DOI: https://doi.org/10.21847/1728-9343.2016.5(145).82904

Formation of competitive strategies of enterprises development of retail sale in the institutional environment

Iryna Budnikevych, Iryna Cherdantseva

Abstract


The article regards the possibilities of implementing modern approaches to formation of development strategies of retail sale enterprises with account to influence of institutional environment which is oriented to use of marketing tools while elaborating the principles of retailers' adaptation to changing market conditions.

It considers the essence of retail sale concept which is a consequence of transformation of consumer oriented marketing concept and consists of four elements - consumer orientation, coordinated activities, value orientation, aspiration to acquire the goals. Special attention is accentuated to the fact that the concept is understood but not all the retail sellers: they do not perceive changes or simply copy the strategies used by their competitors; they do not aspire to investigate the advantages of consumers, study their opinions, and wishes, and completely rely on the suppliers' reports or their previous experience of sales.

The conclusion is drawn that a retail company can rely on success if its competitive advantages correspond to the possibilities of environment where it has to act; if it manages to eliminate (or at least minimize) its weaknesses; if its plans are not only directed to the future and also take into account previous experience. Use of marketing concept in retail sale is possible with shifting of main accent to such notions as general impressions of consumers from the retail company, service to consumers and relationships oriented retail sale.

Main trends of market development of Ukrainian retail sale (significant shortening of sales in the majority of segments of retail sale in the majority of segments of retail sale; raise of percentage of non-organized trade (53%) are revealed, conclusion is made about presence of negative trends determining the strategies of retail sale operators. The reasons of decrease for different segments of retail sale market are determined: in the "premium" segment - fight for parts of market among competitors, in "medium" segment shift of 70% of consumers to the segment "medium minus". The conclusion is drawn that retail cooperative networks have to operatively change the assortment, price and distribution policy.

Principles of work of new retail sale operators are described; entering the market as innovators they gradually shift to traditional "medium, typical" schemes of work. It is determined that retail companies presented at the Ukrainian market must aspire to create and sustain the long-term relationships with their clients, and not behave like each next purchase in their shop is performed by a completely alien person to them.

The conclusion is draw about the necessity of value orientation (invention and service of additional, unique usefulness for consumers) of long-term strategies of retail sale enterprise development. It is established that only strict positioning of unique usefulness that will be found by a consumer in a given shop will become the basis of his long-term purchase loyalty and will provide sustainable functioning of a retail company even with negative tendencies at the market; and orientation exclusively towards price proposal will stimulate consumers to constant search of new "price temptations" in other retail points and will again launch the "wheel" of retail sale with other players.


Keywords


institutional environment; development concepts; retail sale; marketing tools; retail sale development strategies; retail sale market

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