scholarly journals MARKETING PRICING POLICY OF RETAIL CHAINS

2021 ◽  
Vol 137 (3) ◽  
pp. 92-107
Author(s):  
LABURTSEVA Olena
Keyword(s):  
Retail Trade ◽  
Loyalty Programs ◽  
General Level ◽  
Strategic Positioning ◽  
Pricing Policy ◽  
Trade Networks ◽  
Methodical Approach ◽  
Logical Method ◽  
Theoretical Generalization ◽  
Retail Chains

Background. The problems of marketing pricing policy in the economic crisis caused by the COVID-19 pandemic are attracting more and more attention. In particular, there is a need for a theoretical generalization of the pricing practice of retail chains. Analysis of recent research and publications has revealed that theproblem of analysis of the practice of formation and implementation of pricing policy by retail chains in Ukraine is not solved. The aim of the article is to form a methodical approach to the analysis of marketing pricing policy of retail chains in the Ukrainian market, determining their price positioning, as well as tools for differentiating price proposals through promotions and loyalty programs. Materials and methods. Materials of 13 scientific works were used. Methods of calcu­lation of relative and average values were used to determine the price positioning of retail chains; comparison and grouping were used to systematize price promotions and loyalty programs; logical method was used to formulate conclusions about the peculiarities of marketing pricing of retail chains. Results. The essence and basic decisions of marketing pricing policy are consi­dered. A methodical approach to the analysis of the pricing policy of retail trade networks is proposed. The price positioning of the leading food retail chains, the features of their price actions and loyalty programs are determined. Conclusion. The pricing policy of retail chains is aimed at diversifying prices for the buyers in order to complicate competitive comparisons, but in the general level of pri­ces and tools for their differentiation there is a tendency to the strategic positioning of each chain.

scholarly journals Socio-economical aspect of retail trade networks in the region (on the example of the Kostroma region)

2021 ◽  
Vol 1 (10) ◽  
pp. 70-85
Author(s):  
Margarita I. Berkovich ◽  
◽  
Makar N. Ermolaev ◽  
Keyword(s):  
Mobile App ◽  
Retail Trade ◽  
Loyalty Programs ◽  
Local Market ◽  
Regional Trade ◽  
Pricing Policy ◽  
Trade Networks ◽  
Wide Range ◽  
Retail Prices ◽  
Economical Aspect

The article examines the state of network retail trade carried out by federal and regional trade enterprises and its role in the economy of a particular region of Kostroma region. The role of this type of economic activity revealed in the socio-economic system. The most important feature is plurality of trading formats. The aggressive nature shown of the activities federal retail networks. It manifested in a significant growth in retail outlets of these structures. The main directions of attraction are a wide range of products, flexible pricing policy, use of modern technologies, expansion of loyalty programs, including the use of mobile app. The specific of the positioning have been determined for Magnit, X5 Retail Group and LENTA. Competitors to federal retail networks are several trading enterprises of Kostroma networks retailers. They continue to develop dynamically by opening shops not only in regional cities, but also in neighboring regions. Moreover, each of them has a certain strategy focused on a specific segment of consumers. The regional trade networks cooperation with local producers. It allows them to compete with federal retail networks. A comparative analysis of retail prices carried out for socially significant food and non-food products, which made it possible to assess the degree of attractiveness of the services of retail trade networks, federal and regional levels. The experience of the introducing modern formats of trade services for buyers has been summarised by federal and local market. The main directions of improving trade has been established by regional players.

scholarly journals Involvement of personnel in retail trade networks and its development

2020 ◽  
pp. 42-50
Author(s):  
Svitlana Leskova
Keyword(s):  
Staff Development ◽  
State Standards ◽  
The State ◽  
Retail Trade ◽  
Team Work ◽  
Retail Sales ◽  
Trade Networks ◽  
Retail Chains ◽  
Trading Network ◽  
Staff Involvement

Purpose. The aim of the article is to substantiate the importance of staff involvement for its development, as well as to identify factors that affect staff involvement and its competence in retail chains. Methodology of research. The following methods of research are used in the paper: systematic and structural analysis allows exploring current approaches to the involvement of employees in retail sales networks and discovering its importance for staff development. The State Standards of Ukraine became the normative and legal framework for the study. Findings. The study found that the staff of the retail trade enterprise is a significant resource, and how it serves to consumers depends on the effectiveness of the retail sales network as a whole. The definition of the term "involvement" is systematized. The factors of involvement of the personnel are distinguished as following: recognition of the personnel value, giving the opportunity for personnel development and career development, recognition of achievements, giving the opportunity to participate in making decisions and take responsibility, promotion of team work, trust and reputation of the enterprise. The analysis of the State Standards of Ukraine is carried out, which shows the importance of staff involvement and its competence to ensure the quality management system of the enterprise. It is established that SSU ISO 10018: 2015 determines the necessity of applying a strategic process approach in involving personnel and its competence. The analysis of information on the staff involvement and development of personnel in the retail trade networks “Novus”, “Leroy Merlin Ukraine”, “Collin's” operating in the territory of Ukraine, as well as the American trading company “Wal-Mart”. Originality. A model of the staff involvement and development process is offered. Unlike the existing ones it promotes employee involvement and encourages them to continuous development, which, in its turn, increases the productivity and competitiveness of the trading network in the domestic market. Practical value. The factors that affect staff involvement and development are summarized. An algorithm for the process of staff involvement with proposals for possible implementation in retail chains is developed. Key words: staff involvement; involvement; staff development; retail sales networks; factors; State standards of Ukraine.

scholarly journals Regional features of development of retail in the Republic of Belarus

2019 ◽  
pp. 63-72
Author(s):  
Nikalay S. Sheleg ◽  
Pavel L. Belakhvost
Keyword(s):  
Terms Of Trade ◽  
Retail Trade ◽  
Modern Trend ◽  
Trade Networks ◽  
Regional Features ◽  
Territorial Structure ◽  
Geographical Expansion ◽  
Retail Chains ◽  
The Republic ◽  
Trading Networks

A geographical analysis of the distribution of trade networks in the administrative districts of Belarus is given in the article. An assessment of the attractiveness of the regions of the country for retailers, incl. retail trade. The geographical structure of the largest retail trade network has been revealed. The dominance of individual retail chains in the segments of the sale of goods was determined. It has been established that the most developed regions in terms of trade are the largest cities and districts in terms of population and turnover. The modern trend of geographical expansion of trade networks in small and medium-sized regions of Belarus was noted. On an example of the largest trading networks the diffusion of expansion of trading territories is shown. The conclusion is drawn that, given the existing territorial structure, the development of new trade networks in most regions of the country is currently difficult and limited.

scholarly journals Problems of Competitiveness of Small Forms of Food Retail in Lviv

2021 ◽  
Vol 2 (517) ◽  
pp. 315-322
Author(s):  
O. V. Kryveshko ◽  
◽  
G. S. Kunditskaja ◽  
Keyword(s):  
Retail Trade ◽  
Loyalty Programs ◽  
Retail Stores ◽  
Competitive Advantages ◽  
Food Retail ◽  
Pricing Policy ◽  
Product Range ◽  
Advantages And Disadvantages

The article discusses the defining competitive advantages of food retail stores. It is defined that the competitive advantages that determine the level of competitiveness of production and trade enterprises do differ. The main competitive advantages of trading enterprises are their location, product range, pricing policy and quality of service. As a result of the analysis of the trade infrastructure of the city of Lviv, it was concluded that there were problems in shaping the competitiveness of small forms of retail trade in food products, which are associated with the active development of national retail chains and the emergence of international trade operators in the market. The classification of stores by the signs of the size and territory of the girth was carried out. The peculiarities of their competitive advantages are determined. It is identified that the emergence of networks of the latest large formats of stores with the possibility of purchasing goods at lower prices was a threat to the functioning of traditional stores «close to home» and the reason for the decrease in their number. A comparative analysis of advantages and disadvantages of small forms of retail and large retail is carried out. The main competitive advantages of small retail stores are the proximity of the location to the buyer and trusting relationships with regular customers. The price, product range and possibilities of implementing loyalty programs are identified as the main strategic competitive advantages of large store formats. The emphasis on these advantages makes it possible to effectively manage the competitiveness of retail.

scholarly journals HOTEL FOR PHOTOTOURISTS - A MODERN TREND IN THE HOSPITALITY INDUSTRY

2019 ◽  
pp. 10-16
Author(s):  
Iryna Oleksandrivna Kalienik ◽  
Olena Bronislavivna Shydlovska ◽  
Tetiana Ivanivna Ishchenko ◽  
Viktor Fedorovich Dotsenko
Keyword(s):  
Comparison Method ◽  
Practical Significance ◽  
Modern Trend ◽  
Structural Method ◽  
Pricing Policy ◽  
Tourism Product ◽  
Tourism Sector ◽  
The World ◽  
Logical Method ◽  
Literary Methods

Purpose. To consider the concept of “phototourism”, to find out its essence and difference from other special types of tourism, to characterize its classification features. To reveal the prerequisites for its development in Ukraine to increase the tourist attractiveness of the country. Methods. For research, methods such as system-structural, abstract-logical, analysis, synthesis, generalization, observation, comparison were used; classification and literary methods. The system-structural method was used to assess the possibility of the existence of domestic hotels that will be able to provide photo tourists with services such as renting specialized photo equipment, workshops on using cameras, organizing photo tours and others. Thanks to the abstract-logical method, the theoretical aspects of the development and functioning of phototourism in Ukraine were revealed. The comparison method was used to evaluate the pricing policy of digital and film cameras. Results. The classification of photo tours and the specific features of phototourism, which distinguish it from other types of tourism, are given. The main trends in the development and popularization of phototourism in the world and Ukraine are investigated. Foreign photo tours and their specifics are analyzed. A survey was carried out among the population of Ukraine about their interest in hotel enterprises that can provide services for phototourists, organize tours and offer specialized photographic equipment for rent. A comparative assessment of the pricing policy of various types of photographic equipment is provided, which can be used in phototours organized by a hotel company specializing in phototourism. The innovative aspects of phototourism, which can be used in practice in the domestic hotel business, are analyzed. The given examples of such phototouristic regions as Cherkasy, Carpathian, Transcarpathian and Chernigov, which testify to the potential of Ukraine as a country that has the opportunity to expand its tourism market. Scientific novelty. Scientific novelty lies in substantiating the feasibility of creating a hotel for phototourists in Ukraine, as a new way to popularize phototourism in the hotel industry of the country. Phototourism with the use of film cameras is the newest direction in the tourism sector not only in Ukraine, but throughout the world. The practical significance lies in the fact that the popularization of phototourism can bring the industry to a qualitatively new level in the formation of tourism offers and contribute to the creation of a modern competitive tourism product.

scholarly journals RETAIL NETWORKS AS A PLACE OF PURCHASE – THE EXAMPLE OF LARGE CITIES IN POLAND

2019 ◽  
Vol 18 (3) ◽  
pp. 101-110
Author(s):  
Bogdan Sojkin ◽  
Magdalena Ankiel
Keyword(s):  
Retail Trade ◽  
Research Institutions ◽  
Large Cities ◽  
Gender And Age ◽  
Purchasing Behaviour ◽  
Retail Chains

The article presents the results of the study investigating the purchasing behaviour of the residents of six large Polish cities (Warsaw, Wrocław, Katowice, Poznań, Białystok, and Gdańsk). Specifically, the study concentrates on the consumer shopping preferences with regard to grocery retail chains, pointing to the general differences and similarities, as well as gender- and age-specific tendencies. The study was conducted between 2016 and 2017 among 1970 respondents. This article also presents data from various reports of the research institutions from Poland and Europe: PMR, Nielsen, Ronald Berger, Euromonitor International, GfK Polonia. Despite problems with their comparability, they multidimensionally reflect the discussed issues that relate to the functioning of Polish retail trade, and they indirectly point to the purchasing behaviour of residents of Polish cities.

Formation of the cost structure for bakery products in the format of economic cooperation with partners

2020 ◽  
pp. 74-81
Author(s):  
L. Golovina ◽  
E. Yurkov
Keyword(s):  
Cost Structure ◽  
Production Costs ◽  
Bakery Products ◽  
White Bread ◽  
Pricing Policy ◽  
Financial Condition ◽  
Retail Chains ◽  
The Cost ◽  
Baking Industry

The article examines important problematic issues of domestic bakery production. On the example of one of the bakeries of the Orel region, the changes in the list of production costs for the production of white bread for the period 1999-2019 are analyzed. The article discusses the benefits for the baking industry of canceling the return of unrealized bread from commercial enterprises. The reasons for the deterioration of the quality of wheat flour and white bread in the country's retail chains are considered. The problem of increasing the profitability of bakery production due to changes in the pricing policy is touched upon. The conditions for improving the financial condition of bakery enterprises, as well as the possibility of attracting investment in the industry, are considered.

scholarly journals Private Label as a global trend of food networks for pricing policy optimization (case study of St. Petersburg)

2020 ◽  
Vol 74 ◽  
pp. 04007
Author(s):  
Elena Gregova ◽  
Victor Dengov ◽  
Irina Tulyakova ◽  
Azer Mustafaev
Keyword(s):  
Economic Recession ◽  
Private Label ◽  
Food Chains ◽  
Pricing Policy ◽  
Global Trend ◽  
New Models ◽  
Retail Chains ◽  
Policy Optimization ◽  
Families With Children

The practice of creating Private Label by large food chains is a global trend. Such international and Russian retailers as Auchan, SPAR, Prisma, Okay, Lenta, etc. have these products of their own brand. However, this marketing policy is not used by all the players in this market. In the conditions of a protracted economic recession that began in Russia in 2014, even such a seemingly stable sector of the economy as grocery retail faced a decline in its trade. The main reason for the current situation is, of course, a significant, more than 15% in 5 years, fall in real disposable incomes of Russian households. At the same time, for certain groups of households (families with children, single pensioners, etc.), the poverty is still much higher. In such households, expenses for food take significantly more than half of their incomes. The heightened competition of retail chains for a shrinking budget of buyers pushes them to search for new models of pricing policy. This article explores the possibility of using the practice Private Label by food chains.

Assessment of the Impact of State Regulation of Retail Trade Networks Development on the Wholesale Sector

2020 ◽  
Vol 9 (3) ◽  
pp. 775
Author(s):  
V.P. CHEGLOV ◽  
S.V. MKHITARYAN ◽  
L.A. DANCHENOK ◽  
O.V. RYKALINA ◽  
T.A. TULTAEV
Keyword(s):  
Distribution System ◽  
Global Economy ◽  
Transition Economy ◽  
State Intervention ◽  
State Regulation ◽  
Retail Trade ◽  
Negative Consequences ◽  
Trading Systems ◽  
Retail Chains ◽  
The Impact

The article is dealing with the issues of state regulation of the consumer market, where the interests of producers, wholesale intermediaries, and retail trade are traditionally encountered. The authors consider the features of state regulation of the formation and development processes of multi-object and omnichannel trading systems in Russia in the context of the country's entry into the global economy, the opening of the domestic market for foreign business structures, and commodity imports in a situation with a small business that is not fully established. The results of the conducted study complement the experience of the international community in regulating system formation in trade. The article analyzes significant differences in the state intervention mechanisms in the economic relations of retail chains and their suppliers, as well as the impact of stricter legislation on wholesale trade, and its place and role in the commodity distribution system. The authors prove that excessive regulation of the retail market causes negative consequences in its adjacent segments, justify the upcoming redistribution of the market between large retail chains and specialized wholesale companies in favor of the former ones, show the development prospects of the distribution, and the impact of this process on small retail businesses, as well as formulate proposals for optimizing approaches to regulating the transformation of the trade sector in the transition economy.

Trade business. Economics and management of retail chains

2020 ◽  
Author(s):  
Vyacheslav Cheglov
Keyword(s):  
Retail Trade ◽  
Theory And Practice ◽  
Academic Disciplines ◽  
Federal State ◽  
Large Network ◽  
Business Economics ◽  
Wide Range ◽  
Retail Chains ◽  
Retail Trading ◽  
State Educational

The textbook summarizes the author's twenty-year experience in such large network trading companies as Klass, PFC BIN, and X5 Retail Group. It is written in accordance with the curriculum and educational and methodological complex for the discipline "Economic activity of retail chains", which is part of the cycle of academic disciplines of the master's program "Organization and technology of trade business", direction "trade business". Covers a wide range of issues related to the theory and practice of network retail enterprises. Introduces readers to the forms of network business organization in retail, modern formats of retail trade, the organization of the trading process on the network principle and its features, current regulatory legal acts regulating the activities of network retail companies. Meets the requirements of Federal state educational standards of higher education of the latest generation. For students of economic and trade universities, students of universities and training centers of retail trading companies, managers engaged in retail.

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