STRATEGIES OF INTERNATIONAL RETAILERS
https://doi.org/10.21686/2413-2829-2017-3-120-126
Abstract
In strategic management such well-known models as Porter five powers, Porter competitive strategies, Ansoff matrix have been used for decades. This article adapts models of strategic management to retail. After the example of international retailers the author shows which strategies are used to attain global success. The impact of Porter five powers on industry was assessed. Store formats were provided and the author identified which strategies they correspond to: differentiation, focusing and cost leadership. Examples of strategies on Ansoff matrix that are used by retailers were shown. Two types of pricing strategies, i. e. EDLP and high-low were analyzed.
About the Author
Daria K. Popenkova
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
PhD, Senior Lecturer of the Department for Trade Policy of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
References
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Review
For citations:
Popenkova D.K. STRATEGIES OF INTERNATIONAL RETAILERS. Vestnik of the Plekhanov Russian University of Economics. 2017;(3):120-126. (In Russ.) https://doi.org/10.21686/2413-2829-2017-3-120-126
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