Marketing strategies of the European retail chains in Ukraine

Economic Annals-ХХI: Volume 158, Issue 3-4(2), Pages: 43-47

Citation information:
Kudyrko, L., & Sevruk, I. (2016). Marketing strategies of the European retail chains in Ukraine. Economic Annals-XXI, 158(3-4(2)), 43-47. doi: https://doi.org/10.21003/ea.V158-10

Liudmyla Kudyrko
PhD (Economics),
Professor,
Kyiv National University of Trade and Economics
19 Kyoto Str., Kyiv, 02156, Ukraine
l.kudirko@ukr.net

Iryna Sevruk
PhD (Economics),
Assistant Professor,
Kyiv National University of Trade and Economics
19 Kyoto Str., Kyiv, 02156, Ukraine
sevruk_irina@ukr.net

Marketing strategies of the European retail chains in Ukraine

Abstract. The purpose of the article is to analyse the approaches to the development and implementation of marketing strategies of the European retail chains (ERC) in the grocery market in Ukraine and to systematise them under the relevant classification criteria. The practice of implementing marketing strategies of ERC in Ukraine is exposed. It is defined that marketing strategies of ERC are influenced by factors of strategic and tactical character according to the objectives and the resource base of the retail chain through a variable combination of the «global centre» and polycentrism approaches. The logic synthesis and systematic approach methods are used to identify the role of marketing strategies in enhancing the competitive advantage of ERC in Ukraine. The statistical and matrix methods are used to evaluate the ERC status by BCG experts’ approaches. The method for systematic synthesis is used to reveal the economic and social effects of the implementation of marketing strategies of ERC on the trade development in general and the supply chain participants, including small and medium businesses. The perspective direction for further research is to identify a conflict of interests at the level of society, national small business and powerful trade chains, which arises as a result of the implementation of strategic programs of ERC in marketing, serving as a catalyst for innovation development of production companies and trade sector in general, but at the same time causing pressure on local suppliers, creating conflicts within links of «resident producer – non-resident retailer».

Keywords: Retail Chain; Marketing Strategy; Global Strategy; Innovation in Trade; Polycentrism

JEL Classification: F19; F20; М31; L81

DOI: https://doi.org/10.21003/ea.V158-10

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Received 7.02.2016