“Greetings, visitor of the blog “Marketer's Diary”. Today we will talk about one of the main tasks of a marketer of any company with a large and diverse assortment. This task is to analyze the product group.

In my work, it is often necessary to analyze a particular group of goods in order to identify its shortcomings and possible ways profit increase. Undoubtedly, all groups are different and it is necessary to analyze them from different angles, depending on the task. I personally developed a general algorithm for analyzing a product group, which I actually try to adhere to. In this article I will reveal the main points with a detailed description.

Algorithm for analyzing a product group

Sales dynamics is integral part analysis of any product group. The dynamics is analyzed according to several main indicators: revenue, quantity of goods sold, profit. Data for the dynamics are taken taking into account the data of past years (from 1 to 3, depending on the global nature of the task). Those. if it is necessary to analyze sales for the last quarter, then the data for the same quarter of the previous year are taken in aggregate. Firstly, this will allow you to see the current dynamics, and secondly, to identify an increase or decrease in comparison with the previous year.

Check analysis, also one of the necessary components of the analysis of a group of goods. I have already mentioned this analysis before, but here I will only add that a comparison with last year is also highly desirable.

ABC - analysis. Article about ABC analysis already published, you can read it by clicking on the link. I will only note that when analyzing a product group, it is more logical to carry out ABC analysis according to two parameters, but this depends on the task. I usually use a combination of revenue and number of units sold, but in very rare cases I combine quantity and profit. And I often deviate from the generally accepted standards of 80/15/5 to my own crushing of 50/35/15.

XYZ analysis assortment. An article has also been published on this type of analysis. Here I will only note that .xyz analysis ideally distributes the assortment into categories of demand predictability.

Share of missing positions- in the analysis of the product group, it is also a necessary item, since the goods, for various reasons, simply could not be in stock (buyer's mistake, large delivery lag, interruptions at the supplier) and, as a result, no sales. At the same time, it is worth considering not only how many and which positions were missing, but also which of them belong to category “A” of the previous analysis. I deal with such positions separately - why, who is to blame, how to avoid failures.

Assortment change. This takes into account new items added to the assortment, or items excluded from sale. For excluded items, it is highly desirable to view sales statistics in the previous period and understand the reason for the withdrawal from the assortment. This point can be easily clarified by talking with the category manager responsible for these positions.

Representation of positions in various price segments and, accordingly, the share of sales in these segments. Here, as a rule, I analyze the breakdown of the assortment by brand (if the brand in this group of goods has some meaning, for example, power tools). I usually cross these two parameters in one table (header - price segment; column - brand) - this is both clear and understandable in what steppe the failures.

Price and assortment analysis of competitors. I choose 3-5 main competitors and analyze the corresponding product group, by price and representation in the competitor's assortment. It is so established that we want to sell better than competitors, and who does not want more money, and as a result, prices should preferably be lower and the assortment should be appropriate, although here it depends on the positioning of the company. Here we also take into account the deviation from the average and minimum prices of competitors.

The last point in the analysis of the product group is the identification of customer preferences. Since the sales data third party companies- this is a toolkit that is difficult to access, you have to dig through the Internet in search of surveys of customer preferences and opinions on forums. You can also conduct a survey of buyers, but this is with a strong need. Yes, not just, but how else. But this is one of the most interesting moments in the duties of a marketer.

Features of the analysis of the product group

Speaking about the analysis of a product group, it is worth mentioning a number of features that, one way or another, affect the state of the group and the general understanding of its development:

• Display of the product group in the hall of the retail point of sale;
• The work of sales consultants in the sale of this product group;
• Awareness of customers about the presence of this product group in the assortment of the company;

Despite the fact that these may be secondary points for the analysis of the product group as a whole, you need to know and understand this, perhaps these are the parameters that are fundamental for this group of products. For example, the sales of the group fell, and why, yes, because they were transferred to the lower shelf a month ago or the consultants forgot about them, but these are, of course, extremes.

Report on the analysis of the product group

In the end, when the product group has undergone a thorough analysis from all points of view, a single document of 7-10 pages is formed. Graphs, diagrams, tables, conclusions and suggestions are added - and that's it, for the judgment of the authorities. If the product group is characterized by a falling trend and its significance for the company is justified, an action plan is proposed for the "resuscitation" of the group, which is subsequently implemented. If the product group does not represent any value for the company, the option and possibility of withdrawing the group's positions from the assortment is calculated.

Colleague, in this article I tried to display as fully as possible how to analyze the product group. If you have any questions, I will be happy to answer them in the comments, so write. That's all.

The term " analysis”has its origin from the Greek language, where the word “analysis” means dismemberment, fragmentation of an object or phenomenon into separate elements in order to study this object or phenomenon in detail. The opposite is the concept synthesis" (it comes from the Greek word "synthesis"). Synthesis is a combination of individual components of an object or phenomenon into a single whole. Analysis and synthesis are two interrelated aspects of the process of studying any objects and phenomena.

Economic Sciences, including economic analysis, belong to the totality of the humanities, and the object of their research is economic processes and phenomena.

Economic analysis is included in a group of interrelated specific economic disciplines, which, in addition to it, includes control, audit, micro-and, and other sciences. They study the economic activity of organizations, but each from a certain point of view, characteristic only for it. Therefore, each of these sciences has its own, independent subject.

Economic analysis and its role in the management of the organization

Economic analysis(otherwise - ) plays important role in raising economic efficiency activities of organizations, in strengthening their financial condition. It is an economic science that studies economics of organizations, their activities in terms of assessing their work on the implementation of business plans, assessing their property and financial condition and in order to identify untapped reserves to improve the efficiency of organizations.

The subject of economic analysis is the property and financial condition and the current economic activity of organizations, studied in terms of its compliance with the tasks of business plans and in order to identify unused reserves to improve the efficiency of the organization.

Economic analysis is subdivided on interior And external depending on the subjects of the analysis, that is, on the bodies that carry it out. The most complete and comprehensive is the internal analysis carried out by the functional departments and services of the organization. The external analysis carried out by debtors and creditors and others, as a rule, is limited to establishing the degree of stability of the financial condition of the analyzed organization, its liquidity, both at reporting dates and in the future.

Objects of economic analysis are the property and financial position of the organization, its production, supply and marketing, financial activities, the work of individual structural divisions of the organization (shops, production sites, teams).

Economic analysis as a science, as a branch of economic knowledge, and finally, as academic discipline closely interconnected with other specific economic sciences.

Economic analysis is a complex science that uses, along with its own, also the apparatus inherent in a number of other economic sciences. Economic analysis, like other economic sciences, studies the economics of individual objects, but from an angle peculiar only to it. It gives an assessment of the state of the economy of a given object, as well as its current economic activity.

Principles of economic analysis:

• Scientific. Analysis must comply with the requirements of economic laws, use the achievements of science and technology.
• Systems approach. Economic analysis must be carried out taking into account all the laws of the developing system, that is, to study the phenomena in their interconnection and interdependence.
• Complexity. In the study, it is necessary to take into account the impact on the economic activity of the enterprise of many factors.
• Research in dynamics. In the process of analysis, all phenomena should be considered in their development, which allows not only to understand them, but also to find out the causes of changes.
• Highlighting the main goal. An important point in the analysis is the formulation of the research problem and the identification of the most important reasons that hinder production or hinder the achievement of the goal.
• Concreteness and practical usefulness. The results of the analysis must necessarily have a numerical expression, and the reasons for the change in indicators must be specific, indicating the places of their occurrence and ways to eliminate them.

Method of economic analysis

The word "method" came into our language from the Greek language. In translation, it means "the path to something." Therefore, the method is, as it were, a way to achieve the goal. In relation to any science, a method is a way of studying the subject of this science. The methods of any sciences basically have a dialectical approach to the study of the objects and phenomena they consider. Economic analysis is no exception here.

The dialectical approach means that all processes and phenomena taking place in nature and society should be considered in their constant development, interconnection and interdependence. So economic analysis studies the indicators characterizing the activities of any organizations, comparing them over several reporting periods (in dynamics), as well as in their change. Further. Economic analysis considers various aspects of the organization's activities in unity and interconnection, as elements of a single process. So, for example, the volume of sales of products depends on its output, and the fulfillment of the planned target for profit depends mainly on

The method of economic analysis is determined by its subject and the challenges ahead.

Methods and techniques, used in , are subdivided into traditional, statistical And . They are discussed in detail in the relevant sections of the site.

In order to practically implement the use of the method of economic analysis, certain techniques have been developed. They are a set of methods and techniques used to optimally solve analytical problems.

The techniques used in economic analysis at individual stages of analytical work involve the use of various techniques and methods.

The key point of the method of economic analysis is the calculation of the influence of individual factors on economic indicators. The relationship of economic phenomena is a joint change in two or more of these phenomena. There are various forms of interconnections between economic phenomena. The most significant among them is the causal relationship. Its essence lies in the fact that a change in one economic phenomenon is caused by a change in another economic phenomenon. Such a relationship is called deterministic, otherwise - a causal relationship. If two economic phenomena are connected by such a relationship, then the economic phenomenon, the change of which causes a change in the other, is called the cause, and the phenomenon that changes under the influence of the first is called the effect.

In economic analysis, those signs that characterize the cause are called factorial, independent. The same signs that characterize the consequence are usually called resultant, dependent.

So, in this paragraph, we examined the concept of the method of economic analysis, as well as the most important methods (methods, techniques) used in the analysis of the organization's activities. We will consider these methods and the order of their use in more detail in special sections of the site.

Tasks, sequence of conducting and procedure for processing the results of economic analysis

The most complete and deep is the internal (intraeconomic) analysis, carried out, as a rule, by the functional departments and services of a given organization. Therefore, internal analysis faces much more numerous tasks than external analysis.

The main tasks of the internal analysis of the organization's activities should be considered:

1. verification of the validity of the tasks of business plans and various standards;
2. determination of the degree of fulfillment of tasks of business plans and compliance with established standards;
3. calculation of the influence of individual on the magnitude of the deviation of the actual values ​​of economic indicators from the base
4. finding on-farm reserves to further improve the efficiency of the organization and ways of mobilization, that is, the use of these reserves;

Of the listed tasks of internal economic analysis, the main task is to identify reserves in a given organization.

Before external analysis, in essence, there is only one task - to assess the degree both at a certain reporting date and in the future.

The results of the analysis carried out are the basis for the development and implementation of optimal ones that improve the efficiency of organizations.

In the process of conducting economic analysis, methods of induction and deduction.

Induction method(from particular to general) suggests that the study of economic phenomena begins with individual facts, situations and proceeds to the study of the economic process as a whole. Method same deduction(from general to particular) is characterized, on the contrary, by the transition from general indicators to particular ones, in particular, to the analysis of the influence of individual ones on generalizing ones.

The most important in conducting economic analysis is, of course, the deduction method, since the sequence of analysis usually involves the transition from the whole to its constituent elements, from synthetic, generalizing indicators of the organization's activities to analytical, factor indicators.

When an economic analysis is carried out, all aspects of the organization's activities, all the processes that make up the production and commercial cycle of the organization, are examined in their interconnection, interdependence and interdependence. Such a study is the key moment of the analysis. It bears the name.

After the end of the analysis, its results should be formalized in a certain way. For these purposes, explanatory notes to annual reports, as well as certificates or conclusions based on the results of the analysis are used.

Explanatory notes intended for external users of analytical information. Consider what should be the content of these notes.

They should reflect the level of development of the organization, the conditions in which its activities take place, it should be characterized, on it, data on product sales markets, etc. Information should also be provided on the stage at which each type of product is on the market. (These include stages of introduction, growth and development, maturity, saturation and decline). In addition, it is necessary to provide information about the competitors of this organization.

Then, data on the main economic indicators should be presented for several periods.

Those factors that influenced the organization's activities and its results should be indicated. one should also cite those measures that are planned to eliminate shortcomings in the organization's activities, as well as to increase the efficiency of this activity.

References, as well as conclusions based on the results of the economic analysis, may have more detailed content compared to explanatory notes. As a rule, references and conclusions do not contain generalized characteristics of the organization and the conditions for its functioning. The main emphasis here is on describing reserves and how to use them.

The results of the study can also be presented in non-textual form. In this case, the analytical documents contain only a set of analytical tables and there is no text characterizing the economic activity of the organization. This form of registration of the results of the conducted economic analysis is now being used more and more widely.

In addition to the considered forms of processing the results of the analysis, the introduction of the most important of them into certain sections will also be applied. economic passport of the organization.

These are the main forms of generalization and presentation of the results of the economic analysis. It should be borne in mind that the presentation of the material in explanatory notes, as well as in other analytical documents, should be clear, simple and concise, and should also be linked to analytical tables.

Types of economic analysis and their role in the management of the organization

Financial and managerial economic analysis

Economic analysis can be subdivided into different kinds according to certain characteristics.

First of all, economic analysis is usually divided into two main types - the financial analysis And managerial analysis- depending on the content of the analysis, the functions it performs and the tasks facing it.

The financial analysis, in turn can be subdivided into external and internal. The first is carried out by statistical authorities, higher organizations, suppliers, buyers, shareholders, audit firms, etc. The main the task of external financial analysis is , its and. It is carried out at the organization itself by the forces of its accounting department, financial department, planning department, others functional services. Internal financial analysis solves a much wider range of tasks compared to the external one. Internal analysis studies the effectiveness of the use of equity and borrowed capital, explores, identifies reserves for the growth of the latter and strengthening the financial condition of the organization. Internal financial analysis, therefore, is aimed at developing and implementing optimal, conducive to improving financial indicators activities of this organization.

Management analysis, as opposed to financial is internal. It is carried out by the services and departments of this organization. He studies issues related to the organizational and technical level and other conditions of production, using certain types production resources ( , ), analyzes , its .

Types of economic analysis depending on the functions and tasks of the analysis

Depending on the content, functions and tasks of the analysis, the following types of analysis are also distinguished: socio-economic, economic-statistical, economic-environmental, marketing, investment, functional-cost (FSA), etc.

Socio-economic analysis examines the relationship and interdependence between social and economic phenomena.

Economic and statistical analysis used to study mass socio-economic phenomena. Economic-ecological analysis studies the relationship and interaction between the state of ecology and economic phenomena.

Marketing Analysis aims to study the markets for raw materials and materials, as well as sales markets finished products, ratios , for this product, the products of this organization, the level of prices for products, etc.

Investment analysis aimed at choosing the most effective options investment activities of organizations.

Functional cost analysis(FSA) is a method system research functions of any product, or any production and economic process, or a certain level of management. This method aims to minimize the cost of designing, mastering production, selling products, as well as industrial and domestic consumption of these products under the conditions of their high quality, maximum utility (including durability).

• financial and economic analysis;
• technical and economic analysis.

The first type of analysis studies the influence of economic factors on the implementation of business plans in terms of financial indicators.

A feasibility study examines the impact of engineering, technology and production organization factors on economic performance.

Depending on the completeness of coverage of the organization's activities, two types of analysis of economic activity can be distinguished: full (complex) and thematic (partial) analysis. The first type of analysis covers all aspects of the financial and economic activities of the organization. Thematic analysis studies the effectiveness of certain aspects of the organization's activities. Economic analysis can also be divided according to the objects of study. Microeconomic and macroeconomic analysis. Microeconomic analysis studies the activities of individual economic units. It can be divided into three main types: intrashop, shop and factory analysis.

Macroeconomic it can be sectoral, that is, study the functioning of a particular sector of the economy or industry, territorial, which analyzes the economy of individual regions, and, finally, intersectoral, which studies the functioning of the economy as a whole.

a separate sign classification of types of economic analysis is a division of the latter by subjects of analysis. They are understood as those bodies and persons who carry out the analysis.

1. Directly interested in the activities of the organization. This group may include the owners of the organization's funds, tax authorities, banks, suppliers, buyers, management of the organization, individual functional services of the organization being analyzed.
2. Subjects of analysis indirectly interested in the activities of the organization. These include legal organizations, audit firms, consulting firms, trade union bodies, etc.

Economic analysis depending on the timing

Depending on the time of the analysis (in other words, on the frequency of its implementation), there are: preliminary, operational, final and prospective analysis.

preliminary analysis allows you to assess the state of this object when developing a business plan. For example, the production capacity of the organization is assessed, whether it is able to provide the planned volume of production.

Operational(otherwise current) analysis is carried out on a daily basis, directly in the course of the current activities of the organization.

final(subsequent, or retrospective) analysis examines the effectiveness of the economic activities of organizations for the past period.

Perspective analysis is used to determine expected results in the coming period.

Forward-looking analysis is critical to ensure the success of the organization in the future. This type of analysis examines possible options development of the organization and outlines ways to achieve optimal results.

Types of economic analysis depending on the research methodology

Depending on the methodology used to study objects in the economic literature, it is customary to subdivide the analysis of economic activity into the following types: quantitative, qualitative, express analysis, fundamental, marginal, economic and mathematical.

Quantitative(otherwise) analysis is based on quantitative comparisons, measurement, comparison of indicators and the study of the influence of individual factors on economic indicators.

Qualitative Analysis uses qualitative comparative assessments, characteristics, and expert opinions analyzed economic phenomena.

Express analysis- this is a way to assess the economic and financial condition of the organization on the basis of certain signs that express certain economic phenomena. Fundamental analysis is based on a comprehensive, detailed study of economic phenomena, as a rule, on the basis of the use of economic-statistical and economic-mathematical research methods.

Margin analysis explores ways to optimize the amount of profit received as a result of sales of products, works, services. Economic and mathematical analysis is based on the use of a complex mathematical apparatus, with the help of which the optimal solution for any economic and mathematical model is established.

Dynamic and static economic analysis

According to its nature, economic analysis can be divided into two following: dynamic and static. The first type of analysis is based on the study of economic indicators taken in their dynamics, that is, in the process of their change, development over time, for several reporting periods. In the process of dynamic analysis, indicators of absolute growth, growth rate, growth rate, absolute value of one percent growth are determined and analyzed, and dynamic series are constructed and analyzed. Static analysis assumes that the studied economic indicators are static, that is, unchanged.

According to the spatial basis, economic analysis can be divided into the following two types: internal (on-farm) and inter-farm (comparative). The first one studies the activities of this organization and its structural divisions. In the second type, the economic indicators of two or more organizations are compared (the analyzed organization with others).

According to the methods of studying the object of analysis, it is divided into the following types: complex, system analysis, continuous analysis, selective analysis, correlation analysis, regression analysis, etc. The most important is a comprehensive final analysis of the activities of organizations, comprehensively studying their work for the reporting period; the results of this analysis are used for both short-term and long-term forecasting.

Operational economic analysis

Operational economic analysis applied at all levels of government. The share of operational analysis in making optimal management decisions increases as you approach individual organizations and them structural divisions.

The most important feature of operational analysis is that it is as close as possible in time to the implementation of individual phases of the production and commercial cycle of a given organization. operational analysis promptly establishes the causes of existing shortcomings and their perpetrators, reveals reserves and promotes their timely use.

Final economic analysis

plays a very important role in the development of optimal final, subsequent analysis. The most important source of information for such an analysis is the reporting of the organization.

Final analysis gives a refined assessment of the organization's activities and its results for certain period, ensures the identification of reasonable values ​​of reserves to increase the efficiency of the organization, seeks ways to mobilize, that is, the use of these reserves. The results of the final analysis carried out by the organization itself are reflected in the explanatory note to the annual report.

The final analysis is the most full view analysis of economic activity of the organization.

Economic analysis (analysis of economic activity) - the most common research method in economic theory , is scientific base making management decisions in business, because in order to justify them, it is necessary to identify production and financial risks, predict the impact of decisions on the final results enterprise activities.

Any qualified economist (accountant, financier, auditor, etc.) must be able to modern methods economic research to conduct a comprehensive economic analysis.

Depending on what type of reporting serves as a source of economic analysis, financial and managerial analysis of the enterprise's activities are distinguished.

The financial analysis is carried out according to the financial (accounting) statements and accounting registers, on the basis of which the statements are prepared. Management analysis conducted on the basis of both accounting and financial reporting and management accounting and reporting.

Note that financial analysis is a mandatory element as financial management at the enterprise, and its economic relations with partners, the financial and credit system.

For financial and management analysis enterprises use certain methods and tools. Basic methods of financial and managerial analysis :

• horizontal analysis - comparison of each reporting position with the previous period;
• vertical analysis - determining the structure of the final indicators, identifying the impact of each reporting position on the result as a whole;
• trend analysis - comparing each reporting position with a number of previous periods and determining the trend - the main trend in the dynamics of the indicator. With the help of a trend, possible values ​​of indicators are formed in the future, that is, they carry out a prospective predictive analysis;
• coefficient analysis - the ratio of individual indicators of financial (managerial) reporting;
• factor analysis- analysis of the influence of individual factors on the performance indicator using deterministic or stochastic methods of research.

The essence of horizontal analysis. Application examples

Horizontal Analysis involves the study of the absolute indicators of the organization's reporting items for a certain period, the calculation of the rate of their change and assessment. To do this, analytical tables are built, in which the absolute reporting indicators are supplemented by relative indicators, i.e. changes in absolute indicators are calculated in the amount and in percentage. Application examples horizontal analysis are presented in Table 1 and 2.

Table 1 shows that the plan for the production of goods A was overfulfilled by 8%, and for product B it was underfulfilled by 15%. In general, the plan for the production of goods A and B was fulfilled by 98%, that is, underfulfilled by 2%.

Table 2 shows that the plan for increasing the output of goods for the first two measures has not been fulfilled, the identified reserve is 60 products. The plan for increasing the output of goods for the third measure was overfulfilled by 45 products - work on new technology is more efficient.

The essence of vertical analysis. Application example

Purpose vertical analysis lies in the ability to analyze the whole through its individual elements, that is, to determine the structure ( specific gravity) - the relative share of the constituent element in the total amount. The technology of vertical analysis is that the total amount is taken as one hundred percent, and each element (term) of this amount is represented as a percentage of the accepted base value. An example of the application of vertical analysis is presented in Table 3.

From table 3 it can be seen that the smallest share in the sales volume is product C, the share of which is 24.2%. largest share has commodity B with a specific gravity of 45.5%.

Since horizontal and vertical analysis complement each other, in practice, analytical tables are often built that characterize both the structure of the reporting form and the dynamics of its individual indicators.

Horizontal and vertical analysis is widely used for primary analysis of financial, financial statements enterprises, as well as in inter-farm comparisons.

The long-term development of any enterprise depends on the ability of management to identify emerging problems in a timely manner and competently neutralize them. To achieve this goal, financial analytics is used, the purpose of which is to identify all the problematic elements in the company's management tools.

What is the financial analysis of the enterprise

Financial analysis means complex use certain procedures and methods for an objective assessment of the state of the enterprise and its economic activity. The basis for the assessment is quantitative and qualitative accounting information. It is after its analysis that concrete decisions are made. managerial nature.

Financial analysis is focused on studying the economic, technical and organizational level of the enterprise, as well as the departments related to it. The goals of financial analysis include the assessment of the financial and industrial economic activity of the company, including the diagnosis of bankruptcy.

Financial Analysis Priorities

The financial and economic analysis of the state of the enterprise sets specific tasks, the fulfillment of which determines the accuracy of the analytics result. It's about about the opening of reserves and production opportunities that were not used, about assessing the quality, establishing the impact of specific activities on the overall results of management and identifying the factors that caused deviations from the standards. In the process of analysis, a forecast of the expected results of the enterprise's activities and the preparation of information necessary for making a management decision are also carried out.

It can be argued that the financial analysis of an enterprise plays the role of financial management both in the company itself and in the process of cooperation with partners, tax authorities, financial and credit system. This takes into account business activity, financial stability, profitability and profitability. The analysis itself can also be defined as a tool for managing, planning, as well as monitoring the company's activities and its diagnostics.

At the same time, it should be noted that the analysis of specific aspects of the enterprise's activity is based on the analysis of the system of indicators, moreover, in a dynamic state. This is explained by the fact that the financial and production and economic activities of the company, as well as its divisions, have interrelated indicators. For this reason, changes in specific indicators can affect the final financial technical and economic indicators of the enterprise.

Financial and economic analysis of the enterprise: goals

Speaking about this form of analysis of the company's activities, it is worth noting that it involves a combination of deduction and induction methods. In other words, during the study of single indicators, the analyst should also take into account the general ones.

Another important principle is that when analyzing an enterprise, all types of business processes are studied taking into account their interdependence, interdependence and interconnection. As for the analysis of factors and causes, in this case, the analytics is based on the understanding of the following principle: each factor and cause must receive an objective assessment. Therefore, both causes and factors are initially studied, after which their classification into groups follows: secondary, main, insignificant, essential, little determining and determining.

The next step is to study the influence on economic processes of the determining, basic and significant factors. On the other hand, little-determining and insignificant factors are studied only if necessary and only after the completion of the main part of the analysis. It is worth considering the fact that financial analysis does not always involve the study of all factors, since this is relevant only in some cases.

At the same time, if we talk about the exact goals of the financial analysis of the enterprise, it makes sense to define the following components of the assessment process:

• analysis of the ability to repay loans;
• tracking the state of the enterprise at the time of assessment;
• bankruptcy prevention;
• assessment of the value of the company in case of its merger or sale;
• tracking the dynamics of the financial condition;
• analysis of the enterprise's ability to finance investment projects;
• forecasting financial activities enterprises.

It should be noted that in the process of studying the financial condition of an enterprise, the help of a financial analyst can be used by those economic entities that are focused on obtaining extremely accurate and objective information about the activities of the enterprise.

These entities can be divided into two categories:

• External: creditors, auditors, government agencies, investors.
• Internal: shareholders, audit and liquidation commission, management and founders.

Another purpose for which financial analysis can be carried out, but not at the initiative of the enterprise, is to assess the investment potential and creditworthiness of the company. Such analytics, as a rule, is of interest to banks, for which it is important to ensure the solvency and profitability of the enterprise. This is logical, since any potential investor is interested in obtaining information regarding the liquidity of the company and the degree of risk regarding the loss of the deposit.

Features of internal and external analysis

Internal financial accounting and analysis is necessary in order to meet the needs of the enterprise itself. It can be focused both on identifying the degree of liquidity of the company, and on a thorough assessment of its results within the last reporting period. Such valuation methods are relevant when a financial analyst or firm's management intends to determine how realistic and relevant the allocation of funds for the expansion of production that was planned, and what effect additional costs can have on it.

With regard to external financial analysis, it is carried out by analysts who are not related to the enterprise. Access to inside information They also don't have a company.

If an internal analysis is carried out, then there will be no problems with attracting information of any category, including one that is not available. In the case of external analysis, some limitations of assessment methods are initially taken into account due to the lack of information in full.

Types of financial analysis

Analytics, with the help of which the state of the enterprise is assessed, can be divided into several key types according to the content of the management process:

• retrospective, or current analysis;
• perspective (preliminary, predictive);
• operational financial and economic analysis;
• analysis that takes into account the results of a particular period of time.

Each of the types is used depending on the key task.

Methods of financial analysis

The current methods of financial analytics include the following areas:

• Vertical analysis. This is one of the types of assessment of the financial statements of an enterprise, in which the share of balance sheet items and various types of liabilities and assets is analyzed. With this technique, the distribution of resources is shown in shares.

• Horizontal analysis. We are talking about the financial analytics of the company, in which a dynamic assessment of the balance sheet items is made. Both the nature and the direction of the trend are assessed.
• Ratio analysis. With this type, financial, economic and production indicators are calculated on the basis of financial statements. Such financial and accounting analysis also examines reports on losses, profits and other regulatory documentation. The calculation of the coefficients makes it possible to evaluate the effectiveness and efficiency various resources, activities and capital of the company including.
• Trend analysis. With such an assessment, each reporting position is compared with specific previous periods, as a result, the trend of the enterprise's movement is determined. With the help of the established trend, the possible values ​​of future indicators are formed. In other words, a prospective analysis is carried out.
• Factor analysis. In this case, an assessment of the impact of specific factors on the final results of the company's activities is used. Stochastic and deterministic methods are used for research.
• Comparative analysis. We are talking about on-farm analytics of the summary indicators of shops, divisions, subsidiaries, etc. An inter-farm financial analysis of the organization is also carried out in relation to the indicators of competing enterprises.

Ratio analysis as the main tool of financial analytics

As a key method of financial analysis, you can define the coefficient. This is explained by the fact that a quantitative assessment of the state of the company and the adoption of various managerial decisions aimed at changing specific indicators are made on the basis of financial and economic ratios. In this case, one can observe a direct relationship between those resources of the company that were taken into account and the efficiency of their operation, expressed through the values ​​of financial and economic ratios and data in the balance sheet items.

This method of financial analysis involves the evaluation of four relevant groups of economic indicators:

• Profitability (profitability) ratios. Such data serves to reflect the profitability of the company's capital when generating income through the use of assets of various types.
• Coefficients of financial reliability (stability). In this case, the level of own and borrowed capital of the company is demonstrated, and the capital structure of the company is also displayed.
• Solvency (liquidity) ratios. Reflect the ability and ability of the organization to timely short-term and long-term debt obligations.

• Turnover ratios (business activity). Using this information, you can determine the number of company assets for a particular reporting period and the intensity of their turnover, among other things.

The method of financial analysis, in which the coefficients of the enterprise are taken as the basis for calculations, is considered important because it makes it possible to identify crisis phenomena in the company in a timely manner and take relevant measures to stabilize the situation.

This type analysis is part of the strategic management of the organization.

Examples of financial analytics

In order to understand the essence of assessing the state of the organization, it is necessary to study the example of financial analysis. For example, for the entire period of the period under study, the margin was stable, but there was a certain decrease.

During the study period, an increase in the turnover rate of goods by 35 days was revealed. This indicates the presence of illiquid stocks and an increase in the number of stocks of goods. At the same time, the optimal value of turnover for hardware stores is 80-90 days.

As for accounts receivable, the enterprise does not have it - all retail of the company is made on the terms of payment upon delivery. Accounts receivable turns over within 4-7 days, which can be defined as a positive indicator.

At the same time, the operating cycle also increased by 35 days within the period covered by the analysis. It is obvious that it (the cycle) corresponds to an increase in the duration of the turnover. Due to the increase in the term of trade turnover, the term of the financial cycle has also increased.

An example of this kind defines the financial analysis of an enterprise as sufficient stable activity, at which overstocking of the warehouse is possible. To optimize the process as much as possible, it is necessary to revise the procurement policy in order to reduce the turnover period.

How to analyze bank activity

The financial analysis of the bank is focused on ensuring quality management through the development of key parameters of its activities. We are talking about such indicators as the profitability of operations, capital and payment turnover, the structure of assets and liabilities, the efficiency of the bank's divisions, the risks of the portfolio of financial resources and intra-bank pricing.

In order for the study of the state of the bank to be successful, certain conditions must be met: the information used for the analysis must be reliable, accurate, timely and complete. If the provided data does not correspond to reality, the applied methods of financial analysis will not be able to lead to objective conclusions. This means that the impact of some problems will be underestimated, which may worsen the situation.

The reliability of information is assessed in the process of inspection checks and during documentary supervision.

Methods for researching the state of the bank

Various aspects of the bank's activities are evaluated through the use of scientific and methodological tools. It is with their help that you can develop the optimal solution to specific problems of a managerial nature.

There are popular methods of bank financial analysis:

• Dynamic balance sheet equation. This technique involves accounting for profits and losses. Through such control, factorial financial assessment the state of the bank and the fact how profitable its activities are.
• Modified balance sheet management (liabilities are equal to assets). In this case, financial analysis involves quick assessment efficiency of bank liabilities management.
• Basic balance sheet management (assets are equal to the sum of equity and paid liabilities). The key principle of this valuation technique is the effective disposal and ownership of all bank assets.
• The capital balance equation (the bank's capital is equal to assets minus paid liabilities). This type of equation is relevant when it is necessary to obtain a final assessment of how effective the management of available capital was within the increment own capital. This methodology is also used to identify and exploit higher yield reserves.

Thus, we can conclude that the financial analysis of the enterprise, an example of which was given above, is a necessary measure for determining the state and profitability of the company. Without such analytics, the efficiency of the enterprise can be significantly reduced, and at the same time, rehabilitation measures may not be relevant if the assessment is not timely.

Analysis of the financial condition of the enterprise: