THE ROLE OF MANAGEMENT IN THE SALES PROCESS IN TRADE ENTERPRISES

Svako trgovinsko poduzeće koje želi unaprijediti svoju prodaju i uspješno poslovati mora upravljati svojim prodajnim procesima. Upravljanje prodajnim procesima podrazumijeva sve aktivnosti managementa koje poduzeće poduzima u skladu sa definiranom vizijom, misijom i ciljevima kako bi se odredila budućnost poslovanja. Menadžment kao kontinuirani proces obuhvaća planiranje, organiziranje, kadrovsko pripremanje, vođenje i kontroliranje. Sukladno tome, svrha ovog rada je istražiti na koji način navedene funkcije menadžmenta utječu na prodajne procese u trgovinskom poduzeću. Uspjeh prodaje trgovinskog poduzeća ovisi o planiranju, organiziranju, vođenju i kontroliranju kao i o izabranoj strategiji koja se provodi u smjeru definiranih ciljeva i zadovoljstva potrošača. Cilj rada je prikazati utjecaj menadžmenta na unapređenje prodajnih procesa. U koliko poduzeće uvidi nezainteresiranost potrošača za svoje proizvode i usluge što rezultira padom prodaje, menadžmenta svoje napore mora usmjeriti prema razvijanju funkcija marketinga koje obuhvaćaju marketinško istraživanje, upravljanje asortimanom roba i usluga, upravljanje lokacijom, upravljanje cijenama i upravljanje promotivnim aktivnostima. Za dobre rezultate potrebno je odabrati najbolju kombinaciju marketinških varijabli. Upravo je Tisak d.d., čije je upravljanje prodajnim procesom predstavljeno u ovom radu, izabrao optimalnu kombinaciju marketinških varijabli što je vidljivo iz širokog i raznovrsnog asortimana roba i usluga, razgranatosti mreže prodavaonica, kvalitetne politike cijena i kvalitetne kontrole svih aspekata poslovanja. Promjenom strategije, prilagođavanjem novim trendovima i ulaganjem u inovacije, Tisak d.d. je postao najveći maloprodajni lanac kioska i vodeći distributer tiskovina, duhanskih proizvoda, prepaid bonova, start paketa te ostalih proizvoda u našoj zemlji.Any business company that wants to improve its sales and operating successfully must manage its sales processes. Management of sales processes means all activities that management which company takes in accordance with a defined vision, mission and goals to determine the future of the business. Management as a continuous process includes planning, organizing, human resources preparation, management and control. Accordingly, the purpose of this study was to investigate how these management functions affecting the sales processes in the trading company. The success of sales trading enterprises depends on olanning, organizing, leading and controling as well as on the chosen strategy, which is carried out in the direction of defined goals and customer satisfaction. The aim of work is to show the impact of management on improving sales processes. The company realizes how much the indifference of consumers for their products and services, resulting in a decrease in sales, management efforts must be directed towards the development of marketing functions that include marketing research, management of a range of goods and services, site management, price management and management of promotional activities. For good results it is necessary to choose the best combination of marketing variables. It was Tisak d.d. which is managing the sales process presented in this study, has chosen the optimal mix of marketing variables which can be seen from a wide and diverse range of goods and services, wide network of shops, quality pricing policy and quality control of all aspects of the business. Changing strategy, adapt to new trands and investing in innovation, Tisak d.d. has become the largest retail newsstand chain and a leading distributor of printed marerials, tobacco products, prepaid coupons, start packages and other products in our country