Визначення напрямів розвитку конкурентних переваг вітчизняного ритейлу в умовах євроінтеграції

Abstract

Визначено напрями розвитку конкурентних переваг вітчизняного ритейлу в умовах євроінтеграції за категоріями: «продукція», «охорона навколишнього середовища», «мотивація і кваліфікація співробітників», а також надано їм характеристику.

Studying of competitive advantages, which are a reason of prosperity of some domestic enterprises, as well as misfortunes of other domestic enterprises of retail trade, becomes the main demand concerning their strategic management. Therefore, in conditions of a turbulent economic situation, identification and support of competitive advantages more often becomes a key priority of strategic management of enterprises. In order to have a decent standard of competitiveness, the Ukrainian retail has a necessity in modernization and reviewing of concepts, appeared due to change in needs and buying’s mood of visitors, as well as new tendencies in this sphere. Main goal of this research is determination and concretization of directions of competitive advantages’ development of domestic retail in conditions of European integration. In a sphere of retail, there exist a lot of competitive advantages, but in this research the most important ones, the ones that are formed under conditions of implementation of European Union Agreement, the actions of which are directed towards commitment to society and environment are defined. Let’s allocate three directions of development of competitive advantages according to categories. The first direction includes the category “Production”, namely: safety and quality of products; rich and selected range of products; criteria of selection of suppliers and preparation of suppliers. The second one is “Environmental Protection”: waste treatment and effectiveness of usage of resources; application of energy and carbon emissions; application of packaging and innovative approaches to packaging. The third one – “Motivation and Qualification of Personnel”: recruitment and motivation of co-workers; health and safety at work; recruitment of appropriate personnel (new workers); partnership with professional schools and universities; social benefits. Consideration and support of competitive advantages by enterprises of retail trade has to become a key priority of their strategic management that will allow, on this basis, to develop an effective strategy of development under conditions of European integration, implementing existing in the country material, financial and human resources.