BUSINESS INFORM №10-2015

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33

Section: Economics of Trade and Services
UDC 658.87
Zhehus O. V., Sobolev V. L.
A Strategic Analysis of the External Factors Influencing the Development of Retail Trade (p. 198 - 203)
The article is aimed at determining the influence of external factors on the development of retail trade enterprises, with this purpose we have chosen strategic analysis as contemporary management tool. Taking into account specifics of retail trade, groups of factors were defined for evaluation using the proposed methodical tools. The carried out analysis along with generalization of the statistical, regulatory, reference data, analytical information, use of methods for logical analysis, determination of cause-effect relationships, assessment of trends, correlation analysis, consideration of situation, all these measures helped to assess the degree, direction of impact, rate of change for each of the selected factors as well as groups of factors in general. The economic, market, socio-demographic, political-legal, scientific-technical, environmental and cultural factors have been analyzed. A negative dramatic impact from the part of the macro-environment factors on functioning of retail trade enterprises has been identified, caused by presence of significant threats from economic, socio-demographic and political factors. It has been specified that even in the current systemic crisis occur prospects and market development opportunities for retailers, because of the significant potential of the internal consumer market. A necessary prerequisite for stabilization and further development of retail trade enterprises is the proper informational support of managerial decision-making together with improving the efficiency of marketing efforts.
Keywords: retail trade, strategic analysis, macro-environment factors, assessment of impact of the macro-environment factors
Fig.: 2. Tabl.: 2. Formulae: 6. Bibl.: 10.

Zhehus Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Sobolev Volodymyr L. – Postgraduate Student, Department of Marketing and Commercial Activities, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Zhehus, Olena V., and Sobolev, Volodymyr L. (2015) “A Strategic Analysis of the External Factors Influencing the Development of Retail Trade.” Business Inform 10:198–203.

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