Стратегія забезпечення конкурентоспроможності підприємств ритейлу: сутність і складові

Abstract

Обґрунтовано сутність і змістові складові забезпечення конкурентоспроможності, визначено його етапи як циклічного процесу. Систематизовано стратегічні дії відповідно до кожної складової циклу забезпечення. Визначено специфіку забезпечення конкурентоспроможності підприємств роздрібної торгівлі. Уточнено суть стратегії забезпечення конкурентоспроможності, її мету, завдання та етапи побудови. Запропоновано структурно-блочну схему формування стратегії забезпечення конкурентоспроможності підприємства роздрібної торгівлі.

A number of approaches to competitiveness understanding are identified on the base of modern scientific literature study. The most appropriate approaches to understanding this concept are highlighted on the base of the main principles of competition theory and its specific manifestations. As a result, the essence and fundamental characteristics of retailers’ competitiveness are determined. The fundamental role of competitive advantages in determining competitiveness is proved and their essence is specified. The objective of use the term «provision» instead of the term «improving» for forming and maintaining stable market position is proved. The absence of unified position among scientists about the essence of the security definition and clarifying its essence on the base of logical and morphological analysis is identified. The concept of «competitiveness providing» is formed on the base of the process-oriented approach to understanding the term providing. Generalizing the theoretical approach to determining competitiveness and its composition, as well as understanding the concept of providing symbiosis from the point of view of process, systemic and cyclical approaches, a step-by-step cycle competitiveness providing is formed, which implies certain strategic actions at each stage. Strategic actions are systematized by each component of the competitiveness cycle and clearly defined for specifying their strategic actions. The content focus of each group of strategic actions and the degree of their manifestation during the competitiveness cycle makes it possible to determine its functional components. The composition of each component of the strategy creation process is specified on the base of interpretation the classical approach to understanding the strategy of the enterprise to the peculiarities of competitiveness providing in retail enterprises. The competitiveness strategy goal and corresponding goals, rules and overall program of action in the strategy formation process are determined. The logical adaptation of these elements to the author’s conclusions from the competitiveness theory allowed specifying and detailing each stage of strategy formation. As a result, the strategy formulation scheme for the retail businesses provision, which contains clear meaningful stages and structural and logical blocks is proposed.