Sales risk
The sales risk is a company risk that exists in the danger of a negative deviation of the actual sales volume ( quantity ) or the sales revenue ( value ) from the corporate planning ( sales planning ).
General
The operational function of sales as its main risk deals with the sales risk. It must be strictly separated from the storage risk , which has no direct impact on sales, but has an impact on storage costs or as an impairment . Sometimes a distinction is made between sales and revenue risk. The latter consists in insufficient coverage of total costs by sales. Together with the procurement risk, the sales risk forms the market risk for Karl Oberparleiter .
classification
Within the corporate risks, there is the subgroup of financial risks, which, in addition to default risks and liquidity risks, also includes market risks. The market risk can consist of the fact that the demand cannot or not completely be met ( excess demand ) or that too much was produced in the event of excess supply ( quantitative market risk ), the product quality / service quality does not meet customer expectations ( qualitative market risk ), the wrong target group ( local market risk) ) or the wrong marketing time ( temporary market risk ) was selected. The sales risk forms a subgroup of the market risks.
species
The quantitative sales risk consists of the risk that demand is overestimated or underestimated, while the qualitative sales risk results from the risk of a lack of customer satisfaction . The risk that the requested products cannot be produced is called the fulfillment risk . The sales risk also includes the transport risk before the transfer of risk (products can perish or be damaged) and the acceptance risk if the customer does not accept the goods. Finally, the sales risk also includes the payment risk if the customer does not pay for the goods or pays late. In a broader sense, the product liability risk can also be assigned to the sales risk.
Influencing factors
In particular, pricing policy , sales promotion , exclusivity , customer loyalty , delivery guarantees , marketing , pedestrian frequency , regular customers or advertising act as influencing factors on the sales risk . If, for example, the market price is lowered, the sales risks can decrease and vice versa. If marketing measures lead to stronger customer loyalty, this can reduce sales risks. Seasonal businesses have a higher sales risk outside the high season (e.g. ice cream in winter).
Risk management
Sales risks can be countered by using the influencing factors accordingly. In addition, one is dealing with risk possible by increasing or decreasing the capacity or change in the supply intensity (quantitative sales risk), quality management (qualitative sales risk), diversification (settlement risk), completion of transport insurance (Transport risk) or bills of payment guarantees (payment risk).
Individual evidence
- ↑ Silvia Rogler, Risk Management in Industrial Operations , 2002, p. 235
- ^ Karl Oberparleiter, Functions and Risks of the Goods Trade , 1955, p. 108
- ^ Karl Oberparleiter, Functions and Risks of the Goods Trade , 1955, p. 108
- ↑ Maik Kästner, Risk Management in SMEs , 2012, p. 64
- ^ Herbert Strunz / Monique Dorsch, Management in an International Context. With 40 case studies , 2009, p. 264
- ↑ Friedrich Rosenkranz / Magdalena Missler-Behr, Recognizing and managing corporate risks , 2005, p. 160
- ↑ Silvia Rogler, Risk Analysis and Risk Policy , 1999, p. 235 ff.