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The Strategic Maneuvering System for the Enterprises in Retail Trade to Create a New Market Space and Provide Its Economic Security
Chorna M. V., Buhrimenko R. M., Zonwire Austin

Chorna, Maryna V., Buhrimenko, Roman M., and Zonwire, Austin. (2020) “The Strategic Maneuvering System for the Enterprises in Retail Trade to Create a New Market Space and Provide Its Economic Security.” Business Inform 1:337–344.
https://doi.org/10.32983/2222-4459-2020-1-337-344

Section: Management and Marketing

UDC 339.13.012.42

Abstract:
The article is aimed at forming a system of strategic maneuvering for the enterprises in retail trade to create a new market space and provide its economic security in the future. Despite the wide range of positions presented in the scientific literature, the main issue on the formation of a comprehensive strategic instrumentarium and a clear methodical approach to its implementation in the activities of retail enterprises remains unresolved. The publication substantiates the feasibility of applying a dual approach to the formation of a strategy to build a non-competitive market space based the on strategies of focus and differentiation. Based on the range of «market lever» values, which reflects the enterprise’s need for market transformation, five main typegroups of strategic positioning of enterprise and the corresponding recommended strategies have been created. Given this positioning, a clear sequence of choosing strategic alternatives is proposed depending on the density of the market environment, and specific strategic actions have been developed for each group. Taking into account the uniqueness and priority of the free market space for competitive enterprises, a system has been developed to assess barriers to entry into the newly created market and provide economic security of the initiating enterprise based on market power indicators.

Keywords: consumer market, competition, blue ocean strategy, strategic transformation, strategic alternative, economic security.

Fig.: 2. Tabl.: 2. Bibl.: 15.

Chorna Maryna V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Economics of Enterprises of Power and Trade named after I. H. Berezhnyi, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Buhrimenko Roman M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics of Enterprises of Power and Trade named after I. H. Berezhnyi, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Zonwire Austin – Postgraduate Student, Department of Economics of Catering and Trade Enterprises named after I. H. Berezhnyi, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

List of references in article

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Shandrivska, O., Romanus, I., and Shandrivskyi, V. “Analysis of the Grain Market Problems in Ukraine Based on Logistics“. Visnyk Natsionalnoho universytetu «Lvivska politekhnika». Seriia «Lohistyka». 2016. http://science.lpnu.ua/slog/all-volumes-and-issues/volume-848-2016/analysis-grain-market-problems-ukraine-based-logistics
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Herasymenko, A. H. “Stratehichni bariery vkhodzhennia v rynok yak dzherelo rynkovoi vlady“ [Strategic Barriers to Entry a Market as a Seed of Market Power]. Ekonomichyi visnyk Donbasu. 2013. http://dspace.nbuv.gov.ua/bitstream/handle/123456789/123278/20-Gerasymenko.pdf?sequence=1
Chorna, M. V., and Hlukhova, S. V. Otsinka efektyvnosti innovatsiinoi diialnosti pidpryiemstv [Assessment of Efficiency of Innovative Activity of Enterprises]. Kharkiv: KhDUKhT, 2012.

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