employee
Kemerovo, Russian Federation
One of the main tasks of marketing research is to identify the capacity of food market. Market capacity, concerning its quantitative characteristics, demonstrates the capabilities of food market volume of sales. It is a common practice to distinguish between two levels of market capacity: potential and actual. The actual capacity of a market is the first level. Potential level is determined by personal and social needs, and it reflects an adequate volume of sales of goods. The capacity, which is really establishing in a market may not correspond to its potential capacity. Market capacity may be calculated in cash and in kind. Knowing the capacity of a market and its trend changes, it is possible to assess the prospects for the development of the food market. Different methods are used for the market capacity calculation, each of which is most suitable in the given context, this paper presents a comparative analysis of the choice of a calculation method of the food market, food market potential capacity of Kemerovo region is justified. The capacity of its food market in the period from 2001 to 2013 is calculated. The calculations take into account the demographic situation in the region and rational consumption norms of foods, recommended by the Ministry of Health and Social Development, what meets the modern requirements of a healthy diet. Conclusions on the data are formulated.
Marketing research, real and potential market capacity, rational consumption norms (rates)
INTRODUCTION
Marketing is a hierarchically organized system of management activities in a market, regulation of mar-ket processes and market research. One of the basic requirements of marketing is to ensure the "transparen-cy" of a market and the "predictability" of its develop-ment. Without the collection of reliable information and its subsequent analysis marketing cannot fully perform its mission. To do this, you must conduct marketing research. All marketing research is carried out in two sections: evaluation of various marketing options for the given time and getting their predicted values. Collection of information, its interpretation, evaluation and forecast calculations are assumed to call a marketing research.
When conducting marketing research, you should pay attention to the principles which you should follow - regularity, consistency, comprehensiveness, cohe-rence and commitment, the multiplicity of information sources, versatility, and scientific character.
(1) Systematic character - studies should be carried out systematically, rather than a disposable in nature.
(2) System character - should cover the entire mar-ket and all the structural hierarchy of market processes: facts, their dynamics and interactions.
(3) Complexity – on the one hand, includes a set of actions or processes (collection, processing, analysis), on the other hand - an integrated approach to the study of objects (their relationships with other processes and objects).
(4) Coherence and commitment - the direction, magnitude, depth; the details of research should be organically linked to the goals and objectives of this market, entity reflect its real needs in specific analytical information.
(5) Plurality of sources of information – receipt of market information not from one but from several sources is advisable, allowing you to have a comprehensive "overlapping" each other's data and thereby to clarify and verify information, casting away questionable data.
(6) Versatility - research can be conducted on the basis of all the needs of obtaining any market information to make rational decisions.
(7) Scientific character - accuracy, objectivity, conditionality.
Non-objective, groundless investigations lead to wrong, distorted recommendations. Each of these prin-ciples is important in itself, but taken together they make such interaction possible and prepare such market research, which can become a reliable basis for making well-informed, thoughtful management decisions.
1. Romanov, A.N., Korlyugov, Yu.Yu., Krasil´nikov, S.A., et al., Marketing (Marketing), Moscow: Banki i birzhi. UN-ITY, 1996. 560 p.
2. Mel´nik, V.M., and Egorova, S.E., Marketingovyj analiz (Marketing analysis), Moscow; Rid Grupp, 2001. 384 p.
3. Matantsev, A.N., Analiz rynka: nastol´naya kniga marketologa (Market Analysis: Handbook of a marketologist), Moscow: Publ."Alfa-Press", 2009. 552 p.
4. Golubkov, E.P., Osnovy marketinga (Principles of Marketing), Moscow, Publ. "Finpress", 2008, 704 p.
5. Moiseenko, I.V., and Noskova, E.V., Podkhody k opredeleniyu ponyatiya emkosti rynka (Approaches to the definition of market capacity), Marketing v Rossii i za rubezhom (Marketing in Russia and Abroad), 2010, no. 4, pp. 10-17.
6. Prikaz Ministerstva zdravoohranenija i social´nogo razvitija RF ot 2 avgusta 2010 g. № 593n "Ob utverzhdenii reko-mendacij po racional´nym normam potreblenija pishhevyh produktov, otvechajushhim sovremennym trebovanijam zdorovogo pitanija" (Order of the Ministry of Health and Social Development of the Russian Federation dated August 2, 2010, no. 593n "On approval of recommendations on rational norms of food consumption, which meets the latest requirements of healthy diet", Rossiyskaya Gazeta, 2010, no. 234.
7. Beljaevskij, I.K., Kulagina, G.D., Korotkov, A.V., et al., Statistika rynka tovarov i uslug (Statistics of market of goods and services), Moscow: Finansy i Statistika, 2003. 432 p.
8. Zotov, V.P., Grjaznova, N.L., and Zhidkova, E.A., Povyshenie jeffektivnosti funkcionirovanija osnovnyh form hoz-jajstvovanija v agrarnom sektore jekonomiki (na materialah Kemerovskoj oblasti) (Improving the efficiency of the main forms of economic activity in agricultural sector (on the materials of Kemerovo region)), Kemerovo: Ke-mIFST, 2014. 171 p.
9. Elbehri Aziz, Rebuilding. West Africa´s food potential: Polices and market incentives for smallholder - inclusive food value chains, Rome, 2013. Available at: http: //www.fao.org/docrep/018/i3222e/i3222e.pdf (accessed 7 February 2014).
10. The Potential for Urban Agriculture in New York City, Urban Design Lab. at the Earth Institute Columbia Univer-sity, 2012. Available at: http://www.urbandesignlab.columbia.edu/sitefiles/file/urban_agriculture_nyc.pdf (accessed 15 February 2014).
11. Brese, O.E., Mench, L.V., Opredelenie potenzial’noi emkosti prodovol´stvennogo rynka Kemerovskoj oblasti (Iden-tification of the potential capacity of the Kemerovo region food market), Tehnika i tehnologija pishhevyh produktov (Food Processing: Techniques and Technology), 2013, no.4, pp.132-137.
12. Assessing the local food supply capacity of Detroit, Michigan. Journal of Agriculture, Food Systems, and Commu-nity, 2010. Available at: http://www.agdevjournal.com/attachments/137_JAFSCD_Assessing_Food_Supply_Capacity_Detroit_Nov-2010.pdf (accepted 16 June 2010).
13. Eric S. Bendfeldt, Martha Walker, Travis Bunn, Lisa Martin, and Melanie Barrow, A Community-Based Food Sys-tem: Building Health, Wealth, Connection, and Capacity as the Foundation of Our Economic Future, Virginia Co-operative Extension, August 2, 2011. Available at: http://pubs.ext.vt.edu/3306/3306-9029/3306-9029.html (accessed 7 February 2014).
