DEVELOPMENT OF MEASURES TO MAINTAIN THE STRATEGIC INVULNERABILITY OF RETAIL ENTERPRISES

The article considers the issues of ensuring strategic invulnerability of retail enterprises in a highly competitive environment. Based on the analysis of the internal and external environment of OOO Semya, Oktyabrsky District, Rostov Region, engaged in retail trade in food products, beverages and tobacco products, a concentrated growth strategy is proposed aimed at expanding the product range, quickly responding to market requirements and changes in consumer demand. The activities that constitute the sphere of tactical planning are outlined: attracting new categories of buyers through market segmentation and expanding the product range. In connection with the increase in the number of military personnel in the Rostov Region, it is proposed to segment the food market, identifying a new category of buyers - "military personnel", and to master the sales of army dry rations and canned meat. The range and composition of dry army rations of the manufacturer IRPTORG are studied. Recommendations are given for the purchase and placement of products in the sales area. The necessity of advertising events to increase sales volumes of new products for OOO Semya is substantiated. Radio advertising is proposed as the most accessible means of obtaining information for military personnel. In order to meet the population's needs for food and alcohol, it is proposed to expand the range of the company's products by starting to sell draft beer in kegs, concluding an agreement for the supply of products from the Bavaria brewery with the distributor Pegas. The costs of purchasing three types of beer, PET bottles, the cost of sold products and additional profit from sales are calculated.