methodological and practical aspects of marketing research...

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Rationale

Today,themarketsegmentoftransportandlo-gistics services, offering traditional services intransportationandwarehousehandlingofcargotrafficinRussia,isrepresentedmainlybyalargenumberofsmallandmedium-sizedbusinesses.Initsturn,the3PLsegmentofintegratedlogis-ticsservicesisrepresentedmainlybyleadingin-ternationalcompanies.Despitethecrisis intheeconomyandsignificantdeclineindemand,theproblemofretainingmarketpositions,andalsomorein-depthdevelopmentofthemarketisrele-vantfortheplayersofbothsegmentsofthelogis-ticsmarket.Accordingtotheexperts’preliminaryestimates,by2015thetotalvalueofthemarketoftrans-portandlogisticsservicesinRussiawillhavetoincreasemorethantwice–fromUSD48.5billiontoUSD115billion[5].Atthesametime,morethan60%ofthisamountwillaccruetoMoscowandtheMoscowregion,aswellasSt.PetersburgandtheLeningradregion.TheRussian logisticsmarket isoneofthemostdynamicandfastestgrowingones.Before2013theannualmarketgrowthwasequalto15–30%(accordingtodifferentsources).Aftertheimpo-sitionofsanctionsagainsttheRussianFederationandtheeconomicdownturn,themarketgrowthoflogisticsserviceshasslowedsignificantlyandin the short term it is expected to be no morethan5%peryear.Despitetheobjectiveproblemsofthedevelop-mentofcontract logistics,oneofthemostim-portant trends is the fact that the market oftransportand logisticsservices inRussia isde-

velopingfromthecenter totheregions,but itisnotasfastaswewouldlike.Atthisstagethedecreaseindemandfromthecommercialandin-dustrialcompaniesintheregionsinterfereswithdisseminationofthecontract logistics.Expertssuppose,that inadditiontoobjectivereasons,lowdemandisexplainedbythelackofunder-standingofthebenefitsofthetransferoflogis-tics functions tospecializedcompanieson thepartofthemanagementofregionalcompanies,aswellasbythereluctanceofcargoownerstousetheservicesofthethirdparties.Consciousrejectionofservicesoflogisticsoperatoristhere-sultofseveralfactors:1. Absenceofactual3PLcompaniesonthemar-

ket, which cover the entire territory of thecountry.

2. Unwillingnesstochangetheirtechnologicalchain.

3. Feartogivecommercialinformationtologis-ticsoperator.

4. Workontheprinciple:“All Ihave, Ideliver,loadetc.bymyself.”

Beforethecrisis,amajorbarriertothegrowthof the logistics market was the lack of qualityinfrastructureintheregions.Today,thereduceddemand has been added. Nevertheless, somelogisticsoperatorsareconsideringthecrisis tobenotonlythetimeofhardships,butalsothetimefornewopportunities.Whilecompetitorsreduce their turnovers or leave the market, anumberofplayersareworkingoutthelogisticsmarketquestionsastostrengthentheirpositioninthemarketandcapturenewterritorieswiththelowestcost.Todothis,firstofall,youmustunderstandwherenewfacilitiesandlogisticsin-

AnnotAtion.ThisarticlediscussesthemethodologicalandpracticalaspectsofMarketingResearchtodeterminetheparametersofregionallogisticscenters.FragmentsoftheResearchoftheRegionalTransportandLogisticsServicesMarkets,conductedbytheMarketGuideAgencyinthe2010–2014,arepresentedinthisarticle.

Key words.MarketingResearch,marketfortransportandlogisticsservices,freighttrafficanalysis,warehouseinfra-structure,theparametersofthelogisticscenter,thedegreeofreliabilityoftheresults.

Methodological and Practical Aspects of Marketing Research for Transportation and Logistics Servicesto Determine the Parameters of Regional Logistics Centers

JuliaKislovaMarketGuideAgency,Director,PhDinEconomics

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frastructurewillbeneededinthemediumterm,andprocessingofwhatrangeofgoodstheyplantospecialize.Beforetheimpositionofsanctionsandeconomicrecession,majorlogisticsoperatorshadtheirownmarketing and analytical services, and ownedbasicinformationaboutcustomers,currentvolu-mesandstructureoffreighttrafficinthetargetregionsofthecountry,butnowthesituationhaschangedsignificantly.Nowitisdifficulttogetob-jectiveinformationaboutthecurrentmarketsitu-ationandthedirectionsofcargoflowschangesinthemediumtermwithoutaspecialmarketingresearch.

ParametersofLogisticsInfrastructureObjectsWhichareDefinedintheProcessofMarketingResearch

Let’sconsider theaggregateschemeof imple-mentation of the regional logistics project (Fi-gure1).Weseethatthestudyoftransportandlogisticsservicesiscarriedoutatstage2.Intheprocessofmarketingresearchthefollowingbasicparametersofregionalfacilitiesandlogisticsin-frastructure(logisticscenter)areidentified:

recommended placing of the object onthebasisofgeographyofthestudy;

recommendedarea(m2)basedonthere-vealedvolumeoftrafficandthedemandforlogisticsservices;

formatoflogisticscenter(percentageofthestorageareas)–drywarehouse,lowtemperaturewarehouse,etc.;

recommendedassortmentmatrixoflogis-ticsservices;

projectedsalesvolumesoflogisticsservi-ces(inrubles)quarterlybyyears;

recommendedtariffsforlogisticsservices.

Marketing options, identified in quantitativeterms,arethebasisforalogisticsfacilitydesign,andareusedtogeneratetherevenuepartofthefinancialmodelofthefeasibilitystudythelogis-ticsoftheprojecttakingintoaccountthemarketandinstitutionaluncertainties.

StagesofMarketingResearchforTransportationandLogisticsServices

In the process of the research of the regionaltransportandlogisticsmarketitisnecessaryto:1. Conductcomprehensiveanalysisofthelogis-

ticsmarket,evaluateitscapacityinkindterms(intons)andinvalueterms(inrubles),iden-tifytheeffectofseasonalityfactor,implementmarketsegmentation.

2. Implementcompetitivemarketanalysisoflo-gisticsservicesintheregion,identifythemainplayersanddeterminetheirmarketshares.

3. Determinetheinterestofmajorgroupsofpo-tentialcustomersinvariouskindsoflogisticsservices.

4. Estimatethevolumes(V)ofthepotentialde-mandforvarioustypesoflogisticsservicesbybasicservices(warehousing,transportation,packaging,integratedlogisticsservices,etc.)andbyconsumergroups.

5. Estimatetherangesoftariffs(P),basedonwhichpotentialusersoflogisticsservicesarereadytousethem.

6. Estimatetherateofgrowth(%)andthefore-castofthedevelopmentofthelogisticsser-vicesmarketintheregioninthemediumterm(until2020).

Tocarryouttheworkmentioned,practiceofthemarket research for transportation and logis-ticsservicesincludesthesecondaryandprimarymethodsofdatacollectionandanalysis.Second-ary research (Desk Research) is an “armchair”wayofcollectingandprocessingof secondarydataaboutthelogisticsmarket.Sourcesofsecon-darydatainclude:

FederalStateStatisticsService(Rosstat)in-cludingterritorialoffices;

DatabaseoftheFederalCustomsService(FCS);

MinistryofTransportoftheRussianFede-ration;

MinistryofEnergyoftheRussianFedera-tion;

Mass media: newspapers, magazines,newsletters;

Internetresources; Databasesof JSC“RussianRailways”on

railroadcargotransportation; Resultsofpreviousstudiesonthemarkets

of logistics servicesand freight flows inRussia;

Shapingtheideatocreatearegionallogisticscenter.

Marketingresearchoftrafficflowsandlogisticsservicesconsumptionintheregion.

Developmentofafeasibilitystudy/businessplanofaregionallogisticsproject.

Submissionofthefeasibilitystudy/businessplantoabank/investor.

Receivingthefundstoimplementaregionallogisticsproject.

1.

2.

3.

4.

5.

Figure1.Aggregatestages

ofimplementationofregionallogistics

project

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Resultsofthepreviouslycompletedpro-jects, including the investment projectstodeveloptransportandlogisticscentersinRussia.

Primaryresearch(FieldWorkResearch)suggestscarryingoutexpertandin-depthpersonalinter-views(face-to-facemethod)withmarketplayersoflogisticsserviceswhoarecurrentandpotentialconsumersof logisticsservices, logisticsopera-tors,marketexperts,etc.Table1showsthemethodsofmarketingresearchvs.cost,datareliabilityandcontinuanceofstudy.Asyoucansee fromthedatapresented inTa-ble1,thedegreeofdatareliabilityofthemarket-ingresearchisaveryimportantparameterthatdependsontheappliedresearchmethods,whichhavevariouscostandcontinuance.Ultimatelytheselectedresearchmethodsdefinetheoutputer-rorand,asaconsequence,thelevelofriskswhenmakingdecisionsregardingthelogisticsprojectimplementation.Inpractice,thedegreeofdatareliabilityofthemarketing research cannot be 100%, sincetherearenosureobjectivesourcesofinforma-tion.Thehighestdegreeofreliability(over85%)is achieved by means of the combined use ofsecondary and primary research methods, i.e.whentheanalysisofstatisticaldataofRosstatdatabase,databasesof freight flows fromJSC“RussianRailways”,FCS,specializedInternetre-sources,etc.,aresupplementedbyexpertandin-depthinterviewswithmarketplayers(logisticscompanies)andconsumersoflogisticsservices,aswellaswiththedataonmeasurementsofthetargetvolumeandstructureoffreightflows(ifrequired).Useofprimaryandsecondarysourcesofinfor-mationinthecourseoftheidentification,analy-sisandvalidationofthemarketparametersgivestheopportunitytoachieve10–15%errorintheassessmentofcargoflows,theneedforlogisticsservicesandthenecessaryelementsoflogisticsinfrastructurethatisconsideredtobeanaccept-

ablestatisticalnorm.Accordingtothestatisticsfrom the studies conducted by Market GuideAgencyin2010–2014,inordertoachievethehighestlevelofvalidityoftheresults,whencon-ducting interviews, the sampling of expert in-terviewswithmarketplayersoflogisticsservicesshouldconstituteatleast150–200interviews.

MethodologicalParticularitiesoftheLogisticsServicesMarketResearch

Intheprocessof interpretingtheresultsofthestudies of the transport and logistics servicesmarket, thereareanumberofmethodologicalfeaturesthathavetobetakenintoaccountduringthecollectionandanalysisofthemarketingdata:

I. Data bias in state and departmental statisticsMostgenerally,toassessthemarketcapacityinkindorvalueterms it isnecessarytoapply theformula[1],whichrequiresthreeparameters:theproductionvolumeofgoodsorservices,exportandimportvolumes:

E=Pr+Imp—Exp,

whereE—marketcapacity;Pr—volumeofgoodsproducedorservicesren-dered;Imp—volumeofimportedgoodsorservices;Exp—volumeofexportedgoodsorservices.Asweknow,thedataof theFederalStateSta-tisticsService(Rosstat)donotpresent therealpictureontheproductionandsaleofgoodsandservices.Undercurrent law,only largecompa-nies,thatareopenjointstockcompanies,shouldmakeamandatoryreportonthevolumeofworkperformedorservicesrendered.Astomarketoftransportandlogisticsservices,thevastmajor-ityofthemarketparticipantsarelimitedliabilitycompanies,andthereforetheyneednotprovidethedataonthevolumeoftheservicesrenderedtotheFederalStateStatisticsService,whichre-sultsintheunderestimationofthemarket.

Table1.Methodsofmarketingresearch:cost,reliability,timing

Marketingresearchmethod Cost,Euro Degreeofdatareliability,%

Continuanceofstudy,calendarmonths

Secondarymarketingresearch(DeskResearch) Upto3,000 Upto50% Upto1.0

Primarymarketingresearch(FieldWorkResearch):expertandin-depthface-to-faceinterviews 3,000–25,000 75–80% 1.5–2.0

Combinedmarketresearch(simultaneoususeofprimaryandsecondaryresearchmethods) Over15,000 Morethan85% 2.5–3.5

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Itoftenhappensthatwhendescribingthesup-plied goods, both imports and exports, in thedatabaseoftheFCSofRussia(fieldcodeG31_1)and inthedatabaseofJSC“RussianRailways”,there is no detailed description of the goods,makingitdifficulttoassessthestructureandno-menclatureofthegoodstransported.Thesitua-tionisgreatlycomplicatedbythefactthatthereisnostatisticalinformationaboutoneofthemostpopularmodesoftransport—motorvehicles.Thus, it is difficult to estimate objectively theparameters of transport and logistics servicestaking intoconsiderationthebasisof thestateanddepartmentalstatisticsandinformationfromopensourcesonly.Thehighestdegreeofreliabi-lity,whichisachievedbyanalyzingthesecondarydatainRussia,neverexceeds50%.Toimprovethereliability it isnecessary touse theprimarymethod of collecting and analyzing marketingdataeither.

II. Methodical unreadiness of consumers and players of the transportation and logistics services market to use comprehensive tools to conduct expert interviewsIn the practice of the research, there are vari-ous levels of methodological readiness of themarketparticipants toconductcomprehensivemarketingresearch,whichisdefinedbytheabil-itytousequitesuccessfullycomplexanddetailedtools(questionnaires)inthestudy,anditallowstoobtainvoluminousanddetaileddatasetfromrespondents, that after statistical processing1

1FordataprocessingandanalysisweuseSPSSStatistics(StatisticalPackagefortheSocialSciences).Thisissoft-wareforstatisticalprocessingofdataintendedforap-pliedsocialandeconomicresearch.

makespossiblea fairlyobjectivepictureof thevolume and the structure of demand, level ofcompetition,priceelasticityofdemand,etc.Inthecourseofresearchinanumberofindus-tries,whichinclude,forexample,coatingsindus-try,aswellasothersectorsofchemicalcomplex,therespondentsusuallyhavenodifficultiestousebar graph issues, ratings, building percentagestructures,openquestions,etc.Insurveysofthemarketparticipantsofthetransportandlogisticsservices,especiallywhenthequestionsare fo-cusedonstudyingofcurrentandfuturedemand,as well as current and forecast tariffs, it is ex-tremelydifficulttoobtaininformationexpressedquantitatively.Inthisregard,atthecurrentstage,fairlysimpletoolscanbeeffectivelyusedinthestudyofre-gionalmarketsoftransportandlogisticsservices.however,thesmallestquestionnairerequiredforinterviewingthecustomersof logisticsservicesincludesquestionstohelpyoudetermine:1. Nomenclatureandtheaverageannualvolume

ofgoodsthataretransportedbythecompany(food,householdchemicals,forestproducts,chemicalsandpetrochemicals,etc.).

2. Theproportionofgoodstobestored/tobewarehoused/tobetransshippedinthetotalvolumeofcargo.

3. The current tariffs for all types of logisticsservices, which are used by the company(freight, forwarding, rental of warehousespace,cargoconsolidation,custody,packingandrepackingofgoods,labeling,etc.).

4. Theshareofimportsinthetotalcargoflowofthecompany.

5. Themainroutesandmodesoftransportforthetransportationofgoods.

6. Forecastofchange incargo traffic in2020perspective.

7. Availability of own transport and its types(loadcapacity,standard/refrigerator).

8. Areaandtemperature,whicharerequiredtostorethegoods.

9. The average term of goods storage in thetemporary-storagewarehouses.

10.Thenumberoftheitemsthatarestoredinthewarehousemonthly.

11.Seasonalchangesincargoflow.12.Thedeterminingfactorsindecidingwhether

ornottousetheservicesoflogisticsoperator(convenientgeographical location, reason-ableprice,highleveloftechnicalequipmentofthecenter,whichwillensurethesafetyofcargo,etc.).

III. Specific features in the calculation of the pa-rameters of the transport and logistics services marketSpecificity of cargo transportation, one of themostpopularlogisticsservices,imposescertain

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featuresonthecalculationofthemarketcapacity:theexportshareof totalvolumeofproductionandimportsisnotdeducted,asinthetraditionalcalculationformulamentionedabove,asfarastheexportedproductsfallsunderthefunctionof“cargotransportation”andshouldbetransportedatleastonce.Forexample,wesuggesttheorderofcalculatingthemarketcapacitytotransportthehazardouscargoinRussiain2010(Table2).In2010theRussianmarketcapacityoftranspor-tationbyallmodesoftransportwas:420milliontonsforhazardouscargo,385–395milliontonsforpetroleumproducts.

DeterminationoftheDemandforTransportandLogisticsServicesintheRegion

Oneofthemainpurposesofmarketresearchoftransportationandlogisticsservicesistodeter-minethedemandforservicesbydifferentgroupsofconsumers.Themainconsumergroupsare:

verticallyintegratedcompanies(theVICs); buildingholdingsandcompanies; petrochemicalplants; oil-and-gasservicecompanies; other manufacturing enterprises (ma-

chine-building, production of electricalandbuildingmaterials,food,textileandotherindustries);

independentretailersandotherbusinesses; retail chains (including those who are

planningtostartoperatingintheregion); otherconsumers.

During the analysis of the statistical data, thedemandfordifferenttypesof logisticsservices,adjustedtotheresultsoftheexpertsurveys, isdetermined.Theexample,givenbelow,showsthe demand for transport and logistics servi-ces,whichwasidentifiedduringthemarketre-search,toservethecargohandlingofmaterialsandequipmentintheUralFederalDistrict2(theUFO)—Figure2.Attheendof2012thetotaldemandfortrans-portandlogisticsservicesintheUFObyexploredsegmentwasabout556million tons. In2012the largest share of coverage (considering theall-Russianstructure)fellontransportationser-vices and forwarding (1,2 PL) was about 495milliontons,including61milliontonsforthefor-eign tradeservices(import-export).Estimateddemand for management logistics was about17million tons,demand forwarehousingandstoragewasabout44milliontons.

2Thefollowingsegmentsaretakenintoaccountintheassessmentofdemand:VICs,buildingcompanies,pet-rochemicalplants,oil-and-gasservicecompanies.

Table2.

Dataforthecalculationoftotalmarketcapacityofthehazardouscargotransportationbyallmodesoftransportforthe2010,milliontons

No. Indicator Totalamountofhazardousproducts

Includingoilproducts

1 Manufacturing 340 240

2 Import 80 45

3 Export – 100–110

4 Marketcapacity(1+2+3)

420 385–395

Figure2.DemandfortransportandlogisticsservicesintheUFOin2012

Figure3.Thedemandfortransportationandlogisticsservices(excludingcrudeoil,petroleumproducts,hydrocarbongases,broadfractionsoflighthydrocarbons)intheSFOin2012

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DeterminingtheStructureoftheDemandforTransportandLogisticsServices

Inadditiontoassessingthetotalcapacityofthetransportandlogisticsservicesmarketinthere-gion, it is importanttodetermine itsstructure.Asanexample,thestructureofthedemand3fortransport and logistics services in the SiberianFederalDistrict(theSFO)isgiven(Figure3).In2012buildingcompaniesshowedthegreatestdemandfortransportandlogisticsservicesintheSiberianFederalDistrict(about27%).TheTop-3amongtheVICsintermsofthedemandforlo-gisticsservicestodelivermaterialsandtechnicalresourceswere:Rosneft(Vankorneft),TNK-BP(StarwayProjectManagement)andGazprom-neft–Snabzheniye:about6%,2%and1%re-spectively.Significantproportionofthedemand(58%)fellontransportandlogisticscompanies.

3Thefollowingsegmentsaretakenintoaccountintheassessmentofdemand:VICs,buildingcompanies,pet-rochemicalplants,oil-and-gasservicecompanies.

Determinationof“GrowingPoints”intheMarketofTransportandLogisticsServices

Key issue in the study of transport and logis-ticsservicesinadditiontoassessingthecurrentdemand and its structure is to determine the“growingpoints”,whichwillprovideanincreasein demand for transport and logistics servicesinthemediumterm(5–7years).Toidentifythe“growingpoints”adetailedanalysisofpriorityofinvestmentprojectsiscarriedoutintheregion.Asanillustrativeexample,wepresenttheanaly-sisofpriorityprojectstobeimplementedintheUFO.Thelistincludes25projectsinsixregionsoftheUralsFederalDistrict,worthabout1.5trillionrubles(Figure4).PriorityProjectsdeterminethespecializationoftheUFOasaterritoryofdiversifieddevelopmentofmetallurgicalandminingproduction,refiningandpetrochemicals,aswellastheimplementa-tionofcomplex investmentprojects, includingthecreationof innovativetechnologyparks. InaccordancewiththeplansforthedevelopmentofinvestmentprojectstheUFO“growingpoints”inthetransportationandlogisticsserviceswillbe:Yamal-NenetsAutonomousArea,Khanty-MansiAutonomousArea,Tyumenregion.ItisplannedinYamal-NenetsAutonomousArea:constructionofYamalSPGplant;developmentofprospectiveoilandgasfields(Kharasaveyskoe,Bovanenkovskoe,Novoportovskoe,Tambeyskoe,Messoyakhskoe); construction of major infra-structureprojects:Kharasaveyport,theportofSabetta,railroadbranchtoSabetta;creationofanewgenerationofgastransportationsystemun-dertheextensiverenovationoftheUnifiedGasSupplySystemofRussia(Figure5).ThelargestinvestmentprojectsintheOilandGassectorinKhanty-MansiAutonomousAreaduringtheperiodfrom2012to2020isprojectsoffur-therdevelopmentandconstructionofthefollow-inglicensedareas:

Priobskoye, Prirazlomnoe, Malobalyk-skoyeoilfields(JSCNKRosneft);

ThesouthernsectionofPriobskoyeoilfield(JSCGazpromNeft);

Samotloroilfield(OJSCTNK-BPholding); Fedorovskyoilfield(OJSCSurgutneftegas).

In2011,intheKhanty-MansiAutonomousArea,openlyandofficially,8newoilfieldswereputonthestatebalanceaccordingtothedataofRosne-dra,including:hoshiplorskoeandtheLogachevoilfields(OJSCSurgutneftegas),Yuzhno-Eityan-skoeoilfield(LukoilWesternSiberia),Vostochno-KamskoeandYanlotskoeoilfields(Irtysh-Neft).In addition, future projects will appear in thepowerindustry,miningandtimberindustrycom-plexes.

Figure4.InvestmentprojectsintheUFO

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AnalysisoftheWarehouseInfrastructureintheRegion

Thestudyofthetransportandlogisticsservicesalsoincludesadetailedanalysisoftheregionalwarehouse infrastructure. A good example ofthis isamapof theVolgaFederalDistrict thatshowsall thebasic facilitiesandstorage infra-structurewith theirbasiccharacteristics:area,class(A,B,C,D),loadlevel(Figure6).OnthebasisofFigure6,wecansaythat thegreatestareas of quality storage facilities (classes Aand B) are located in regions such as NizhnyNovgorod,Kazan,theSamararegion,whicharecurrentlythe largest industrialandcommercialcentersoftheVolgaFederalDistrict. Inthere-gionsborderingtheSaratovregion,therelocateasufficientnumberofdistributioncenters,retailchains, which provide shopping area with thenecessaryproducts,including:

distribution centers of retail chains ofMagnit,Auchan,X5RetailarelocatedinSamara;

distributioncenterofX5RetailisinKazan;

distributioncentersX5Retail,M.Video,MagnitareinNizhnyNovgorod.

TheabovementionedregionshaveconsiderablecompetitionforwarehouseoperatorsoftheSara-tovregion,“dragging”asignificantpartoftraffic,especiallyinthesegmentofFMCG.

DeterminationoftheFormat(theratioofStorageAreas)oftheObjectintheRegionalLogisticsInfrastructure

Based on the identified range and volume offreighttraffic,asaresultofthemarketanalysis,theformatofthelogisticscenter(theratioofthestorageareasoftheobjectinthelogisticsinfra-structurein%)—drystorage,lowtemperaturestorage,etc.isdefined.Agoodexample isaratioof therequiredareasofFMCGstorage in the logisticscenteron theSakhalinIsland.Inaccordancewiththeratioofthe importvolumeofcertaintypesofgoodstothe Sakhalin oblast, and due to the necessarystorageconditions,youcandetermine theap-proximateratioofstorageareas(Table3).

Table3.Distributionofstorageareasbytemperatureregimes(alltypesofgoods)

No. Listofgoodssubjecttowarehousingandstorage

Conditionsofstorage Shareinthetotalvolumeofstorage,%

1 Fish Freezingstorage(–18°С) 11.1

2 Meat Freezingstorage(–18°С) 4.5

3 Cement Commonstorage 22.3

4 Buildingmaterials Commonstorage 8.6

5 householdandindustrialgoods Commonstorage 4.7

6 Furniture Commonstorage 1.7

7 Cannedfood Coldstorage(2–4°С) 0.7

8 Vegetableoil Commonstorage 0.3

9 Timber Commonstorage 0.3

10 Paperandstationerygoods Commonstorage 0.2

11 Other Commonstorage 0.9

12 Equipment/machinery Commonstorage 8.9

13 Alcohol Commonstorage 6.2

14 All-mash Commonstorage 4.7

15 Flour Commonstorage 3.5

16 Drinks,juices Commonstorage 2.7

17 Cerealsandpasta Commonstorage 1.9

18 Sugar Commonstorage 1.4

19 Salt Commonstorage 1.3

20 Grain Commonstorage 1.0

21 Fruitandvegetables Coldstorage(4–6°С),ventilation

7.4

22 Milkanddairyproducts Coldstorage(2–4°С) 5.8

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however,astheresultsoftheanalysisofincom-ingtrafficflowstoSakhalinshow,certaintypesofbuildingmaterials,particularlycement,thesup-plyofwhichdominatesintheoverallstructureofthetransportation,donothavespecificrequire-mentsforstorageconditions(exceptforthehu-midity).Moreover,giventhesignificantvolumesofsupplies,cargoownersquitenaturallyseektodeliveritdirectlytotheconstructionsite,therebyminimizingstoragecosts.Inotherwords,thereisahighprobabilitythatservicestostorethecon-structionmaterialssuchascement,willbeun-claimedwithinthelogisticscenter.So,theareas,whichare intendedforgeneralstorage,canbeusedtostoresuchfoodproducts,whicharenotsubjecttospecialrequirementsfortemperatureregime(flour,beverages,sugar,etc.).Insuchasituationitisadvisabletomakearedis-tributionofstorageareasprovidedthatnotonlyfood,butotherindustrialFMCGgoodswouldbe

Table4.Distributionofstorageareasbytemperatureconditions(foodandmanufacturedFMCGgoods)

No. Listofgoodssubjecttowarehousingandstorage

Conditionsofstorage Shareinthetotalvolumeofstorage,%

1 Fish Freezingstorage(–18°С) 17.2

2 Meat Freezingstorage(–18°С) 7.0

3 householdandindustrialgoods Commonstorage 7.4

4 Furniture Commonstorage 2.7

5 Cannedfood Coldstorage(2–4°С) 1.1

6 Vegetableoil Commonstorage 0.5

7 Paperandstationerygoods Commonstorage 0.3

8 Other Commonstorage 1.4

9 Equipmentandmachinery Commonstorage 13.8

10 Alcohol Commonstorage 9.7

11 Flour Commonstorage 5.5

12 Drinks,juices Commonstorage 4.2

13 Cerealsandpasta Commonstorage 2.9

14 Sugar Commonstorage 2.2

15 Salt Commonstorage 2.0

16 Grain Commonstorage 1.6

17 Fruitandvegetables Coldstorage(4–6°С),ventilation

11.5

18 Milkanddairyproducts Coldstorage(2–4°С) 9.0

storedthere,astheseproductsdonothavestrictstorageconditionsrequirements(Table4).Figure 7 more clearly shows the correlation ofstorage areas depending on the temperaturemodeofstorage.Wewould takeasabasis the latestversionofthestructureofthestorageareasdistributionbytemperatureregimes,anditmaybeconsideredas the most appropriate in terms of incomingcargo flows to Sakhalin, so most areas shouldbeprovidedforthegeneralconditionsofgoodsstorage, which do not impose any special re-quirementsonstoragetemperaturemode.Theshare of such areas can be up to 40% of thelogistics infrastructureareas.Themarkethasagreatneedinlow-temperaturestorageoffood,especially of fish and seafood, as well as im-portedmeat.AccordingtoFigure7thefreezersareamaybeaboutathirdofusablespaceofthewarehouseareas.

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Thus,theresultsofthemarketingresearchoftheregionaltransportandlogisticsservicesmarketsincludethedeterminationoftheparametersthatareneededtomakedecisionsabouttheappro-priatenessofthelogisticsbusinessinaparticularregion:

volumeandstructureofthecargoflows; current and projected capacity of the

transportandlogisticsservicesmarket; currentandpotentialdemandfortrans-

port and logistics services by individualconsumergroups;

seasonalfluctuationsindemandfortrans-portandlogisticsservices;

“growingpoints”,whichwillprovideanincreaseindemandforlogisticsservicesinthemediumterm;

existingwarehousingcapacitiesandpro-jectedones;

recommendedareasofthelogisticsinfra-structurefacility;

ratioofthestorageareasofthelogisticsinfrastructurefacilitybasedoncurrentandfuturecargoflows;

recommended range of transportationandlogisticsservices,whichwillbeneed-edinthemediumterm;

recommendedleveloftariffsfortranspor-tationandlogisticsservices,basedontheaveragelevelofprices,thatprevailinthemarket,andonconsumers'expectations,etc.

Theparametersmentionedaboveofthetrans-portandlogisticsservicesinquantitativeterms,receivedasaresultofthemarketresearch,areneededtodeterminetherevenuepartofthefi-nancialmodelofafeasibilitystudyforthecon-structionofregionalfacilitiesandlogisticsinfra-structureandallowtocalculatetheparameterssuch as economic efficiency, net present value(NPV),internalrateofreturn(IRR),paybackpe-riod,whichinitsturnmakesitpossibletomakeanobjectivedecisionaboutthedevelopmentofthelogisticsbusinessinaparticularregion.

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15.5%

13.5%32.5%

38.5%

Cold storage (4–6°С), ventilation

Cold storage (2–4°С)

Common storage

Freezing storage (–18°С)

Figure7.Structureofstorageareasdistributionbytemperaturemodes(foodproductsandFMCGgoods)