Approaches to the formation of marketing strategies at retail enterprises

Abstract

The study examines contemporary approaches to the formation of marketing strategies at retail enterprises under conditions of digital transformation, changing consumer behavior, and increasing competition. A marketing strategy is considered as a system of interconnected managerial decisions concerning target market selection, value proposition development, positioning, assortment, pricing, distribution channels, marketing communications, and customer service. The market-oriented, resource-based, competitive, and customer-oriented approaches to strategy formation are systematized. Particular attention is paid to customer value, customer experience, competitive advantages, and Customer Lifetime Value (CLV). It is substantiated that an effective retail marketing strategy should ensure the alignment of four interrelated strategic dimensions: market opportunities, customer value, resource potential, and competitive position. Digitalization and omnichannel retailing are considered as important instruments for implementing the selected strategy and strengthening interaction with customers.