Formation of the marketing strategy of retail enterprises

Abstract

The study examines the theoretical foundations and approaches to the formation of marketing strategies for retail enterprises, taking into account market opportunities, internal capabilities, competitive position, and strategic objectives. The distinction between marketing strategy formation and its implementation is substantiated, and the main stages of strategic decision-making are systematized. Particular attention is paid to strategic analysis, formulation of marketing objectives, evaluation of strategic alternatives, competitive positioning, development of the marketing mix, and resource support. The principal strategic alternatives for retail enterprises, including market penetration, market development, product development, differentiation, and specialization, are considered. A structured and cyclical sequence for marketing strategy formation is proposed. It is emphasized that an effective strategy should combine a stable long-term strategic direction with sufficient adaptability to changes in the external environment.