Report on the study of the Strategy of development of retail companies in Russia 2010
The 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
Technique of research
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 ...