Report on the study of the Strategy of development of retail companies in Russia 2010

 iss_2010_1.jpgThe purpose of research

The purpose of this study was to identify the types of strategic patterns that use the average of independent retailers Russia in marketing positioning, competition, internal operations and supplier relationship managemen

Scope of research
The study involved the retail segment of small and medium enterprises (SMEs) that define the strategic trends in the regional retail markets and a leading local independent companies. This retailers with annual revenues of $ 50-200 million, located in the same region and leading its business in cities with a population of 500-1000 thousand. or more. They are representative of independent local retailers Russia. They own about 33% of the retail market in Russia in the SME segment by number of stores. The study involved 31 retail company, each - a leader in the region, from Kaliningrad to Khabarovsk. The sample included 22 Russian cities with a combined population is one third of the total population of Russia.

Technique of research
On the basis of a strategic development model retailers «The Est» Research and development of independent retail companies in the UK have been selected key indicators. The indicators have been grouped into four categories: marketing positioning (10 indicators); business strategy and competition (14) operating strategy (20), relationships with suppliers (11). Each indicator was assessed by the owners or senior management of retail companies on a 7-point scale, where 7 & nd ash; very important one - it does not matter. To select a model strategies for each category was used factor analysis, principal component with maximization of the sample variance (varimax rotation).

Key conclusions: the fragmentation of buyers

After 5-7 years, the Russian retail business will enter a phase of slower growth. Retailers will be working in an environment that no longer are the old rules, and if the retail players will continue to focus on the "average" customer, then certainly lose ...

Key conclusions: The format is the critical factor

Considering that store format is a key factor for the formation of values​​, the buyer, to retailers requires special attention to changes in existing formats and new, to prevent them from "aging", otherwise the company may be in a "black hole." If we talk about the marketing strategies of positioning, most independent retailers (45%) adopted a strategy of high-quality service and convenient location (MPF1) ....

Key conclusions: Danger Zone

Most independent retailers formulate their strategy based on the combination of traditional factors: location, range, price level ... These factors are fundamental to the retail business, but use them only leads to the formation and implementation of the strategy of "copy» (me-too), and can not determine the success of a local retail company in the long run, as these factors - it's a competitive field of "large boys ", national and international retail chains ...