Basics of organizing computer processing of economic information. Using computer programs for analyzing the financial condition of the organization processing of economic information in the organization


Content

3. Organization of computer processing of economic information 3
15. Analysis of capital placement and assessment of the property status of an enterprise 7
Task 1 15.
Task 2 18.
Task 3 19.
References 21.

3. Organization of computer processing of economic information

Economic information displays the facts of production and economic activity with the help of a system of natural and cost indicators. Economic information is usually transmitted and processed in the form of signs recorded on various substances, carriers. The totality of the signs used to exchange economic information in a certain economic system forms the language of economic information.
Analytical processing of economic information is very laborious, therefore the efficiency and effectiveness of economic analysis are significantly increasing when using modern information processing technologies. Computational tools that have enterprises and organizations make it possible to fully automate the processing of economic information, including on the analysis of enterprises. The need to automate economic analysis is due to the strengthening of the importance of economic management methods: the need to develop and substantiate promising business plans, a comprehensive assessment of the effectiveness of short-term and long-term management decisions.
In this regard, the organization of computer processing of economic information becomes an objective necessity. This trend is due to the increase in the value of high-quality information services for the management of economic activities, the rapid development of the technical capabilities of modern computers, the features of the present period of the economy.
The most efficient organizational form of using PEVM is the creation of automated workplaces (ARMS) of accountants, economists, planners, etc. Under the automated workplace, the analyst understands a professional-oriented small computing system designed to automate work on the analysis of economic activities. The technical base of AWS analytics is personal computers of domestic and foreign production.
The most effective form of operation of AWS is to compound them into a single computing network of analytical support for the economic activity of the enterprise.
Experience in the design of AWS analytics and other systems makes it possible to summarize the requirements for their operation: timely satisfaction of the computational and information needs of the economist when analyzing economic activities; minimum response time to analytical queries; the possibility of presenting output information in tabular and graphical form; the possibility of making adjustments to the calculation method and in the form of display of the final result; Repeating the process of solving the problem with any arbitrarily given point (stage) of the calculation; the ability to work in the computing network; Easy to master the techniques of work on the AWP and the interaction of the system of the human system.
Within the framework of the AWP Analysis, the entire enterprise information fund is functioning in the database form, knowledge base and software. Databases are factual data on economic activity. The intellectual shell of their useful readings are knowledge bases - methods and methods of analysis. Software tools form an automated execution tool for analytical tasks for information service.
At the same time, a number of signs are characterized to organize the comewined processing of economic information:
First, the preservation of the integrity of the analysis under the condition of decentralized information processing. In the theory of analysis of economic activity, a lot has already been done to achieve systematic, functional, technical, methodological and information compatibility of component parts of the analysis into a single integer. Due to this, the objectivity of the analysis and its accuracy are achieved. In the conditions of decentralized information processing, the integrity of the analysis does not destroy, the unity of the objectives and objectives of the analysis is not canceled from the point of view of its system properties. Therefore, we can say that a developed network of distributed databases corresponds to a system of distributed tasks of economic activity, individual AHD tasks, intermediate results, etc.; No matter how important they are, the CHERV5 is the prism of the general integrated analysis system implementing all private tasks.
Secondly, the connection of the processing process of information with the decision-making process. Centralization of information processing in powerful MCs, characteristic of the ASU of the older generations, ......

List of references

1. Abryutin M.S., Grachev A.V. Analysis of the financial and economic activity of the enterprise: studies. Manual / M.S. Abryutin, A.V. Grachev. - M.: Case and Service, 2007.- 257С.
2. Bakanov M.I., Sheremet A.D. Economic analysis theory: studies. Manual / M.I. Bakanov, A.D Sheremet. - M.: Finance and Statistics, 2009. - 218 p.
3. Berdnikova T.B. Analysis and diagnosis of financial and economic activity of the enterprise: studies. allowance / TB Berdnikova. - M.: Infra-M, 2009. - 215c.
4. Codrakov N.P. Fundamentals of financial analysis: textbook / N.P. Kondrakov. - M.: Glavbukh, 2007. - 114 p.
5. Lyubushin N.P. Comprehensive economic analysis of economic activities: textbook / N.P. Lyubushin. - M.: Uniti, 2008. - 445 p.
6. Nikolskaya E.V., Lozinskaya V.B. Financial analysis: studies. Manual / E.V. Nikolskaya, VB Lozinskaya. - M.: MGAP World of Book, 2007.-316С.
7. Pyatsololov S.M. Analysis of the financial and economic activity of the enterprise: studies. Manual for universities / S.M. Confinal. - M.: Mastery, 2008. -336c.
8. Savitskaya G.V. Analysis of the economic activity of the enterprise: Textbook / G.V. Savitskaya. - M.: Infra-M, 2007. -336c.
9. Enterprise management and analysis of its activities: Textbook / S.Yu. Naumov - Saratov: Publishing House of Saratov University, 2008. - 318С.
10. Chechevitsyn L.N. Economy of the company: Tutorial / L.N. Chechevitsyn. - Rostov N / D: Phoenix, 2008. - 389 p.

In the decision-making system, the data obtained by analyzing the financial condition of the Organization is one of the most essential elements. Almost all users of data accounting and financial reports use financial analysis techniques to one degree or another.

Taking risky decisions in production, the manager can lead the organization to bankruptcy or to the fact that the enterprise will have large financial problems. Therefore, a large number of software products are being developed that can analyze accounting data and financial reporting and output rather accurate data on the state of affairs in the organization. The cost of such computer programs, as a rule, ranges from 0 to 1000 dollars per program, and the price does not always correspond to quality - even free programs can give a good result.

In this course, I reviewed the most famous domestic programs in our country for the diagnosis of financial condition in order to compare them in different parameters: ranging from the cost of a specific program, the ability to export data for analysis from other programs (most often "1C: Enterprise" of 1C "), And ending with the ability to submit data in English.

This work consists of two parts: the first part describes the theoretical approach to the financial diagnostics of organizations, and in the second part there is a description of the specific programs for conducting financial analysis, their main characteristic is given and it is concluded that for which enterprises this program is most suitable.

1. General scheme of financial diagnostics

1. 1. Essence, goals and types of financial status evaluation

Currently, the financial condition of the organizations is interpreted from various positions, while there is no unified methodological approach to its definition, which makes it difficult to build universal practical analysis techniques.

In general, the financial condition of the enterprise can be defined as a comprehensive economic category, which characterizes the availability of the enterprise of various assets, the amount of obligations, the ability of the business entity to function and develop in a changing external environment, the current and future opportunity to meet the requirements of creditors, as well as its investment attractiveness .

Of the various interpretations of the concept of financial condition, various purposes of its assessment flow. From the point of view of business diagnostics, the result of the analysis of the financial state is to determine the optimal value of the reserves of the enterprise, which should be sufficient to ensure the normal solvency of the enterprise and minimize the costs of financial risk, and, at the same time, do not distract redundant working resources from the current economic Activities.

There is also an analysis orientation for the search and elimination of intrafivery problems:

The main purpose of analyzing the financial condition is the assessment and identification of the company's internal problems for the preparation, justification and adoption of various management decisions, including in the field of development, exiting the crisis, transition to bankruptcy procedures, buying and selling a business or a package of shares, attracting investments.

The goals led to the need to solve a number of analytical tasks. In the domestic literature, the following basic groups of internal analysis of the financial condition of the enterprise are allocated:

1. Identification of the financial situation.

2. Detection of changes in financial condition in a space-time section.

3. Identifying the main factors that caused changes in financial condition.

4. Timely identification and elimination of deficiencies in financial activities, and find reserves for improving the financial condition of the enterprise and its solvency.

5. Forecasting possible financial results, economic profitability based on the actual conditions for economic activities and the availability of its own and borrowed resources, the development of financial statements with various use of resources.

6. Development of specific measures aimed at more efficient use of financial resources and strengthening the financial condition of the enterprise.

The assessment of the financial state can be carried out using a different type of models to be structured and identify the relationship between the main indicators. There are three main types of models, descriptive, predicative and regulatory.

Descriptive models, known as descriptive models, are basic to assess the financial condition of the enterprise. These include: Building a system of reporting balances, representing the financial statements in various analytical cuts, a vertical and horizontal reporting analysis, a system of analytical coefficients, analytical notes for reporting. All these models are based on the use of accounting information.

Predicative models are models of predictive, prognostic nature. They are used to predict the income of the enterprise and its future financial state. The most common of them are: calculation of the point of critical sales, building prognostic financial reports, models of dynamic analysis (rigidly deterministic factor models and regression models), situational analysis models.

Regulatory models allow you to compare the actual results of enterprises with expected results calculated by the budget. These models are used mainly in domestic financial analysis. Their essence is reduced to the establishment of standards for each item of the costs of technological processes, types of products, centers of responsibility and to analyze deviations of actual data from these standards. The analysis is largely based on the use of rigidly deterministic factor models.

Depending on the specified areas, the analysis of the financial condition can be carried out in the following forms:

1. Retrospective analysis (designed to analyze the current trends and problems of the company's financial condition, while it is believed that enough quarterly reporting for the last reporting year and the reporting period of the current year).

2. A promising analysis (necessary for the examination of financial plans, their validity and reliability from the standpoint of the current state and the available potential).

3. A factory analysis (required to evaluate and identify the reasons for deviations of reporting indicators from planned).

1. 2. The procedure for evaluating the financial condition

As a rule, the basic information base for financial analysis is the forms of annual and quarterly accounting reports, analytical reports, data obtained by independent expertise.

General qualitative analysis is one of the initial stages of assessing the financial condition of the organization. At this stage, the accuracy of the reporting provided, the quality of accounting, organized at the enterprise, studies the degree of compliance of the monetary assessment of assets and obligations to their real market quantities, with high-quality positions, the intangible sector of the enterprise is estimated: business reputation, established business relations, level of training and management management, Flow and professionalism of personnel, prospects for the development of the industry and target markets of the enterprise, the stages of the life cycle of the main goods of the enterprise, etc. Such procedures can be carried out using SWOT - analysis methods, the construction of matrices of the comparative competitive advantages of the enterprise and local problem areas, "bottlenecks". It can also be done at this stage a vertical and horizontal financial analysis.

The coefficient analysis is the calculation of coefficients in various directions (Appendix 2):

Indicators of the assessment of the property situation.

Indicators of estimates of liquidity and creditworthiness.

Indicators of valuation of financial stability.

Indicators of business activity.

Return estimates.

This area traditionally plays a basic role in analytical procedures in assessing the financial condition of the enterprise. The transition from absolute indicators to the relative is due to the following factors:

The influence of the size of the company on the final indicators is eliminated, it becomes possible to evaluate not only the size, but also the effectiveness of the functioning of the enterprise;

Since the numerator and denominator are expressed in one units, the influence of inflationary processes and currency exchange rates will increase, it becomes possible to compare enterprises of various countries;

The comparison base to assess this or that financial indicator can be:

1. Regulated by documents and legislative acts of the corridors of regulatory values.

2. Scientific and informed optimal values \u200b\u200bof indicators.

3. Middle-wide values \u200b\u200bof indicators.

4. Characteristics of analog enterprises.

5. Dynamics of own indicators for previous periods.

The influence of problematic situations arising from the interpretation of financial coefficients to a certain extent allow to level the integral models for assessing the financial state, based on the calculation of a small number of financial indicators in a comprehensive assessment. At the same time, these models allow you to attribute an enterprise to a particular group with a corresponding set of characteristics. On the basis of such an analysis, the possibility of absolute assessment of the financial situation of the enterprise on a specific date, and not just the study of its changes and comparative analysis. Also, integral techniques are convenient for express analysis of the financial condition, since they do not require significant costs of time and resources.

In the general block of integrated techniques, the following conceptual directions can be distinguished:

1. Statistically substantiated models of predicting possible bankruptcy. Altman indicators are used here (known as Z account, z indicator or credit index), Lisa model, Taffler model, ISEA model, Fulmer model, SpringTee model, and others (Appendix 3).

2. Methods for determining the rating of the organization for lending purposes. Here are techniques developed by various commercial banks. Examples can serve as a model developed by Sberbank of the Russian Federation, the Moscow Industrial Bank, as well as other financial institutions (Appendix 4).

3. Methods of ranking organizations. Here is the method of the amount of seats, the average geometric method, the method of significance coefficients and distance method (Appendix 5).

Based on the data obtained during the assessment of the financial condition of the enterprise, the expert group concludes about the financial condition of the organization.

Users

Scope of economic interests in the assessment

Owners

Evaluation of the expediency of the costs of the costs and the financial results achieved financial sustainability and competitiveness, opportunities and prospects for further development, the effectiveness of the use of borrowed funds, detecting losses, unproductive expenses and losses, drawing up reasonable forecasts about the financial consistency of the enterprise.

Shareholders

Analysis of the composition of management costs and evaluation of their feasibility, an analysis of profit formation, an analysis of losses, non-production costs and losses, a structural analysis of spending profit on accumulation and consumption, assessment of effective and conducted dividend policies.

Banks and creditors

Evaluation of the composition and structure of property of the enterprise, analysis and assessment of the solvency and financial sustainability of the enterprise, assessing the efficiency of using its own and borrowed capital, analysis of the composition, structure and relationship of receivables and accounts, assessment of settlements on previously obtained short-term and long-term loans and loans.

Suppliers and buyers

Evaluation of the liquidity of current obligations, the presence of overdue receivables and payables, analysis and assessment of the structure of current assets, an assessment of solvency and financial sustainability.

Tax inspections

Assessment of the reliability of data on the taxable basis for the calculation of federal and local taxes and their transfer to the budget

Extrabudgetary funds

Assessment of the accuracy of information on the average number of working enterprises and the accrued remuneration fund, assessing the timeliness of settlements with extrabudgetary funds.

Investors

Evaluation of the efficiency of using its own and borrowed capital, receivables and payables, enterprise property, assets, analysis of the degree of liquidity of repayment of short-term and long-term liabilities, financial stability. Analysis and evaluation of the effectiveness of long-term and short-term financial investments at the expense of own funds of the enterprise.

Mestern labor

Evaluation of sales dynamics, product costs, performance of production tasks and compliance with labor legislation on labor payments, the provision of labor and social benefits at the expense of the company's net profit.

2. The share of fixed assets in assets \u003d 120/300

3. The value of own working capital \u003d 290 - 230 - 690

4. Madrigence of own working capital \u003d 260 / (290-230-690)

5. Current liquidity ratio \u003d (290-230) / 690

6. Faster liquidity ratio \u003d (290-210-220 -230) / 690

7. The absolute liquidity ratio \u003d 260/690

8. The proportion of working capital in assets \u003d (290-230) / 300

9. The proportion of own working capital in the total amount of them \u003d (290-230 -690) / (290-230), or (490 + 590-190) / 290-230

10. The proportion of reserves in current assets \u003d (210 + 220) / 290

11. The proportion of own working capital \u003d (290-230-690) / (210 + 220)

12. Own capital concentration coefficient \u003d 490/300

13. The coefficient of financial dependence \u003d 300/490

14. Own capital maneuvenence ratio \u003d (290-230-690) / 490

15. The concentration coefficient of the borrowed capital \u003d (590 + 690) / 300

16. The coefficient of the structure of long-term investments \u003d 590 / (190 +230)

17. The coefficient of the ratio of borrowed and own funds \u003d (590 +690) / 490

18. FDOOUTDACH \u003d F.2 10/120

19. Own capital turnover F.2 10/490

20. Turnover of cumulative capital F.2 10/300

21. Net profit \u003d F.2 10

22. Profitability of products \u003d F.2 50 / f. 2 10.

23. Profitability of cumulative capital \u003d F.2 190/300

24. Profitability of equity \u003d f. 2 190/490

25. The payback period of own capital \u003d 490 / F.2 190

Appendix 3. "Bankruptcy forecasting models"

1. The coefficient of Altman (2 factor):

Z \u003d -0.3877-1,0736 * (290/690) + 0.0579 * (300/490)

If z \u003d 0, then the probability of bankruptcy \u003d 50%

If z\u003e 0, then the probability of bankruptcy\u003e 50%

If Z<0, то вероятность банкротства < 50%

2. Altman coefficient (5 factor):

Z \u003d 1,2 * (((290-690) / 300) + 1.4 * (F.2 190) / 300 + 3.3 * ((f. 2 050) / 300) + 0.6 * (price Shares / (590 + 690)) + F.201/01/300

If Z<1,81 – организация банкрот.

If z\u003e 2.99 - financially sustainable enterprise.

If Z<=2,99 и Z>\u003d 1.81 - uncertainty.

3. Tafflera model

Z \u003d 0.53 * (F.2 050/690) + 0.13 * (290 / (690 + 590)) + 0.18 * (690/300) + 0.16 * (F.2010 / 300 )

If Z\u003e 0.3 - Financially Sustainable Enterprise

If Z<0,2 – организация банкрот.

4. ISEA model

R \u003d 8.38 * (290/300) + (f. 2 190/490) + 0.054 * (F.2 010/300) + 0.63 * (F.2 190 / (F.2 020 + 030 + 040 + 070 + 100 + 130))

If R.< 0 – максимальная (90 – 100%)

If R\u003e 0 and R< 0,18 – Высокая (60 - 80%)

If R\u003e 0.18 and R< 0,32 – Средняя (35% - 50%)

If R\u003e 0.32 and R< 0,42 – Низкая (15% - 20%)

If R\u003e 0.42 is minimal (up to 10%)

Appendix 4. "Credit Rating Models"

1. Indicators for assessing the financial condition of the enterprise as a borrower on the basis of "Rules for the provision of loans to legal entities by Sberbank of Russia and its branches 285-p"

K1 \u003d (260 + 253) / (690-640-650)

K2 \u003d (260 + 250 + 240) / (690-640-650)

K3 \u003d 290 / (690-640-650)

K4 \u003d 490 / (590 + 690-640-650)

K5 \u003d 50 F.2 / 10 F.2

Then you need to determine the category for each of the indicators depending on its actual value:

Factors




besides trade

for trade

0.15 and above

If S.< 1 - заёмщик относится к 1 классу (лучший клиент).

If s\u003e 1 and s< 2,42 - заёмщик относится ко 2 классу.

If s\u003e \u003d 2.42 - the borrower refers to grade 3.

K1 \u003d (260 + 250 + 240) / (690-640-650)

K2 \u003d 290 / (690-640-650)

K3 \u003d (490 + 590-190) / 290

Then for each of the indicators, depending on the category, the number of points and find a total amount. The number of points depending on the category is presented in Table 3.

If the amount of points:

S.<141 - Высокий уровень кредитоспособности.

S.<240, S>141 - average level of creditworthiness.

S.<300, S>241 - Low level of creditworthiness.

S\u003e 300 - Customer is not binding.

Appendix 5. "Organizations Ranking Methods"

1. Method of the amount of places

The situation of organizations is determined based on the amount of places they occupy at certain indicators. The less the amount, the company has a higher rating.

2. The method of significance coefficients

For each indicator, the ratio of significance is determined, and then the rating of the organization is determined by the formula:

R \u003d, where k-coefficient, X-indicator, n is the number of indicators.

3. Method average geometric

Among all the indicators there is an average geometric value.

4. Distance method

1. The initial data is represented as a matrix A ij, a table where the numbers are recorded (i \u003d 1, 2, 3 ... N) on the rows, and the company's number columns (J \u003d 1, 2, 3 ... M).

2. For each indicator, the optimal value is entered into the column of the conditional reference enterprise M + 1.

You can use the coefficient of significance in all methods to increase (decrease) the influence of individual indicators.

The use of computer technology improves the efficiency of analytical work of financial experts. This is achieved by reducing the timing of the analysis; more complete coverage of the influence of factors on the results of economic activities; replacement of approximate or simplified calculations with accurate calculations; Setting and solving new multidimensional analysis tasks, practically not manually executed and traditional methods.

Computers are becoming an integral part of the workplace of the economist, and its activities acquire the nature of automated labor. In this regard, the automation of economic analysis based on computers becomes an objective necessity. It is due to the increase in the value of high-quality information service to the process of managing economic activities, the rapid development of the technical capabilities of modern computers.

The methodology for economic analysis, oriented to the use of computers, must meet the requirements of the system, complexity, efficiency, accuracy, progressiveness, dynamism. Only on the basis of the fulfillment of these requirements, the cognition of the states of the managed object and the trends of its development, systematic and targeted increase in the efficiency of economic activity on the results of the analysis are ensured.

The use of a computer allows you to actually increase the productivity of the economist, accountant, planning and other specialists through the decentralization of the process of automated processing of financial information, combining directly at the workplace of their professional knowledge with the advantages of electronic information processing.

The agreed work of all computer devices and their interaction with a person provides financial analytics software.

To analyze in computer processing conditions, it is characteristic:

First, the preservation of the integrity of the analysis provided

decentralized information processing. In the theory of analysis of economic activity, a lot has already been done to achieve systematic, functional, technical, methodological and information compatibility of component parts of the analysis into a single integer. Due to this, the objectivity of the analysis and its accuracy are achieved. In the conditions of decentralized information processing

the integrity of the analysis is not destroyed, the unity of the objectives and objectives of analysis is not canceled from the point of view of its systemic properties.

Secondly, the connection of the processing process of information with the decision-making process. Practically, the user could not affect the course of calculations, on the method of analysis and generalization. Ultimately, it affected the worsening of the quality of the decisions. Under the use of software products, analytical tasks are solved directly by the user at their workplace. An analyst leads to personal control over all stages of the processing process of analytical information, it has the ability to assess the results obtained, competently use them to justify management decisions, meet the various information needs of the management system.

Thirdly, increasing the efficiency and effectiveness of analysis. Under the use of software products, the analysis immediately follows, and is also performed during economic accounting. Analytics software makes the subsystem of analytical support for managing economic activities into a permanent factor in improving the efficiency of production by enhancing the entire enterprise information fund.

specialized Package Application Excel

II. Practical part

Option number 2.

Bakery "Kolobok" carries out activities related to baking and selling bakery products. Data on the basis of which calculation of the cost of baked products is performed in Fig. 2 and 3.

Build tables according to the data below.

The results of calculations are submitted in the form of a table containing the calculation of the cost of baked products (Fig. 3), and in graphical form.

Organize interstabilities for automatic formation of calculation of the cost of baked products.

To form and fill out the cost of cost calculation (Fig. 4).

Product consumption

Fig. 2.

The cost of baked products

Fig. 3.

To solve this economic task, the MS Excel tabular processor was selected.

Microsoft Office Excel is a means for creating spreadsheets that have opportunities for simple calculations, both using arithmetic action and using built-in functions; To build different types of diagrams; For registration of the obtained tables, etc.

Description of the problem solving algorithm

Run the MS Excel tabular processor (Fig. 5).

Fig. five

Create a book named "Kolobok".

Leaf 1 Rename into a sheet with the name of the consumption of products.

On the work sheet, MS Excel products Create a table consumption of products.

Fill out a table of data on the cost of the components of the baked products (Fig.6)


Fig. 6.

Sheet 2 Rename into a sheet titled the cost of baked products.

On the work sheet, the cost of embedded MS Excel products is to create a table in which data on the cost of baked products will be contained.

Fill out the table the cost of baked products from source data (Fig. 7).


Fig. 7.

9. Fill in the Count the cost of manufacturing 1 kg of component, the table "The cost of baked products" as follows:

To block the D4 formula:

\u003d "Product Consumption"! B4

Modify the formula for the remaining cells entered into the D4 cell (with D4 via D8) of this graph.

Thus, a cycle will be executed, the control parameter of which is the line number.

Fill the Count Cost of the component in the product of the Table "Cost of Baked Products" as follows:

Put in the cell E4 formula:

Modify the formula for the remaining cells entered into the cell E4 (with E4 via E8) of this graph.

In the table "Calculation of the cost of baked products", fill the cost of the component in the product:

Let's be in the F12 cell formula:

\u003d "Cost of Baked Products"! E4

Modify the formula for the remaining cells entered into the F12 cell (C F12 via F18) of this graph (Fig.8).


Fig. 8

Leaf 4 Rename into a sheet with a diagram name.

Perform the construction of a histogram according to available data. In the main menu, choose the insertion chart. The following content appears (Fig. 9):


fig. nine

Select the first list of the list of standard diagrams. Bar graph. Choose further.

In the window that appears in the Data Range tab, select the item in the lines, go to the Row tab.

Let us set the name and signature on the axis x first for the first row, let's call it cake biscuit and cream, then for the second that let's call a sandy cupcake with cream.

Then in the window that appears, we enter the relevant information of our chart.

fig. 10.1.

fig. 10.2.

fig. eleven Settings of the parameters of the diagram

fig. 12 Diagram "Costing the cost of baked products"

The parameters of the elements of the design system of information technology are interdependent. Considering the main characteristics of processing data processing processes, generalized indicators are used with further detail them at other levels of data processing system. These parameters include: the economic effect of automation of data processing OD; Capital costs of funds for computing and organizational techniques; the cost of designing technological processes OD; Resources on ...


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The concept and principles of marketing information. Tipology of marketing information. Sources of marketing information. Overview of market marketing information The relevance of the topic is due to the fact that one of the key issues of the enterprise is to obtain full reliable timely information on the state of the marketing environment.

One of the main destinations of information technology is the collection, processing and provision of information for making management decisions. In this regard, the methods of processing economic information are conveniently considered by the phases of the life cycle of the management decision process: 1) diagnosis of problems; 2) development (generation) alternatives; 3) choosing a solution; 4) Implementation of the decision.

Methods used in phase diagnosis problems provide its reliable and most complete description. In their composition, they are isolated (Fig. 2.2). Comparison methods, factor analysis, modeling (economic and mathematical methods, methods of mass maintenance, stock theory, economic analysis) and forecasting (qualitative and quantitative methods). All these methods collect, storage, processing and analysis of information, fixing the most important events. A set of methods depends on the nature and content of the problem, timing and means that are allocated at the stage of production.

Methods development (Generation) Alternatives shown in Fig. 2.3. At this stage, methods of collecting information are also used, but in contrast to the first stage, which is searching for answers to questions like "What happened?" And "for what reasons?", It is determined here how to solve the problem with which management actions.

When developing alternatives (methods of management actions to achieve the goal) use methods as an individual,

so collective solving problems. Individual methods are characterized by the lowest time of time, but not always these solutions are optimal. When generating alternatives use an intuitive approach or methods of logical (rational) problem solving. For helping the decision-making person (LPR), experts are involved in solving problems that are involved in the development of alternatives (Fig. 2.4). The collective solution of the problems is carried out according to the model of the brain attack / assault (Fig. 2.5), delphi and nominal group technology.

With a brain attack, we are dealing with an unlimited discussion, which is carried out mainly in groups consisting of 4-10 participants. Brain attack is also possible alone. The greater the difference between the participants, the more fruitful results (in view of the different experience, temperament, workers' spheres).

Participants are not required to be deep and long preparation and the availability of experience on this method. However, the quality of the advanced ideas and time spent will show how individual participants or target groups are familiar with the principles and the basic rules of this method. Positive is the presence of participants in knowledge and experience in the sector under consideration. The duration of the meeting within the framework of the brain attack can be selected from several minutes to several hours, the duration of 20-30 minutes is generally accepted.

When using a brain attack method in small groups, two principles should be strictly followed: refrain from evaluation of ideas (here the quantity turns into quality) and comply with four basic rules - criticism is excluded, free association is welcomed, the number of options is desirable, the search for combinations and improvements is designed.

Choosing a solution it occurs most often in conditions of certainty, risk and uncertainty (Fig. 2.6). The difference between these states of the medium is determined by the amount of information, the degree of knowledge of the LPR of the essence of phenomena, the decision-making conditions.

Terms of certaintythere are such conditions for making decisions (the state of knowledge about the essence of phenomena), when the LPR can determine the result (outcome) of each alternative to the selection. This situation is characteristic of tactical short-term solutions. In this case, the LPR has detailed information, i.e. comprehensive knowledge of the situation for making a decision.

Risk conditionscharacterized by such a state of knowledge of the essence of the phenomenon when the LPR is known for the probability of possible consequences of the implementation of each alternative. The conditions of risk and uncertainty are characterized by the so-called conditions for the meaningful expectations of the future situation in the external environment. In this case, the LPR should make a choice of alternative, without having an accurate idea of \u200b\u200bthe factors of the external environment and their impact on the result. Under these conditions, the outcome, the result of each alternative is the function of conditions - the factors of the external environment (the function of utility), which is not always able to anticipate the LPR. To provide and analyze the results of selected alternative strategies, the solutions matrix also called the payment matrix also use.

Conditions of uncertaintythey are such a state of the environment (knowledge of the essence of phenomena), when each alternative may have several results, and the likelihood of these outcomes is unknown. The uncertainty of the decision matters depends on the relationship between the number of information and its reliability. The more uncertain the outside environment, the harder it is to take effective solutions. The decision matters also depends on the degree of dynamics, medium mobility, i.e. Speeds of occurring changes to the decision-making conditions. Changing conditions may occur as due to the development of the organization, i.e. Acquisition of it is possible to solve new problems, the ability to upgrade and under the influence of external factor in relation to the organization that cannot be regulated by the organization. The choice of the best solution in conditions of uncertainty significantly depends on what the degree of this uncertainty, i.e. From what information has a LPR. The choice of the best solution in the conditions of uncertainty, when the probabilities of possible conditions are unknown, but there are the principles of approach to evaluating the results of actions, ensures the use of the following four criteria: the maximum Wald criterion; Savage minimax criterion; Criteria of pessimism-optimism of Hurwitz; Laplace or Bayes criterion criterion.

For implementation of solutions apply planning methods, organization and monitoring of solutions (Fig. 2.7). The preparation of the implementation plan implies a response to the questions "What, to whom with whom, how, where and when to do?". Answers to these questions should be documented. The main methods applied with planningmanagement solutions are network modeling and separation of responsibilities (Fig. 2.8). The main tools of network modeling are the network matrices (Fig. 2.9), where the network schedule is combined with a calendar-large-scale grid of time.

TO methods of organizationdecisions include the methods of drawing up an information table of implementation of solutions (ITRR) and methods of impact and motivation.

Control methodsimplementation of decisions are divided into control over intermediate and end results and control over the deadlines (operation in the ITRR). The main purpose of the control is to create a system of warranty implementation of solutions, the system of ensuring the maximum possible quality of the solution.



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