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A Strategic Analysis of the External Factors Influencing the Development of Retail Trade
Authors: Zhegus O. V., Sobolev V. L.
Number of views: 351
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.