Abstract
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.
Highlights
Marketing is a hierarchically organized system of management activities in a market, regulation of market processes and market research
M = P - E + I + (OE – OB) + (RE - RB), where P is the volume of production for the year of specific product or product group; I is the volume of imports of state and private structures; OB, OE is the residues at the beginning and end of the period, respectively; E is the exports of state and private structures; RB, RE is the state reserve at the beginning and the end of the period, respectively; M is the market capacity
Calculation of the needs of the region's commodity food groups (Table 2) is presented in Table 5
Summary
Marketing is a hierarchically organized system of management activities in a market, regulation of market processes and market research. Non-objective, groundless investigations lead to wrong, distorted recommendations Each of these principles 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. The inclusion of real consumption and the size of the impact of these and other factors, determining these volumes allow us to calculate the demand of local market on a particular food product. Procedure of determining the capacity of a market provides for special marketing research or calculations based on the published and borrowed information. Such studies are performed by specialized centers and more seldom marketing departments. Estimation accounts based on the published data and calculation methods stated here (Table 1) may be made by market research and marketing departments, and where they do not exist – by economic analysis and accounting departments
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