................................................................................................................13
Crt.................................................................................................................................13
Grupa de mrfuri...........................................................................................................13
Adaosul.........................................................................................................................13
Comercial......................................................................................................................13
Valoarea achiziiilor (Ron).............................................................................................13
1....................................................................................................................................13
Audio/Video/Foto...........................................................................................................13
25%...............................................................................................................................13
178

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Huge Market
2.304.000,00.................................................................................................................13
2....................................................................................................................................13
Audio mari.....................................................................................................................13
27%...............................................................................................................................13
1.587.401,57.................................................................................................................13
3....................................................................................................................................13
TV/DVD..........................................................................................................................13
23%...............................................................................................................................13
2.224.390,24.................................................................................................................13
4....................................................................................................................................13
Telefoane......................................................................................................................13
28%...............................................................................................................................13
1.012.500,00.................................................................................................................13
5....................................................................................................................................13
Confort termic...............................................................................................................13
22%...............................................................................................................................13
1.180.327,87.................................................................................................................13
6....................................................................................................................................13
Refrigerate....................................................................................................................13
22%...............................................................................................................................13
1.888.524,59.................................................................................................................13
7....................................................................................................................................13
Maini de splat............................................................................................................13
21%...............................................................................................................................13
2.261.157,02.................................................................................................................13
8....................................................................................................................................13
Maini de gtit...............................................................................................................13
23%...............................................................................................................................13
2.224.390.24.................................................................................................................13
9....................................................................................................................................13
Electrocasnice de buctrie..........................................................................................13
25%...............................................................................................................................13
179

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Huge Market
1.843.200,00.................................................................................................................13
10..................................................................................................................................13
Electrocasnice de menaj...............................................................................................13
25%...............................................................................................................................13
1.958.400,00.................................................................................................................13
11..................................................................................................................................13
Electrocasnice de igien personal...............................................................................13
26%...............................................................................................................................13
1.485.714,29.................................................................................................................13
12..................................................................................................................................13
IT&C..............................................................................................................................13
20%...............................................................................................................................13
2.640.000,00.................................................................................................................13
13..................................................................................................................................13
Diverse..........................................................................................................................13
30%...............................................................................................................................13
664.615,38....................................................................................................................13
Total..............................................................................................................................13
-.....................................................................................................................................13
-.....................................................................................................................................13
23.274.621,20...............................................................................................................13
3.7.Marja comercial n expresie valoric pe fiecare grup de mrfuri.........................13
MCgr = Vgr - VAgr........................................................................................................13
Nr..................................................................................................................................13
Crt.................................................................................................................................13
Grupa de mrfuri...........................................................................................................13
Valoarea ncasrilor (Ron).............................................................................................13
Valoarea achiziiilor (Ron).............................................................................................13
Marja comercial total.................................................................................................13
1....................................................................................................................................13
Audio/Video/Foto...........................................................................................................13
2.880.000,00.................................................................................................................13
180

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Huge Market
2.304.000,00.................................................................................................................13
576.000,00....................................................................................................................13
2....................................................................................................................................13
Audio mari.....................................................................................................................13
2.016.000,00.................................................................................................................13
1.587.401,57.................................................................................................................13
428.598,43....................................................................................................................13
3....................................................................................................................................14
TV/DVD..........................................................................................................................14
2.736.000,00.................................................................................................................14
2.224.390,24.................................................................................................................14
511.609,76....................................................................................................................14
4....................................................................................................................................14
Telefoane......................................................................................................................14
1.296.000,00.................................................................................................................14
1.012.500,00.................................................................................................................14
283.500,00....................................................................................................................14
5....................................................................................................................................14
Confort termic...............................................................................................................14
1.440.000,00.................................................................................................................14
1.180.327,87.................................................................................................................14
259.672,13....................................................................................................................14
6....................................................................................................................................14
Refrigerate....................................................................................................................14
2.304.000,00.................................................................................................................14
1.888.524,59.................................................................................................................14
415.475,41....................................................................................................................14
7....................................................................................................................................14
Maini de splat............................................................................................................14
2.736.000,00.................................................................................................................14
2.261.157,02.................................................................................................................14
474.842,98....................................................................................................................14
181

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Huge Market
8....................................................................................................................................14
Maini de gtit...............................................................................................................14
2.736.000,00.................................................................................................................14
2.224.390.24.................................................................................................................14
511.609,76....................................................................................................................14
9....................................................................................................................................14
Electrocasnice de buctrie..........................................................................................14
2.304.000,00.................................................................................................................14
1.843.200,00.................................................................................................................14
460.800,00....................................................................................................................14
10..................................................................................................................................14
Electrocasnice de menaj...............................................................................................14
2.448.000,00.................................................................................................................14
1.958.400,00.................................................................................................................14
489.600,00....................................................................................................................14
11..................................................................................................................................14
Electrocasnice de igien personal...............................................................................14
1.872.000,00.................................................................................................................14
1.485.714,29.................................................................................................................14
386.285,71....................................................................................................................14
12..................................................................................................................................14
IT&C..............................................................................................................................14
3.168.000,00.................................................................................................................14
2.640.000,00.................................................................................................................14
528.000,00....................................................................................................................14
13..................................................................................................................................14
Diverse..........................................................................................................................14
864.000,00....................................................................................................................14
664.615,38....................................................................................................................14
199.384,62....................................................................................................................14
Total..............................................................................................................................14
-.....................................................................................................................................14
182

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Huge Market
28.800.000,00...............................................................................................................14
23.274.621,20...............................................................................................................14
5.525.378,80.................................................................................................................14
3.8.Ponderea fiecrei grupe de mrfuri din marja comercial total............................14
MCgr% = MCgr 100 / MCt............................................................................................14
Nr..................................................................................................................................14
Crt.................................................................................................................................14
Grupa de mrfuri...........................................................................................................14
Marja comercial total.................................................................................................14
Ponderea din marja comercial total...........................................................................14
1....................................................................................................................................14
Audio/Video/Foto...........................................................................................................14
576.000,00....................................................................................................................14
10,42%..........................................................................................................................14
2....................................................................................................................................14
Audio mari.....................................................................................................................14
428.598,43....................................................................................................................14
7,76%............................................................................................................................14
3....................................................................................................................................14
TV/DVD..........................................................................................................................14
511.609,76....................................................................................................................14
9,26%............................................................................................................................14
4....................................................................................................................................14
Telefoane......................................................................................................................14
283.500,00....................................................................................................................14
5,13%............................................................................................................................14
5....................................................................................................................................14
Confort termic...............................................................................................................14
259.672,13....................................................................................................................14
4,70%............................................................................................................................14
6....................................................................................................................................14
Refrigerate....................................................................................................................14
183

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Huge Market
415.475,41....................................................................................................................14
7,52%............................................................................................................................14
7....................................................................................................................................14
Maini de splat............................................................................................................14
474.842,98....................................................................................................................14
8,59%............................................................................................................................14
8....................................................................................................................................14
Maini de gtit...............................................................................................................14
511.609,76....................................................................................................................14
9,26%............................................................................................................................14
9....................................................................................................................................14
Electrocasnice de buctrie..........................................................................................14
460.800,00....................................................................................................................14
8,34%............................................................................................................................14
10..................................................................................................................................14
Electrocasnice de menaj...............................................................................................14
489.600,00....................................................................................................................14
8,86%............................................................................................................................14
11..................................................................................................................................14
Electrocasnice de igien personal...............................................................................14
386.285,71....................................................................................................................14
6,99%............................................................................................................................14
12..................................................................................................................................14
IT&C..............................................................................................................................14
528.000,00....................................................................................................................14
9,56%............................................................................................................................14
13..................................................................................................................................14
Diverse..........................................................................................................................14
199.384,62....................................................................................................................14
3.61%............................................................................................................................14
Total..............................................................................................................................14
-.....................................................................................................................................14
184

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Huge Market
5.525.378,80.................................................................................................................14
100%.............................................................................................................................14
4.Profitul direct pe produs.............................................................................................14
5.Calculul linearului.......................................................................................................16
5.1.Calculul linearului la sol.......................................................................................16
5.1.1.Pentru gondole de tip A, A1, A2:.......................................................................16
L = 6 m......................................................................................................................16
l = 1 m.......................................................................................................................16
C = 0,50 m.................................................................................................................16
Ls(A) = Ls(A1) = Ls(A2) = 2 L + 2 l + 4 C = 2 6 m + 2 1 m + 4 0,50 m = 16
m................................................................................................................................16
5.1.2.Pentru gondole de tip B, B1, B2:.......................................................................16
L = 6,50 m.................................................................................................................16
l = 1 m.......................................................................................................................16
C = 0,50 m.................................................................................................................16
Ls(B) = Ls(B1) = Ls(B2) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m =
17 m...........................................................................................................................16
5.1.3.Pentru gondole de tip C, C1, C2:.......................................................................16
L = 5 m......................................................................................................................16
l = 1 m.......................................................................................................................16
C = 0,50 m.................................................................................................................16
Ls(C) = Ls(C1) = Ls(C2) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14
m................................................................................................................................16
5.1.4.Pentru gondole de tip D i D1 (gondole de perete):..........................................16
L = 10 m....................................................................................................................16
l = 1 m.......................................................................................................................17
Ls(D) = Ls(D1) = L + 2 l = 10 m + 2 1 m = 12 m..................................................17
5.1.5.Pentru gondole de tip D2 (gondol de perete):.................................................17
L = 8,50 m.................................................................................................................17
l = 1 m.......................................................................................................................17
Ls(D2) = L + 2 l = 8,50 m + 2 1 m = 10,50 m.......................................................17
5.1.6.Pentru gondole de tip D3 (gondol de perete):.................................................17

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L = 5 m......................................................................................................................17
l = 1 m.......................................................................................................................17
Ls(D3) = L + 2 l = 5 m + 2 1 m = 7 m...................................................................17
5.1.7.Pentru gondole de tip D4 (gondol de perete):.................................................17
L = 9,10 m.................................................................................................................17
l = 1 m.......................................................................................................................17
Ls(D4) = L + 2 l = 9,10 m + 2 1 m = 11,10 m......................................................17
5.1.8.Pentru gondole de tip E (gondol de perete):...................................................17
L = 8,50 m.................................................................................................................17
l = 0,50 m..................................................................................................................17
Ls(E) = L + 2 l = 8,50 m + 2 0,50 m = 9,50 m.....................................................17
5.1.9.Pentru gondole de tip F (punct de vnzare cu vitrine):.....................................17
L = 2 m......................................................................................................................17
l = 0,50 m..................................................................................................................17
Ls(F) = L + 2 l = 2 m + 2 0,50 m = 3 m................................................................17
5.1.10.Pentru gondole de tip F1 (punct de vnzare cu vitrine):.................................17
L = 4 m......................................................................................................................17
l = 0,50 m..................................................................................................................17
Ls(F1) = L + 2 l = 4 m + 2 0,50 m = 5 m..............................................................17
5.2.Calculul linearului dezvoltat.................................................................................17
5.2.1.Gondole de tip A:..............................................................................................17
Ls(A) = 16 m............................................................................................................17
nr (numrul de rafturi) = 3.......................................................................................17
Ni (numrul de gondole de acest tip) = 2................................................................17
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................17
Ld(A) = Ls(A) nr Ni = 16 m 3 2 = 96 m............................................................18
5.2.2.Gondole de tip A1:............................................................................................18
Ls(A1) = 16 m..........................................................................................................18
nr (numrul de rafturi) = 4.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(A1) = Ls(A1) nr Ni = 16 m 4 1 = 64 m........................................................18
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5.2.3.Gondole de tip A2:............................................................................................18
Ls(A2) = 16 m..........................................................................................................18
nr (numrul de rafturi) = 6.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(A2) = Ls(A2) nr Ni = 16 m 6 1 = 96 m........................................................18
5.2.4.Gondole de tip B:..............................................................................................18
Ls(B) = 17 m............................................................................................................18
nr (numrul de rafturi) = 3.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(B) = Ls(B) nr Ni = 17 m 3 1 = 51 m............................................................18
5.2.5.Gondole de tip B1:............................................................................................18
Ls(B1) = 17 m..........................................................................................................18
nr (numrul de rafturi) = 4.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(B1) = Ls(B1) nr Ni = 17 m 4 1 = 68 m........................................................18
5.2.6.Gondole de tip B2:............................................................................................18
Ls(B2) = 17 m..........................................................................................................18
nr (numrul de rafturi) = 2.......................................................................................18
Ni (numrul de gondole de acest tip) = 1................................................................18
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................18
Ld(B2) = Ls(B2) nr Ni = 17 m 2 1 = 34 m........................................................18
5.2.7.Gondole de tip C:..............................................................................................18
Ls(C) = 14 m............................................................................................................18
nr (numrul de rafturi) = 3.......................................................................................18
Ni (numrul de gondole de acest tip) = 4................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(C) = Ls(C) nr Ni = 14 m 3 4 = 168 m..........................................................19
5.2.8.Gondole de tip C1:............................................................................................19
Ls(C1) = 14 m..........................................................................................................19
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nr (numrul de rafturi) = 5.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(C1) = Ls(C1) nr Ni = 14 m 5 1 = 70 m........................................................19
5.2.9.Gondole de tip C2:............................................................................................19
Ls(C2) = 14 m..........................................................................................................19
nr (numrul de rafturi) = 2.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(C2) = Ls(C2) nr Ni = 14 m 2 1 = 28 m........................................................19
5.2.10.Gondole de tip D:............................................................................................19
Ls(D) = 12 m............................................................................................................19
nr (numrul de rafturi) = 1.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(D) = Ls(D) nr Ni = 12 m 1 1 = 12 m...........................................................19
5.2.11.Gondole de tip D1:..........................................................................................19
Ls(D1) = 12 m..........................................................................................................19
nr (numrul de rafturi) = 2.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(D1) = Ls(D1) nr Ni = 12 m 2 1 = 24 m.......................................................19
5.2.12.Gondole de tip D2:..........................................................................................19
Ls(D2) = 10,50 m.....................................................................................................19
nr (numrul de rafturi) = 2.......................................................................................19
Ni (numrul de gondole de acest tip) = 1................................................................19
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................19
Ld(D2) = Ls(D2) nr Ni = 10,50 m 2 1 = 21 m..................................................19
5.2.13.Gondole de tip D3:..........................................................................................19
Ls(D3) = 7 m............................................................................................................20
nr (numrul de rafturi) = 1.......................................................................................20
Ni (numrul de gondole de acest tip) = 1................................................................20
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Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(D3) = Ls(D3) nr Ni = 7 m 1 1 = 7 m...........................................................20
5.2.14.Gondole de tip D4:..........................................................................................20
Ls(D4) = 11,10 m.....................................................................................................20
nr (numrul de rafturi) = 2.......................................................................................20
Ni (numrul de gondole de acest tip) = 1................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(D4) = Ls(D4) nr Ni = 11,10 m 2 1 = 22,20 m.............................................20
5.2.15.Gondole de tip E:.............................................................................................20
Ls(E) = 9,50 m.........................................................................................................20
nr (numrul de rafturi) = 3.......................................................................................20
Ni (numrul de gondole de acest tip) = 1................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(E) = Ls(E) nr Ni = 9,50 m 3 1 = 28,50 m....................................................20
5.2.16.Gondole de tip F:.............................................................................................20
Ls(F) = 13 m............................................................................................................20
nr (numrul de rafturi) = 1.......................................................................................20
Ni (numrul de gondole de acest tip) = 2................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(F) = Ls(F) nr Ni = 3 m 1 2 = 6 m.................................................................20
5.2.17.Gondole de tip F1:...........................................................................................20
Ls(F1) = 5 m............................................................................................................20
nr (numrul de rafturi) = 1.......................................................................................20
Ni (numrul de gondole de acest tip) = 2................................................................20
Ld = linearul dezvoltat alocat acestui tip de gondol..............................................20
Ld(F1) = Ls(F1) nr Ni = 5 m 1 2 = 10 m...........................................................20
5.3.Linearul dezvoltat alocat fiecrei grupe de mrfuri..............................................21
LGr = MGr% Ldt.....................................................................................................21
.................................................................................................................................21
Nr..................................................................................................................................21
Crt.................................................................................................................................21
Grupa de mrfuri...........................................................................................................21
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Ponderea din marja comercial total...........................................................................21
Linearul dezvoltat alocat grupei de mrfuri (m)............................................................21
1....................................................................................................................................21
Audio/Video/Foto...........................................................................................................21
10,42%..........................................................................................................................21
83,99.............................................................................................................................21
2....................................................................................................................................21
Audio mari.....................................................................................................................21
7,76%............................................................................................................................21
62,50.............................................................................................................................21
3....................................................................................................................................21
TV/DVD..........................................................................................................................21
9,26%............................................................................................................................21
74,60.............................................................................................................................21
4....................................................................................................................................21
Telefoane......................................................................................................................21
5,13%............................................................................................................................21
41,34.............................................................................................................................21
5....................................................................................................................................21
Confort termic...............................................................................................................21
4,70%............................................................................................................................21
37,86.............................................................................................................................21
6....................................................................................................................................21
Refrigerate....................................................................................................................21
7,52%............................................................................................................................21
60,58.............................................................................................................................21
7....................................................................................................................................21
Maini de splat............................................................................................................21
8,59%............................................................................................................................21
69,24.............................................................................................................................21
8....................................................................................................................................21
Maini de gtit...............................................................................................................21
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9,26%............................................................................................................................21
74,60.............................................................................................................................21
9....................................................................................................................................21
Electrocasnice de buctrie..........................................................................................21
8,34%............................................................................................................................21
67,19.............................................................................................................................21
10..................................................................................................................................21
Electrocasnice de menaj...............................................................................................21
8,86%............................................................................................................................21
71,39.............................................................................................................................21
11..................................................................................................................................21
Electrocasnice de igien personal...............................................................................21
6,99%............................................................................................................................21
56,33.............................................................................................................................21
12..................................................................................................................................21
IT&C..............................................................................................................................21
9,56%............................................................................................................................21
76,99.............................................................................................................................21
13..................................................................................................................................21
Diverse..........................................................................................................................21
3.61%............................................................................................................................21
29,07.............................................................................................................................21
Total..............................................................................................................................21
-.....................................................................................................................................21
100%.............................................................................................................................21
805,70...........................................................................................................................21
6.Tehnici de promovare................................................................................................21
Promovarea la locul de vanzare:...................................................................................21
Nr..................................................................................................................................22
Crt.................................................................................................................................22
1....................................................................................................................................22
2....................................................................................................................................22
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3....................................................................................................................................22
4....................................................................................................................................22
5....................................................................................................................................22
6....................................................................................................................................22
Nr..................................................................................................................................23
Crt.................................................................................................................................23
Pachet 1+1....................................................................................................................23
Pre achiziie.................................................................................................................23
Adaosul.........................................................................................................................23
Comercial......................................................................................................................23
Pre vnzare..................................................................................................................23
(lei)................................................................................................................................23
Pre pachet....................................................................................................................23
(lei)................................................................................................................................23
Reducere.......................................................................................................................23
%...................................................................................................................................23
Pre final pachet............................................................................................................23
1....................................................................................................................................23
Sistem audio ................................................................................................................23
224................................................................................................................................23
30%...............................................................................................................................23
320................................................................................................................................23
400................................................................................................................................23
25..................................................................................................................................23
300................................................................................................................................23
2....................................................................................................................................23
MP3 Player Philips.........................................................................................................23
56..................................................................................................................................23
30%...............................................................................................................................23
80..................................................................................................................................23
Nr..................................................................................................................................23
Crt.................................................................................................................................23
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Pachet 1+1....................................................................................................................23
Pre achiziie.................................................................................................................23
Adaosul.........................................................................................................................23
Comercial......................................................................................................................23
Pre vnzare..................................................................................................................23
(lei)................................................................................................................................23
ncasri..........................................................................................................................23
Costuri...........................................................................................................................23
Beneficiu.......................................................................................................................23
1....................................................................................................................................23
Cuptor cu microunde ....................................................................................................23
Zanussi..........................................................................................................................23
409................................................................................................................................23
20%...............................................................................................................................23
490.8.............................................................................................................................23
490.8.............................................................................................................................23
452................................................................................................................................23
38.8...............................................................................................................................23
2....................................................................................................................................23
Set vase termoizolante ENNA.......................................................................................23
43..................................................................................................................................23
20%...............................................................................................................................23
51.6...............................................................................................................................23
......................................................................................................................................24
......................................................................................................................................24
Iai.................................................................................................................................25
-2008-............................................................................................................................25
1. Poziionarea raionului i amenajarea interioar........................................................27
Poziionarea raionului...................................................................................................27
Raionul bazar este cel mai mic raion din cadrul hypermarket-ului, fiind amplasat ntre
raionul audio-video-electrocasnice (situat n partea de est) i raionul textile (situat n
partea de vest). n partea de nord a raionului se afl depozitul aferent acestuia, iar n

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partea de sud se nvecineaz cu o poriune din hol unde sunt expuse produse de
sezon.............................................................................................................................27
Datorit ncasrilor obinute n anul anterior, suprafaa raionului a fost realocat n
proporie de 8% (adic 320 m2 cu tot cu hol) din suprafaa total de 4000 m2 a
hypermarket-ului. Se prezint sub forma unui dreptunghi aezat n poziie vertical, cu
dimensiunile de 26,5 m, i respectiv 10,2 m. Toat suprafaa raionului este pavat pe
jos cu gresie de culoare albastr i roie pentru exterior, cu excepia unei suprafee de
12.20 m2 unde sunt expuse produse de mobilier, care este pavat cu parchet laminat,
ceea ce confer o atmosfer de cas i totodat elegan...........................................27
Amenajarea interioar..................................................................................................27
Raionul prezint o gam variat de produse ce acoper n mare parte nevoile
consumatorilor, adresndu-se tuturor tipurilor de consumatori. Grupele de mrfuri
prezente n aceste raion sunt expuse pe nou gondole clasice, cu capete drepte, de
diferite dimensiuni i cu un numr variabil de rafturi. ..................................................27
Mrfurile sunt dispuse ntr-un mod plcut i armonios pe gondole, astfel nct s
atrag atenia clientului, la capetele fiecrei gondole fiind prezentate promoiile
sptmnii.....................................................................................................................27
Acest raion dispune de un singur depozit situat n partea de nord, pentru o
aprovizionare rapid i uoar, n special pentru mobilier i pentru produsele de un
volum mai mare............................................................................................................27
Tipurile de gondole folosite n cadrul acestui raion sunt prezentate mai jos la punctul
4.1.................................................................................................................................27
.....................................................................................................................................27
2. Grupe de mrfuri.......................................................................................................27
Grupele de mrfuri disponibile n acest raion se prezint astfel:..................................27
a)Articole sport/camping:..............................................................................................27
Schiuri i clpari;

......................................................................................................27

Rolle, skateboard, patine;.............................................................................................27


Mingi de baschet, fotbal, volei, tenis de cmp i ping-pong;.........................................27
Rachete de tenis de cmp, rachete de badminton, palete tenis de mas i huse pentru
acestea;.........................................................................................................................27
Undie i accesorii pentru pescuit;................................................................................27
Biciclete i triciclete;.....................................................................................................27
Produse de camping: cort 4 persoane, cort 6 persoane, rucsac adventure kid, sac de
dormit cu/fr glug, izoprene, scunele, mas pliant picnic, scaune pliante picnic,
grtar, lamp gaz, rucsac de umr...............................................................................28

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b)Jocuri/jucrii:..............................................................................................................28
Jucrii de plu (ursulei, broscue, celui etc.) diferite mrimi;................................28
Ppui+accesorii ppui (hinue, case etc);................................................................28
Mainue simple, mainue cu telecomand, mainue cu motora (diferite mrimi);. .28
Roboei;.........................................................................................................................28
Puzzle, remy, ah, table, monopoly, minibiliard, scrable;..............................................28
Piese Lego;....................................................................................................................28
c)Papetrie/consumabile:..............................................................................................28
Caiete dictando i matematic (A4 i A5);....................................................................28
Pixuri, creioane, marker, culori, acuarele, pensule;......................................................28
Mape, folii, dosare (plastic i carton cu/fr in);........................................................28
Bibliorafturi;..................................................................................................................28
Topuri hrtie xerox, topuri coli de scris;........................................................................28
Agende (mari i mici);...................................................................................................28
Calculatoare de buzunar;..............................................................................................28
Lanterne;.......................................................................................................................28
Foarfece;.......................................................................................................................28
Suport pixuri, suport cd-uri, suport diskete;..................................................................28
Cd-uri, Dvd-uri, diskete, casete audio i video;.............................................................28
Carcase/Plicuri pentru Cd-uri i Dvd-uri;........................................................................28
Capsatoare i perforatoare;...........................................................................................28
Agrafe birou, bolduri, superglue, capse perforator........................................................28
d)Articole menaj i uz casnic:........................................................................................28
Bibelouri i vaze;...........................................................................................................28
Lumnri i beioare parfumate, suport beioare parfumate, uleiuri parfumate;.......28
Suveniruri;.....................................................................................................................28
Flori artificiale;..............................................................................................................28
Oale, fripteuse, tigi, capace tigi, tave aragaz;...........................................................29
Farfurii, boluri;...............................................................................................................29
Pahare;..........................................................................................................................29
Tacmuri;......................................................................................................................29
Mop-uri, mturi, forae, perii haine/covor;....................................................................29
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Ligheane, balii, couri rufe;...........................................................................................29
Toctoare;.....................................................................................................................29
Cutii plastic pentru depozitarea mncrii;.....................................................................29
Suporturi prosoape de buctrie, suporturi folii de prospeime;...................................29
e)Scule:.........................................................................................................................29
Bormain electric cu/fr acumulator;.......................................................................29
Set chei (6-20), set urubelnie, set dli;.....................................................................29
Patente, ciocane, chei reglabile;...................................................................................29
Flex electric;..................................................................................................................29
Ferstru electric;.........................................................................................................29
Gealu electric;.............................................................................................................29
lefuitor electric;...........................................................................................................29
Discuri pentru flex, burghie bormain;........................................................................29
Geni de scule i unelte;................................................................................................29
Truse scule pentru reea;..............................................................................................29
Aparat sudur + electrozi;............................................................................................29
Scule pneumatice (bormain, flex);.............................................................................29
Compresor.....................................................................................................................29
f)Sanitare:.....................................................................................................................29
Lavoar i picioare lavoar;..............................................................................................29
Chiuvet buctrie;.......................................................................................................29
Bideuri;..........................................................................................................................29
Czi;..............................................................................................................................29
Lavoare wc i rezervoare wc;........................................................................................29
Dulap baie;....................................................................................................................29
Faian i gresie;...........................................................................................................29
Baterii lavoar, baterii du, baterii bideu, baterii buctrie;...........................................29
Accesorii (furtune, conectori etc)..................................................................................30
g)Vopseluri/accesorii:....................................................................................................30
Lacuri mobil;................................................................................................................30
Lacuri parchet;..............................................................................................................30
Vopseluri (diverse culori)...............................................................................................30
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Pensule vopsea;............................................................................................................30
Deruginol;......................................................................................................................30
Diluant;..........................................................................................................................30
Var lavabil + colorani; .................................................................................................30
Bidinele, trafalete, pistol compresor.............................................................................30
h)Articole auto:..............................................................................................................30
Becuri;...........................................................................................................................30
Cauciucuri iarn/var;...................................................................................................30
Lanuri;..........................................................................................................................30
Preuri;..........................................................................................................................30
Odorizante;....................................................................................................................30
Capace roi;...................................................................................................................30
Truse medicale;.............................................................................................................30
Stingtor;......................................................................................................................30
Triunghiuri;....................................................................................................................30
Aspiratoare;...................................................................................................................30
Jante aliaj;.....................................................................................................................30
Uleiuri (ulei motor, ulei cutie, ulei direcie)...................................................................30
i)Hrana i accesorii animale:.........................................................................................30
Hran pentru cini, pisici, peti, psri (mncare la cutie, mncare uscat);...............30
Acvarii;..........................................................................................................................30
Colivii;...........................................................................................................................30
Jucrii pentru cini i pisici;...........................................................................................30
Accesorii acvarii;...........................................................................................................30
Hinue pentru animale de cas;..................................................................................30
Cri dresaj;...................................................................................................................30
Lese, hamuri, botnie;...................................................................................................30
Zgard metalic i zgard deparazitar........................................................................31
j)Mobilier:......................................................................................................................31
Scaune ergonomice;......................................................................................................31
Scaune directoriale;......................................................................................................31
Birou scris, birou calculator;..........................................................................................31
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Set canapea+dou fotolii;.............................................................................................31
Msue;.........................................................................................................................31
Mese buctrie;.............................................................................................................31
ifoniere;.......................................................................................................................31
Pat dublu dormitor;.......................................................................................................31
Pat copii;.......................................................................................................................31
Bibliotec;.....................................................................................................................31
Suport mobil costume+bar de susinere;....................................................................31
Scaune pliante, scaune cu picioare de inox..................................................................31
k)Obiecte de grdinrit:................................................................................................31
Ghivece;........................................................................................................................31
Geni de grdinrit;.......................................................................................................31
Maini de tuns gazon;....................................................................................................31
Foarfece de grdin;.....................................................................................................31
Greble, lopei, spligi;..................................................................................................31
Semine plante;.............................................................................................................31
Stropitori;......................................................................................................................31
Instalaii irigaii (furtune, aspensoare)..........................................................................31
l)Trolere:........................................................................................................................31
Geni laptop;.................................................................................................................31
Geni voiaj;....................................................................................................................31
Valize;...........................................................................................................................31
Geni camere foto/video;...............................................................................................31
Serviete.........................................................................................................................31
3. Calculul indicatorilor..................................................................................................31
3.1. Aria raionului.........................................................................................................31
n urma ncasrilor obinute n anul precedent, s-a decis ca suprafaa raionului bazar
s dein o pondere de 8% (inclusiv holul) din suprafaa total a hypermarket-ului.. . .32
AR = 8% 4000 m2 = 320 m2....................................................................................32
3.2. ncasrile raionului................................................................................................32
Randamentul mediu global este de 60.000 Ron/m2....................................................32
R = AR = 60.000 320 = 19.200.000 Ron..............................................................32

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3.3. Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)........................................32
Nr..................................................................................................................................32
Crt.................................................................................................................................32
Grupa de mrfuri...........................................................................................................32
Ponderea.......................................................................................................................32
ncasrilor......................................................................................................................32
1....................................................................................................................................32
Articole soprt/camping..................................................................................................32
8,60%............................................................................................................................32
2....................................................................................................................................32
Jocuri/jucrii...................................................................................................................32
12,00%..........................................................................................................................32
3....................................................................................................................................32
Papetrie/consumabile..................................................................................................32
18,50%..........................................................................................................................32
4....................................................................................................................................32
Articole menaj i uz casnic............................................................................................32
21,00%..........................................................................................................................32
5....................................................................................................................................32
Scule.............................................................................................................................32
6,40%............................................................................................................................32
6....................................................................................................................................32
Sanitare.........................................................................................................................32
5,00%............................................................................................................................32
7....................................................................................................................................32
Vopseluri/accesorii........................................................................................................32
4,10%............................................................................................................................32
8....................................................................................................................................32
Articole auto..................................................................................................................32
5,60%............................................................................................................................32
9....................................................................................................................................32
Hran i accesorii animale............................................................................................32
199

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
5,90%............................................................................................................................32
10..................................................................................................................................32
Mobilier.........................................................................................................................32
5,50%............................................................................................................................32
11..................................................................................................................................32
Obiecte de grdinrit....................................................................................................32
4,60%............................................................................................................................32
12..................................................................................................................................32
Trolere...........................................................................................................................32
2,80%............................................................................................................................32
Total..............................................................................................................................32
-.....................................................................................................................................32
100%.............................................................................................................................32
3.4. Adaosul comercial pe fiecare grup de mrfuri (AC).............................................32
Nr..................................................................................................................................32
Crt.................................................................................................................................32
Grupa de mrfuri...........................................................................................................32
Adaosul comercial.........................................................................................................32
1....................................................................................................................................32
Articole soprt/camping..................................................................................................32
31%...............................................................................................................................32
2....................................................................................................................................32
Jocuri/jucrii...................................................................................................................32
31%...............................................................................................................................32
3....................................................................................................................................32
Papetrie/consumabile..................................................................................................32
30%...............................................................................................................................32
4....................................................................................................................................32
Articole menaj i uz casnic............................................................................................32
29%...............................................................................................................................32
5....................................................................................................................................32
Scule.............................................................................................................................32
200

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
35%...............................................................................................................................32
6....................................................................................................................................32
Sanitare.........................................................................................................................32
34%...............................................................................................................................32
7....................................................................................................................................32
Vopseluri/accesorii........................................................................................................32
31%...............................................................................................................................32
8....................................................................................................................................32
Articole auto..................................................................................................................32
32%...............................................................................................................................32
9....................................................................................................................................32
Hran i accesorii animale............................................................................................32
31%...............................................................................................................................32
10..................................................................................................................................32
Mobilier.........................................................................................................................32
25%...............................................................................................................................32
11..................................................................................................................................33
Obiecte de grdinrit....................................................................................................33
30%...............................................................................................................................33
12..................................................................................................................................33
Trolere...........................................................................................................................33
27%...............................................................................................................................33
3.5. Valoarea ncasrilor pe fiecare grup de mrfuri..................................................33
Vgr = PGr R............................................................................................................33
Nr..................................................................................................................................33
Crt.................................................................................................................................33
Grupa de mrfuri...........................................................................................................33
Ponderea.......................................................................................................................33
ncasrilor......................................................................................................................33
Valoarea ncasrilor (Ron).............................................................................................33
1....................................................................................................................................33
Articole soprt/camping..................................................................................................33
201

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
8,60%............................................................................................................................33
1.651.200,00.................................................................................................................33
2....................................................................................................................................33
Jocuri/jucrii...................................................................................................................33
12,00%..........................................................................................................................33
2.304.000,00.................................................................................................................33
3....................................................................................................................................33
Papetrie/consumabile..................................................................................................33
18,50%..........................................................................................................................33
3.552.000,00.................................................................................................................33
4....................................................................................................................................33
Articole menaj i uz casnic............................................................................................33
21,00%..........................................................................................................................33
4.032.000,00.................................................................................................................33
5....................................................................................................................................33
Scule.............................................................................................................................33
6,40%............................................................................................................................33
1.228.800,00.................................................................................................................33
6....................................................................................................................................33
Sanitare.........................................................................................................................33
5,00%............................................................................................................................33
960.000,00....................................................................................................................33
7....................................................................................................................................33
Vopseluri/accesorii........................................................................................................33
4,10%............................................................................................................................33
787.200,00....................................................................................................................33
8....................................................................................................................................33
Articole auto..................................................................................................................33
5,60%............................................................................................................................33
1.075.200,00.................................................................................................................33
9....................................................................................................................................33
Hran i accesorii animale............................................................................................33
202

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
5,90%............................................................................................................................33
1.132.800,00.................................................................................................................33
10..................................................................................................................................33
Mobilier.........................................................................................................................33
5,50%............................................................................................................................33
1.056.000,00.................................................................................................................33
11..................................................................................................................................33
Obiecte de grdinrit....................................................................................................33
4,60%............................................................................................................................33
883.200,00....................................................................................................................33
12..................................................................................................................................33
Trolere...........................................................................................................................33
2,80%............................................................................................................................33
537.600,00....................................................................................................................33
Total..............................................................................................................................33
-.....................................................................................................................................33
100%.............................................................................................................................33
19.200.000,00...............................................................................................................33
3.6. Valoarea achiziiilor pe fiecare grup de mrfuri...................................................33
VAgr = Vgr/(1+AC).......................................................................................................33
Nr..................................................................................................................................33
Crt.................................................................................................................................33
Grupa de mrfuri...........................................................................................................33
Adaosul comercial.........................................................................................................33
Valoarea achiziiilor (Ron).............................................................................................33
1....................................................................................................................................33
Articole soprt/camping..................................................................................................33
31%...............................................................................................................................33
1.260.458,02.................................................................................................................33
2....................................................................................................................................33
Jocuri/jucrii...................................................................................................................33
31%...............................................................................................................................33
203

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
1.758.778,63.................................................................................................................33
3....................................................................................................................................33
Papetrie/consumabile..................................................................................................33
30%...............................................................................................................................33
2.732.307,69.................................................................................................................33
4....................................................................................................................................33
Articole menaj i uz casnic............................................................................................33
29%...............................................................................................................................33
3.125.581,40.................................................................................................................33
5....................................................................................................................................33
Scule.............................................................................................................................33
35%...............................................................................................................................33
910.222,22....................................................................................................................33
6....................................................................................................................................33
Sanitare.........................................................................................................................33
34%...............................................................................................................................33
716.417,91....................................................................................................................33
7....................................................................................................................................33
Vopseluri/accesorii........................................................................................................33
31%...............................................................................................................................33
600.916,03....................................................................................................................33
8....................................................................................................................................33
Articole auto..................................................................................................................33
32%...............................................................................................................................33
814.545,45....................................................................................................................33
9....................................................................................................................................33
Hran i accesorii animale............................................................................................33
31%...............................................................................................................................33
864.732,82....................................................................................................................33
10..................................................................................................................................33
Mobilier.........................................................................................................................33
25%...............................................................................................................................33
204

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
844.800,00....................................................................................................................33
11..................................................................................................................................33
Obiecte de grdinrit....................................................................................................33
30%...............................................................................................................................33
679.384,62....................................................................................................................33
12..................................................................................................................................33
Trolere...........................................................................................................................33
27%...............................................................................................................................33
423.307,09....................................................................................................................33
Total..............................................................................................................................34
-.....................................................................................................................................34
14.731.451,88...............................................................................................................34
3.7. Marja comercial n expresie valoric pe fiecare grup de mrfuri.......................34
MCgr = Vgr - VAgr........................................................................................................34
Nr..................................................................................................................................34
Crt.................................................................................................................................34
Grupa de mrfuri...........................................................................................................34
Valoarea ncasrilor (Ron).............................................................................................34
Valoarea achiziiilor (Ron).............................................................................................34
Marja comercial total.................................................................................................34
1....................................................................................................................................34
Articole soprt/camping..................................................................................................34
1.651.200,00.................................................................................................................34
1.260.458,02.................................................................................................................34
390.741,98....................................................................................................................34
2....................................................................................................................................34
Jocuri/jucrii...................................................................................................................34
2.304.000,00.................................................................................................................34
1.758.778,63.................................................................................................................34
545.221,37....................................................................................................................34
3....................................................................................................................................34
Papetrie/consumabile..................................................................................................34
205

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
3.552.000,00.................................................................................................................34
2.732.307,69.................................................................................................................34
819.692,31....................................................................................................................34
4....................................................................................................................................34
Articole menaj i uz casnic............................................................................................34
4.032.000,00.................................................................................................................34
3.125.581,40.................................................................................................................34
906.418,6......................................................................................................................34
5....................................................................................................................................34
Scule.............................................................................................................................34
1.228.800,00.................................................................................................................34
910.222,22....................................................................................................................34
318.577,78....................................................................................................................34
6....................................................................................................................................34
Sanitare.........................................................................................................................34
960.000,00....................................................................................................................34
716.417,91....................................................................................................................34
243.582,09....................................................................................................................34
7....................................................................................................................................34
Vopseluri/accesorii........................................................................................................34
787.200,00....................................................................................................................34
600.916,03....................................................................................................................34
186.283,97....................................................................................................................34
8....................................................................................................................................34
Articole auto..................................................................................................................34
1.075.200,00.................................................................................................................34
814.545,45....................................................................................................................34
260.654,55....................................................................................................................34
9....................................................................................................................................34
Hran i accesorii animale............................................................................................34
1.132.800,00.................................................................................................................34
864.732,82....................................................................................................................34
206

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
268.067,18....................................................................................................................34
10..................................................................................................................................34
Mobilier.........................................................................................................................34
1.056.000,00.................................................................................................................34
844.800,00....................................................................................................................34
211.200,00....................................................................................................................34
11..................................................................................................................................34
Obiecte de grdinrit....................................................................................................34
883.200,00....................................................................................................................34
679.384,62....................................................................................................................34
203.815,38....................................................................................................................34
12..................................................................................................................................34
Trolere...........................................................................................................................34
537.600,00....................................................................................................................34
423.307,09....................................................................................................................34
114.292,91....................................................................................................................34
Total..............................................................................................................................34
-.....................................................................................................................................34
19.200.000,00...............................................................................................................34
14.731.451,88...............................................................................................................34
4.468.548,12.................................................................................................................34
.....................................................................................................................................34
3.8. Ponderea fiecrei grupe de mrfuri din marja comercial total...........................34
MCgr% = MCgr 100 / MCt............................................................................................34
Nr..................................................................................................................................34
Crt.................................................................................................................................34
Grupa de mrfuri...........................................................................................................34
Marja comercial total.................................................................................................34
Ponderea din marja comercial total...........................................................................34
1....................................................................................................................................34
Articole soprt/camping..................................................................................................34
390.741,98....................................................................................................................34
207

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
8,74%............................................................................................................................34
2....................................................................................................................................34
Jocuri/jucrii...................................................................................................................34
545.221,37....................................................................................................................34
12,20%..........................................................................................................................34
3....................................................................................................................................34
Papetrie/consumabile..................................................................................................34
819.692,31....................................................................................................................34
18,34%..........................................................................................................................34
4....................................................................................................................................34
Articole menaj i uz casnic............................................................................................34
906.418,6......................................................................................................................34
20,28%..........................................................................................................................34
5....................................................................................................................................34
Scule.............................................................................................................................34
318.577,78....................................................................................................................34
7,13%............................................................................................................................34
6....................................................................................................................................34
Sanitare.........................................................................................................................34
243.582,09....................................................................................................................34
5,45%............................................................................................................................34
7....................................................................................................................................34
Vopseluri/accesorii........................................................................................................34
186.283,97....................................................................................................................34
4,17%............................................................................................................................34
8....................................................................................................................................34
Articole auto..................................................................................................................34
260.654,55....................................................................................................................34
5,83%............................................................................................................................34
9....................................................................................................................................34
Hran i accesorii animale............................................................................................34
268.067,18....................................................................................................................34
208

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
6,00%............................................................................................................................34
10..................................................................................................................................34
Mobilier.........................................................................................................................34
211.200,00....................................................................................................................34
4,73%............................................................................................................................34
11..................................................................................................................................34
Obiecte de grdinrit....................................................................................................34
203.815,38....................................................................................................................34
4,56%............................................................................................................................34
12..................................................................................................................................34
Trolere...........................................................................................................................34
114.292,91....................................................................................................................34
2,56%............................................................................................................................34
Total..............................................................................................................................34
-.....................................................................................................................................34
4.468.548,12.................................................................................................................34
100%.............................................................................................................................34
4. Calculul linearului......................................................................................................35
4.1. Calculul linearului la sol......................................................................................35
a.Gondol tip A (cu dou rafturi): .................................................................................35
L = 4,50 m ...................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(A) = 2 L + 2 l + 4 C = 2 4,50 m + 2 1 m + 4 0,50 m = 13 m .....................35
b.Gondol tip A1 (cu 3 rafturi): .....................................................................................35
L = 4,50 m....................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(A1) = 2 L + 2 l + 4 C = 2 4,50 m + 2 1 m + 4 0,50 m = 13 m....................35
c.Gondol tip B (cu 4 rafturi): .......................................................................................35
L = 5 m.........................................................................................................................35
l = 1 m..........................................................................................................................35
209

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Huge Market
C = 0,50 m....................................................................................................................35
Ls(B) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m...........................35
d.Gondol tip B1 (cu 6 rafturi): .....................................................................................35
L = 5 m.........................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(B1) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m.........................35
e.Gondol tip C (cu 4 rafturi): .......................................................................................35
L = 6,50 m....................................................................................................................35
l = 1 m..........................................................................................................................35
C = 0,50 m....................................................................................................................35
Ls(C) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m......................35
f.Gondol tip C1 (cu 6 rafturi): ......................................................................................35
L = 6,50 m....................................................................................................................35
l = 1 m..........................................................................................................................36
C = 0,50 m....................................................................................................................36
Ls(C1) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m....................36
g.Gondol tip D (gondol de perete, pentru mobil): ...................................................36
L = 7,20 m....................................................................................................................36
l = 2,50 m.....................................................................................................................36
Ls(D) = L + 2 l= 7,20 m + 2 2,50 m = 12,20 m........................................................36
4.2. Calculul linearului dezvoltat................................................................................36
a.Gondol tip A:.........................................................................................................36
Ls(A) = 13 m..............................................................................................................36
nr = 2, nr = numrul de rafturi..................................................................................36
Ni = 2, Ni = numrul de gondole...............................................................................36
Ld(A) = Ls(A) nr Ni = 13 m 2 2 = 52 m..............................................................36
b.Gondol tip A1:.......................................................................................................36
Ls(A1) = 13 m............................................................................................................36
nr = 3, nr = numrul de rafturi..................................................................................36
Ni = 1, Ni = numrul de gondole...............................................................................36
Ld(A1) = Ls(A1) nr Ni = 13 m 3 1 = 39 m..........................................................36
210

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
c.Gondol tip B:..........................................................................................................36
Ls(B) = 14 m..............................................................................................................36
nr = 4, nr = numrul de rafturi..................................................................................36
Ni = 2, Ni = numrul de gondole...............................................................................36
Ld(B) = Ls(B) nr Ni = 14 m 4 2 = 112 m............................................................36
d.Gondol tip B1:.......................................................................................................36
Ls(B1) = 14 m............................................................................................................36
nr = 6, nr = numrul de rafturi..................................................................................36
Ni = 1, Ni = numrul de gondole...............................................................................36
Ld(B1) = Ls(B1) nr Ni = 14 m 6 1 = 84 m..........................................................36
e.Gondol tip C:.........................................................................................................36
Ls(C) = 17 m..............................................................................................................36
nr = 4, nr = numrul de rafturi..................................................................................36
Ni = 2, Ni = numrul de gondole...............................................................................36
Ld(C) = Ls(C) nr Ni = 17 m 4 2 = 136 m............................................................37
f.Gondol tip C1:........................................................................................................37
Ls(C1) = 17 m............................................................................................................37
nr = 6, nr = numrul de rafturi..................................................................................37
Ni = 1, Ni = numrul de gondole...............................................................................37
Ld(C1) = Ls(C1) nr Ni = 17 m 6 1 = 102 m........................................................37
g.Gondol tip D:.........................................................................................................37
Ls(D) = 12,20 m.........................................................................................................37
nr = 1, nr = numrul de rafturi..................................................................................37
Ni = 1, Ni = numrul de gondole...............................................................................37
Ld(D) = Ls(D) nr Ni = 12,20 m 1 1 = 12,20 m...................................................37
4.3. Linearul dezvoltat alocat fiecrei grupe de mrfuri.............................................37
LGr = MGr% Ldt.....................................................................................................37
.................................................................................................................................37
Nr..................................................................................................................................37
Crt.................................................................................................................................37
Grupa de mrfuri...........................................................................................................37
Ponderea din marja comercial total...........................................................................37
211

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i-ai s vezi c vii i mine!
Huge Market
Linearul alocat fiecrei grupe de mrfuri (m)................................................................37
1....................................................................................................................................37
Articole soprt/camping..................................................................................................37
8,74%............................................................................................................................37
46,97.............................................................................................................................37
2....................................................................................................................................37
Jocuri/jucrii...................................................................................................................37
12,20%..........................................................................................................................37
65,55.............................................................................................................................37
3....................................................................................................................................37
Papetrie/consumabile..................................................................................................37
18,34%..........................................................................................................................37
98,54.............................................................................................................................37
4....................................................................................................................................37
Articole menaj i uz casnic............................................................................................37
20,28%..........................................................................................................................37
108,97...........................................................................................................................37
5....................................................................................................................................37
Scule.............................................................................................................................37
7,13%............................................................................................................................37
38,30.............................................................................................................................37
6....................................................................................................................................37
Sanitare.........................................................................................................................37
5,45%............................................................................................................................37
29,28.............................................................................................................................37
7....................................................................................................................................37
Vopseluri/accesorii........................................................................................................37
4,17%............................................................................................................................37
22,39.............................................................................................................................37
8....................................................................................................................................37
Articole auto..................................................................................................................37
5,83%............................................................................................................................37
212

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
31,34.............................................................................................................................37
9....................................................................................................................................37
Hran i accesorii animale............................................................................................37
6,00%............................................................................................................................37
32,23.............................................................................................................................37
10..................................................................................................................................37
Mobilier.........................................................................................................................37
4,73%............................................................................................................................37
25,39.............................................................................................................................37
11..................................................................................................................................37
Obiecte de grdinrit....................................................................................................37
4,56%............................................................................................................................37
24,50.............................................................................................................................37
12..................................................................................................................................37
Trolere...........................................................................................................................37
2,56%............................................................................................................................37
13,74.............................................................................................................................37
Total..............................................................................................................................38
-.....................................................................................................................................38
100%.............................................................................................................................38
537,20...........................................................................................................................38
5.Profitul direct pe produs.............................................................................................38
6.Tehnici de promovare................................................................................................39
6.1.Mostr gratuit........................................................................................................39
La achiziionarea unui ghiveci pentru flori clientul primete gratuit un plicule cu
semine de roii pentru sdit. Preul unui plicule cu semine de roii este de 1,50 lei. 39
Pam = 25 lei preul de vnzare cu amnuntul al ghiveciului......................................39
AC = 30 % - adaosul comercial aplicat acestui produs.................................................39
Q1 = 30 buc - cantitatea de marf vndut fr acordarea mostrei.............................39
Q2 = 45 buc cantitatea de marf preconizat a fi vndut cu acordarea mostrei.. . . .39
Au fost distribuite 40 de mostre: 40 buc 1,50 lei = 60 lei...........................................39
......................................................................................................................................39

213

Hai la mine cumperi bine,


i-ai s vezi c vii i mine!
Huge Market
......................................................................................................................................39
......................................................................................................................................39
Pb1 = Q1 MB = 30 4,85 = 145,50 lei........................................................................39
Pb2 = Q2 MB 60 lei= 45 4,85 60 lei = 158,25 lei.................................................39
6.2.Reduceri temporale de pret....................................................................................39
La achiziionarea oricrui top de hrtie A4 Uni Copy, clientul are o reducere de 15%.
......................................................................................................................................39
Pam1 = 11,85 lei preul de vnzare cu amnuntul al topului de hrtie fr reducere
......................................................................................................................................39
Pam2 = 10,07 lei preul de vnzare cu amnuntul al topului de hrtie cu reducerea
de 15%..........................................................................................................................39
AC = 30 % - adaosul comercial aplicat acestui produs.................................................39
Q1 = 100 buc - cantitatea de marf vndut fr reducerea de pre...........................40
Q2 = 320 buc cantitatea de marf vndut cu reducerea preului............................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
Pb1 = Q1 MB1 = 100 2,30 = 230 lei.........................................................................40
Pb2 = Q2 MB2 = 320 0,80 = 256 lei.........................................................................40
6.3.Pachetul bonus........................................................................................................40
La achiziionarea unui set de 6 farfurii ntinse Arcoroc, clientul pltete doar 5 dintre
acestea, una fiind bonus. Preul unei farfurii oferite este de 4,5 lei..............................40
Pam = 23 lei preul de vnzare cu amnuntul a setului de farfurii.............................40
AC = 29 % - adaosul comercial aplicat acestui produs.................................................40
Q1 = 20 seturi - cantitatea de marf vndut fr acordarea mostrei..........................40
Q2 = 52 buc cantitatea de marf preconizat a fi vndut cu acordarea mostrei.. . . .40
Au fost acordate 20 de farfurii: 20 buc 4,50 lei = 90 lei..............................................40
......................................................................................................................................40
......................................................................................................................................40
......................................................................................................................................40
Pb1 = Q1 MB = 20 4,35 = 87 lei...............................................................................40
214

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i-ai s vezi c vii i mine!
Huge Market
Pb2 = Q2 MB 90 lei= 52 4,35 90 lei = 136,20 lei.................................................40
6.4.Pachetul cuplu.........................................................................................................40
Cortul de 4 persoane se vinde mpreun cu o umbrel de plaj. Costul unei umbrele
este de 15,60 lei............................................................................................................40
Pam = 165 lei preul de vnzare cu amnuntul..........................................................40
AC = 31 % - adaosul comercial aplicat acestui produs.................................................40
Q1 = 15 buc - cantitatea de marf vndut fr acordarea umbrelei...........................40
Q2 = 30 buc cantitatea de marf preconizat a fi vndut cu acordarea umbrelei. . .40
Au fost acordate 15 umbrele: 17 buc 15,60 lei = 265,20 lei.......................................41
......................................................................................................................................41
......................................................................................................................................41
......................................................................................................................................41
Pb1 = Q1 MB = 15 32,81 = 492,15 lei......................................................................41
Pb2 = Q2 MB 156 lei= 30 32,81 265,20 lei = 719,10 lei......................................41
.....................................................................................................................................41
......................................................................................................................................42
......................................................................................................................................42
Iai.................................................................................................................................43
-2008-............................................................................................................................43
1.Prezentarea raionului...............................................................................................156
Raionul textile este amplasat ntre raionul bazar (situat n partea de est) i raionul
alimentar (situat n partea de vest). n partea de nord se afl depozitul acestuia, iar n
partea de sud se nvecineaz cu raionul igien-ntreinere-cosmetic........................156
n urma ncasrilor obinute n anul precedent, acestui raion i-a fost alocat 600 m2 (cu
tot cu hol) din suprafaa total de 4000 m2, ceea ce reprezint o pondere de 15%.
Raionul are forma unui dreptunghi aezat n poziie vertical cu dimensiunile de 26,5
m, i respectiv 19,8 m.................................................................................................156
V dorim cumprturi plcute n departamentul nostru i sperm s gsii articole de
vestimentaie care s v plac i s vin n ntmpinarea dorinelor dumneavoastr.
....................................................................................................................................156
Pentru produsele existente n acest raion s-au folosit gondole clasice de diferite
dimendiuni, couri i gondole circulare standard. ......................................................156
2.Grupe de mrfuri......................................................................................................157
a)Confecii dam:........................................................................................................157

215

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Bluze;..........................................................................................................................157
Top-uri;........................................................................................................................157
Pulovere;.....................................................................................................................157
Rochii;.........................................................................................................................157
Fuste;..........................................................................................................................157
Pantaloni (jeans, stof, tercot, raiat, bermuzi);...........................................................157
Jachete/Paltoane/Cojoace;...........................................................................................157
Sacouri;.......................................................................................................................157
Cmi;.......................................................................................................................157
Cciuli/Plrii/Earfe/Fular/Mnui...............................................................................157
b)Confecii brbai:......................................................................................................157
Pulovere;.....................................................................................................................157
Pantaloni (jeans, stof, tercot, raiat, bermuzi);...........................................................157
Cmi/Cravate;..........................................................................................................157
Tricouri;.......................................................................................................................157
Jachete/Paltoane/Cojoace;...........................................................................................157
Costume;.....................................................................................................................157
Sacouri;.......................................................................................................................157
Cciuli/Plrii/Fular/Earfe/Mnui...............................................................................157
c)Confecii copii:..........................................................................................................157
Compleuri;...................................................................................................................157
Bluze;..........................................................................................................................157
Pantaloni;....................................................................................................................157
Jachete/Cojocele/Paltonae;........................................................................................157
Tricouri;.......................................................................................................................157
Costume;.....................................................................................................................157
Haine pentru nou-nscui;...........................................................................................157
Cciuli/Fular/Mnui....................................................................................................157
d)nclminte dam:..................................................................................................157
Papuci de cas;...........................................................................................................157
lapi/Sandale/Saboi;..................................................................................................158
Pantofi;........................................................................................................................158
216

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Cizme/Ghete................................................................................................................158
e)nclminte brbai:................................................................................................158
Papuci de cas;...........................................................................................................158
lapi/Sandale/Saboi;..................................................................................................158
Pantofi;........................................................................................................................158
Ghete..........................................................................................................................158
f)nclminte copii:....................................................................................................158
Papuci de cas;...........................................................................................................158
lapi/Sandale/Saboi;..................................................................................................158
Pantofi;........................................................................................................................158
Cizme/Ghete................................................................................................................158
g)Lenjerie intim dam:..............................................................................................158
Tanga/Chiloi/Boxeri;...................................................................................................158
Maieu;.........................................................................................................................158
Sutiene/Bustiere/Body;................................................................................................158
Pijamale/Capoturi;.......................................................................................................158
osete;........................................................................................................................158
Dresuri;.......................................................................................................................158
Desu-uri/Corsete.........................................................................................................158
h)Lenjerie intim brbai:............................................................................................158
Chiloi/Boxeri;..............................................................................................................158
ort;............................................................................................................................158
Pijamale/Capoturi;.......................................................................................................158
osete;........................................................................................................................158
Maieu;.........................................................................................................................158
Indispensabili;.............................................................................................................158
Cma de corp..........................................................................................................158
i)Lenjerie intim copii:.................................................................................................158
Chiloi/Boxeri;..............................................................................................................158
ort;............................................................................................................................159
osete;........................................................................................................................159
Maieu;.........................................................................................................................159
217

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Indispensabili;.............................................................................................................159
Cma de corp;.........................................................................................................159
Lenjerie nou-nscui....................................................................................................159
j)Accesorii:...................................................................................................................159
Poete;........................................................................................................................159
Curele;.........................................................................................................................159
Bijuterii;.......................................................................................................................159
Accesorii pentru pr....................................................................................................159
k)Articole cas:............................................................................................................159
Perdele;.......................................................................................................................159
Draperii;......................................................................................................................159
Lenjerii pat;.................................................................................................................159
Pilote/Perne/Pernue;...................................................................................................159
Prosoape buctrie;....................................................................................................159
Fee de mas;.............................................................................................................159
Mileuri;........................................................................................................................159
Coverturi/Pturi/Covoare/Carpete/Traverse.................................................................159
l)Articole baie:.............................................................................................................159
Prosoape;....................................................................................................................159
Covoare de baie;.........................................................................................................159
Halate de baie;............................................................................................................159
Draperii cad...............................................................................................................159
m)Articole sport:.........................................................................................................159
Hanorace;....................................................................................................................159
Tricouri;.......................................................................................................................159
Trening-uri;..................................................................................................................159
Pantofi sport;...............................................................................................................159
Pantaloni sport;...........................................................................................................159
Costume schi/surfing/plaj/fitnes................................................................................159
3.Calculul indicatorilor.................................................................................................160
3.1.Aria total a raionului............................................................................................160

218

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Datorit ncasrilor obinute, suprafaa total a acestui raion, inclusiv holul, a fost
realocat la 15% din suprafaa total a hypermarket-ului..........................................160
AR = 15% 4000 m2 = 600 m2.................................................................................160
3.2.ncasrile raionului................................................................................................160
Randamentul mediu global este de 60.000 Ron / m2.................................................160
R = AR 60.000 = 600 60.000 = 36.000.000 Ron..................................................160
3.3.Ponderea ncasrilor pe fiecare grup de mrfuri (PGr)........................................160
Nr................................................................................................................................160
Crt...............................................................................................................................160
Grupa de mrfuri.........................................................................................................160
Ponderea.....................................................................................................................160
ncasrilor....................................................................................................................160
1..................................................................................................................................160
Confecii dam............................................................................................................160
6,60%..........................................................................................................................160
2..................................................................................................................................160
Confecii brbai..........................................................................................................160
7,00%..........................................................................................................................160
3..................................................................................................................................160
Confecii copii..............................................................................................................160
8,90%..........................................................................................................................160
4..................................................................................................................................160
nclminte dam......................................................................................................160
5,00%..........................................................................................................................160
5..................................................................................................................................160
ncalminte brbai....................................................................................................160
7,00%..........................................................................................................................160
6..................................................................................................................................160
nclminte copii........................................................................................................160
7,70%..........................................................................................................................160
7..................................................................................................................................160
Lenjerie intim dam...................................................................................................160

219

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4,80%..........................................................................................................................160
8..................................................................................................................................160
Lenjerie intim brbai................................................................................................160
5,50%..........................................................................................................................160
9..................................................................................................................................160
Lenjerie intim copii....................................................................................................160
6,00%..........................................................................................................................160
10................................................................................................................................160
Accesorii......................................................................................................................160
4,00%..........................................................................................................................160
11................................................................................................................................160
Articole cas................................................................................................................160
14,10%........................................................................................................................160
12................................................................................................................................160
Articole baie................................................................................................................160
11,20%........................................................................................................................160
13................................................................................................................................160
Articole sport...............................................................................................................160
12,20%........................................................................................................................160
Total............................................................................................................................160
-...................................................................................................................................160
100%...........................................................................................................................160
3.4.Adaosul comercial pe fiecare grup de mrfuri (AC).............................................160
Nr................................................................................................................................160
Crt...............................................................................................................................160
Grupa de mrfuri.........................................................................................................160
Adaosul comercial.......................................................................................................160
1..................................................................................................................................161
Confecii dam............................................................................................................161
33%.............................................................................................................................161
2..................................................................................................................................161
Confecii brbai..........................................................................................................161
220

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35%.............................................................................................................................161
3..................................................................................................................................161
Confecii copii..............................................................................................................161
33%.............................................................................................................................161
4..................................................................................................................................161
nclminte dam......................................................................................................161
28%.............................................................................................................................161
5..................................................................................................................................161
ncalminte brbai....................................................................................................161
28%.............................................................................................................................161
6..................................................................................................................................161
nclminte copii........................................................................................................161
28%.............................................................................................................................161
7..................................................................................................................................161
Lenjerie intim dam...................................................................................................161
27%.............................................................................................................................161
8..................................................................................................................................161
Lenjerie intim brbai................................................................................................161
29%.............................................................................................................................161
9..................................................................................................................................161
Lenjerie intim copii....................................................................................................161
27%.............................................................................................................................161
10................................................................................................................................161
Accesorii......................................................................................................................161
33%.............................................................................................................................161
11................................................................................................................................161
Articole cas................................................................................................................161
30%.............................................................................................................................161
12................................................................................................................................161
Articole baie................................................................................................................161
30%.............................................................................................................................161
13................................................................................................................................161
221

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Articole sport...............................................................................................................161
30%.............................................................................................................................161
3.5.Valoarea ncasrilor pe fiecare grup de mrfuri..................................................161
Vgr = PGr R.............................................................................................................161
Nr................................................................................................................................161
Crt...............................................................................................................................161
Grupa de mrfuri.........................................................................................................161
Ponderea.....................................................................................................................161
ncasrilor....................................................................................................................161
Valoarea ncasrilor (Ron)...........................................................................................161
1..................................................................................................................................161
Confecii dam............................................................................................................161
6,60%..........................................................................................................................161
2.376.000,00...............................................................................................................161
2..................................................................................................................................161
Confecii brbai..........................................................................................................161
7,00%..........................................................................................................................161
2.520.000,00...............................................................................................................161
3..................................................................................................................................161
Confecii copii..............................................................................................................161
8,90%..........................................................................................................................161
3.204.000,00...............................................................................................................161
4..................................................................................................................................161
nclminte dam......................................................................................................161
5,00%..........................................................................................................................161
1.800.000,00...............................................................................................................161
5..................................................................................................................................161
ncalminte brbai....................................................................................................161
7,00%..........................................................................................................................161
2.520.000,00...............................................................................................................161
6..................................................................................................................................161
nclminte copii........................................................................................................161
222

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7,70%..........................................................................................................................161
2.772.000,00...............................................................................................................161
7..................................................................................................................................161
Lenjerie intim dam...................................................................................................161
4,80%..........................................................................................................................161
1.728.000,00...............................................................................................................161
8..................................................................................................................................161
Lenjerie intim brbai................................................................................................161
5,50%..........................................................................................................................161
1.980.000,00...............................................................................................................161
9..................................................................................................................................161
Lenjerie intim copii....................................................................................................161
6,00%..........................................................................................................................161
2.160.000,00...............................................................................................................161
10................................................................................................................................161
Accesorii......................................................................................................................161
4,00%..........................................................................................................................161
1.440.000,00...............................................................................................................161
11................................................................................................................................161
Articole cas................................................................................................................161
14,10%........................................................................................................................161
5.076.000,00...............................................................................................................161
12................................................................................................................................161
Articole baie................................................................................................................161
11,20%........................................................................................................................161
4.032.000,00...............................................................................................................161
13................................................................................................................................161
Articole sport...............................................................................................................161
12,20%........................................................................................................................161
4.392.000,00...............................................................................................................161
Total............................................................................................................................161
-...................................................................................................................................161
223

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100%...........................................................................................................................161
36.000.000,00.............................................................................................................161
3.6.Valoarea achiziiilor pe fiecare grup de mrfuri...................................................161
VAgr = Vgr/(1+AC).....................................................................................................161
Nr................................................................................................................................161
Crt...............................................................................................................................161
Grupa de mrfuri.........................................................................................................161
Adaosul comercial.......................................................................................................161
Valoarea achiziiilor (Ron)...........................................................................................161
1..................................................................................................................................162
Confecii dam............................................................................................................162
33%.............................................................................................................................162
1.786.466,17...............................................................................................................162
2..................................................................................................................................162
Confecii brbai..........................................................................................................162
35%.............................................................................................................................162
1.866.666,67...............................................................................................................162
3..................................................................................................................................162
Confecii copii..............................................................................................................162
33%.............................................................................................................................162
2.409.022.56...............................................................................................................162
4..................................................................................................................................162
nclminte dam......................................................................................................162
28%.............................................................................................................................162
1.406.250,00...............................................................................................................162
5..................................................................................................................................162
ncalminte brbai....................................................................................................162
28%.............................................................................................................................162
1.968.750,00...............................................................................................................162
6..................................................................................................................................162
nclminte copii........................................................................................................162
28%.............................................................................................................................162
224

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Huge Market
2.165.625,00...............................................................................................................162
7..................................................................................................................................162
Lenjerie intim dam...................................................................................................162
27%.............................................................................................................................162
1.360.629,92...............................................................................................................162
8..................................................................................................................................162
Lenjerie intim brbai................................................................................................162
29%.............................................................................................................................162
1.534.883,72...............................................................................................................162
9..................................................................................................................................162
Lenjerie intim copii....................................................................................................162
27%.............................................................................................................................162
1.700.787,40...............................................................................................................162
10................................................................................................................................162
Accesorii......................................................................................................................162
33%.............................................................................................................................162
1.082.706,77...............................................................................................................162
11................................................................................................................................162
Articole cas................................................................................................................162
30%.............................................................................................................................162
3.904.615,38...............................................................................................................162
12................................................................................................................................162
Articole baie................................................................................................................162
30%.............................................................................................................................162
3.101.538.46...............................................................................................................162
13................................................................................................................................162
Articole sport...............................................................................................................162
30%.............................................................................................................................162
3.378.461,54...............................................................................................................162
Total............................................................................................................................162
-...................................................................................................................................162
27.666.403.59.............................................................................................................162
225

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3.7.Marja comercial n expresie valoric pe fiecare grup de mrfuri.......................162
MCgr = Vgr - VAgr......................................................................................................162
Nr................................................................................................................................162
Crt...............................................................................................................................162
Grupa de mrfuri.........................................................................................................162
Valoarea ncasrilor (Ron)...........................................................................................162
Valoarea achiziiilor (Ron)...........................................................................................162
Marja comercial total...............................................................................................162
1..................................................................................................................................162
Confecii dam............................................................................................................162
2.376.000,00...............................................................................................................162
1.786.466,17...............................................................................................................162
589.533,83..................................................................................................................162
2..................................................................................................................................162
Confecii brbai..........................................................................................................162
2.520.000,00...............................................................................................................162
1.866.666,67...............................................................................................................162
653.333,33..................................................................................................................162
3..................................................................................................................................162
Confecii copii..............................................................................................................162
3.204.000,00...............................................................................................................162
2.409.022.56...............................................................................................................162
794.977,44..................................................................................................................162
4..................................................................................................................................162
nclminte dam......................................................................................................162
1.800.000,00...............................................................................................................162
1.406.250,00...............................................................................................................162
393.750,00..................................................................................................................162
5..................................................................................................................................162
ncalminte brbai....................................................................................................162
2.520.000,00...............................................................................................................162
1.968.750,00...............................................................................................................162
226

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Huge Market
551.250,00..................................................................................................................162
6..................................................................................................................................162
nclminte copii........................................................................................................162
2.772.000,00...............................................................................................................162
2.165.625,00...............................................................................................................162
606.375,00..................................................................................................................162
7..................................................................................................................................162
Lenjerie intim dam...................................................................................................162
1.728.000,00...............................................................................................................162
1.360.629,92...............................................................................................................162
367.370,08..................................................................................................................162
8..................................................................................................................................162
Lenjerie intim brbai................................................................................................162
1.980.000,00...............................................................................................................162
1.534.883,72...............................................................................................................162
445.116,28..................................................................................................................162
9..................................................................................................................................162
Lenjerie intim copii....................................................................................................162
2.160.000,00...............................................................................................................162
1.700.787,40...............................................................................................................162
459.212,60..................................................................................................................162
10................................................................................................................................162
Accesorii......................................................................................................................162
1.440.000,00...............................................................................................................162
1.082.706,77...............................................................................................................162
357.293,23..................................................................................................................162
11................................................................................................................................162
Articole cas................................................................................................................162
5.076.000,00...............................................................................................................162
3.904.615,38...............................................................................................................162
1.171.384,62...............................................................................................................162
12................................................................................................................................162
227

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Articole baie................................................................................................................162
4.032.000,00...............................................................................................................162
3.101.538.46...............................................................................................................162
930.461,54..................................................................................................................162
13................................................................................................................................162
Articole sport...............................................................................................................162
4.392.000,00...............................................................................................................162
3.378.461,54...............................................................................................................162
1.013.538,46...............................................................................................................162
Total............................................................................................................................162
-...................................................................................................................................162
36.000.000,00.............................................................................................................162
27.666.403.59.............................................................................................................162
8.333.596,41...............................................................................................................162
3.8.Ponderea fiecrei grupe de mrfuri din marja comercial total..........................162
MCgr% = MCgr 100 / MCt..........................................................................................162
Nr................................................................................................................................163
Crt...............................................................................................................................163
Grupa de mrfuri.........................................................................................................163
Marja comercial total...............................................................................................163
Ponderea din marja comercial...................................................................................163
1..................................................................................................................................163
Confecii dam............................................................................................................163
589.533,83..................................................................................................................163
7,07%..........................................................................................................................163
2..................................................................................................................................163
Confecii brbai..........................................................................................................163
653.333,33..................................................................................................................163
7,84%..........................................................................................................................163
3..................................................................................................................................163
Confecii copii..............................................................................................................163
794.977,44..................................................................................................................163
228

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9,54%..........................................................................................................................163
4..................................................................................................................................163
nclminte dam......................................................................................................163
393.750,00..................................................................................................................163
4,72%..........................................................................................................................163
5..................................................................................................................................163
ncalminte brbai....................................................................................................163
551.250,00..................................................................................................................163
6,61%..........................................................................................................................163
6..................................................................................................................................163
nclminte copii........................................................................................................163
606.375,00..................................................................................................................163
7,28%..........................................................................................................................163
7..................................................................................................................................163
Lenjerie intim dam...................................................................................................163
367.370,08..................................................................................................................163
4,41%..........................................................................................................................163
8..................................................................................................................................163
Lenjerie intim brbai................................................................................................163
445.116,28..................................................................................................................163
5,34%..........................................................................................................................163
9..................................................................................................................................163
Lenjerie intim copii....................................................................................................163
459.212,60..................................................................................................................163
5,51%..........................................................................................................................163
10................................................................................................................................163
Accesorii......................................................................................................................163
357.293,23..................................................................................................................163
4,29%..........................................................................................................................163
11................................................................................................................................163
Articole cas................................................................................................................163
1.171.384,62...............................................................................................................163
229

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Huge Market
14,06%........................................................................................................................163
12................................................................................................................................163
Articole baie................................................................................................................163
930.461,54..................................................................................................................163
11,17%........................................................................................................................163
13................................................................................................................................163
Articole sport...............................................................................................................163
1.013.538,46...............................................................................................................163
12,16%........................................................................................................................163
Total............................................................................................................................163
-...................................................................................................................................163
8.333.596,41...............................................................................................................163
100%...........................................................................................................................163
4.Calculul linearului.....................................................................................................163
4.1.Calculul linearului la sol.....................................................................................163
1.Gondol de tip A (cu 6 rafturi) cu capete de 0,50 m:............................................163
L = 6,50 m...............................................................................................................163
l = 1 m.....................................................................................................................163
Ls(A) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m ................163
2.Gondol de tip A1(cu 4 rafturi) cu capete de 0,50 m:...........................................163
L = 6,50 m...............................................................................................................163
l = 1 m.....................................................................................................................163
Ls(A1) = 2 L + 2 l + 4 C = 2 6,50 m + 2 1 m + 4 0,50 m = 17 m...............163
3.Gondol de tip B (cu 6 rafturi) cu capete de 0,50 m:............................................163
L = 5 m....................................................................................................................163
l = 1 m.....................................................................................................................163
Ls(B) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m......................163
4.Gondol de tip B1 (cu 4 rafturi) cu capete de 0,50 m:..........................................163
L = 5 m....................................................................................................................163
l = 1 m.....................................................................................................................164
Ls(A) = 2 L + 2 l + 4 C = 2 5 m + 2 1 m + 4 0,50 m = 14 m......................164
5.Gondol de tip C (cu 2 rafturi) cu capete de 0,50 m:............................................164
230

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L = 5,50 m...............................................................................................................164
l = 1 m.....................................................................................................................164
Ls(C) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m = 15 m.................164
6.Gondol de tip C1 (cu 4 rafturi) cu capete de 0,50 m:..........................................164
L = 5,50 m...............................................................................................................164
l = 1 m.....................................................................................................................164
Ls(C1) = 2 L + 2 l + 4 C = 2 5,50 m + 2 1 m + 4 0,50 m = 15 m...............164
7.Gondol de perete tip D (10 rafturi), fr capete:.................................................164
L = 4,50 m...............................................................................................................164
l = 0,50 m................................................................................................................164
Ls(D) = L + 2 l = 4,50 m + 2 0,50 m = 5,50 m....................................................164
8.Gondol de perete tip D1 (3 rafturi), fr capete:.................................................164
L = 4,50 m...............................................................................................................164
l = 0,50 m................................................................................................................164
Ls(D1) = L + 2 l = 4,50 m + 2 0,50 m = 5,50 m..................................................164
9.Gondol circular (tip E):.......................................................................................164
R = 0,50 m...............................................................................................................164
Ls(E) = 2R = 2 3,14 0,50 = 3,14 m....................................................................164
10.Gondol ptrat - co (tip F):..............................................................................164
L = 2 m....................................................................................................................164
Ls(F) = 4 L = 4 2 m = 8 m...................................................................................164
4.2.Calculul linearului dezvoltat...............................................................................164
Ld = Ls nr Ni........................................................................................................164
Ld linearul dezvoltat alocat unei grupe de mrfuri................................................164
nr numrul de rafturi de pe gondol......................................................................164
Ni numrul de gondole de tipul respectiv..............................................................164
1.Gondol tip A: Ld(A) = 17 m 6 2 = 204 m.........................................................164
2.Gondol tip A1: Ld(A1) = 17 m 4 4 = 272 m.....................................................165
3.Gondol tip B: Ld(B) = 14 m 6 2 = 168 m.........................................................165
4.Gondol tip B1: Ld(B1) = 14 m 4 4 = 224 m.....................................................165
5.Gondol tip C: Ld(C) = 15 m 2 1 = 30 m...........................................................165
6.Gondol tip C1: Ld(C1) = 15 m 4 5 = 300 m.....................................................165
231

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7.Gondol tip D: Ld(D) = 5,50 m 10 1 = 55 m.....................................................165
8.Gondol tip D1: Ld(D1) = 5,50 m 3 1 = 16,50 m..............................................165
9.Gondol tip E: Ld(E) = 3,14 m 1 5 = 15,70 m...................................................165
10.Gondol tip F: Ld(F) = 8 m 1 3 = 24 m...........................................................165
4.3.Linearul dezvoltat alocat fiecrei grupe de mrfuri............................................165
LGr = MGr% Ldt.....................................................................................................165
.................................................................................................................................165
Nr................................................................................................................................165
Crt...............................................................................................................................165
Grupa de mrfuri.........................................................................................................165
Ponderea din marja comercial...................................................................................165
Linearul dezvoltat alocat grupei de mrfuri (m)..........................................................165
1..................................................................................................................................165
Confecii dam............................................................................................................165
7,07%..........................................................................................................................165
91,77...........................................................................................................................165
2..................................................................................................................................165
Confecii brbai..........................................................................................................165
7,84%..........................................................................................................................165
101,70.........................................................................................................................165
3..................................................................................................................................165
Confecii copii..............................................................................................................165
9,54%..........................................................................................................................165
123,75.........................................................................................................................165
4..................................................................................................................................165
nclminte dam......................................................................................................165
4,72%..........................................................................................................................165
61,29...........................................................................................................................165
5..................................................................................................................................165
ncalminte brbai....................................................................................................165
6,61%..........................................................................................................................165
85,81...........................................................................................................................165
232

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6..................................................................................................................................165
nclminte copii........................................................................................................165
7,28%..........................................................................................................................165
94,39...........................................................................................................................165
7..................................................................................................................................165
Lenjerie intim dam...................................................................................................165
4,41%..........................................................................................................................165
57,18...........................................................................................................................165
8..................................................................................................................................165
Lenjerie intim brbai................................................................................................165
5,34%..........................................................................................................................165
69,29...........................................................................................................................165
9..................................................................................................................................165
Lenjerie intim copii....................................................................................................165
5,51%..........................................................................................................................165
71,48...........................................................................................................................165
10................................................................................................................................165
Accesorii......................................................................................................................165
4,29%..........................................................................................................................165
55,62...........................................................................................................................165
11................................................................................................................................165
Articole cas................................................................................................................165
14,06%........................................................................................................................165
182,34.........................................................................................................................165
12................................................................................................................................165
Articole baie................................................................................................................165
11,17%........................................................................................................................165
144,83.........................................................................................................................165
13................................................................................................................................165
Articole sport...............................................................................................................165
12,16%........................................................................................................................165
157,77.........................................................................................................................165
233

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Total............................................................................................................................165
-...................................................................................................................................165
100%...........................................................................................................................165
1.297,20......................................................................................................................165
5.Tehnici de promovare..............................................................................................165
Reducere temporar de pre.......................................................................................165
Reducere de 10% la pantalonii Jeans pentru brbai...................................................165
Pam = 100 Ron, Pam preul de vnzare cu amnuntul al produsului.......................165
Pam(-10%) = 90 Ron...................................................................................................166
AC = 35%....................................................................................................................166
Q1 = 30 buc, Q1 cantitatea vndut fr reducere..................................................166
Q2 = 60 buc, Q2 cantitatea vndut cu reducere....................................................166
....................................................................................................................................166
....................................................................................................................................166
, PL preul de achiziionare al produsului..................................................................166
....................................................................................................................................166
....................................................................................................................................166
Pb1 = Q1 x MB1 = 30 buc x 21,79 Ron = 653,70 Ron...............................................166
Pb2 = Q2 x MB2 = 60 buc x 13,39 Ron = 803,40 Ron................................................166
Pachetul bonus............................................................................................................166
La 2 prosoape de baie (20 lei bucata) se d un prosop de buctrie bonus (3 lei
bucata)........................................................................................................................166
Pam = 40 Ron.............................................................................................................166
AC = 30%....................................................................................................................166
Q1 = 50 buc, Q1 cantitatea vndut fr prosopu de buctrie..............................166
Q2 = 100 buc, Q2 cantitatea vndut care s-ar vinde cu prosopu de buctrie......166
S-au acordat 100 buc de prosoape de buctrie: 100 buc x 3 = 300 lei.....................166
....................................................................................................................................166
....................................................................................................................................166
.................................................................................................