RETAIL IN TODAY'S COMPETITIVE ENVIRONMENT: ANALYSIS OF TRENDS AND TENDENCIES

Retail trade in Ukraine is one of the most competitive economic sectors, constantly evolving under the influence of macroeconomic factors, changes in consumer behavior, and technological advancements. This article provides a comprehensive analysis of the competitive environment in the retail industry, examining key market trends and strategic approaches of major players, including ATB-Market, Silpo, Auchan, and Novus. The study explores the impact of pricing policy, assortment, advertising, and store location on the competitive positioning of each company, as well as identifying major marketing challenges and opportunities for future growth. Special attention is given to the use of competitive benchmarking methodology as a tool for assessing market positions and comparing the effectiveness of business strategies. The analysis of marketing approaches reveals that modern retailers actively implement Big Data, CRM systems, SMM, and targeted advertising to enhance their competitiveness. Additionally, consumer segmentation by income level, geographical location, and behavioral characteristics is explored, enabling more effective strategy adaptation for different audience groups. The article summarizes key challenges faced by retail operators, including the growing share of online commerce, competition from discount stores, logistics difficulties, and shifting consumer preferences. Possible directions for improving Novus’ marketing strategy are outlined, such as developing loyalty programs, optimizing pricing policies, enhancing ad personalization, and expanding the private label assortment. This approach ensures that retailers remain agile and responsive, ultimately fostering customer loyalty and sustaining competitive advantage in an ever-changing market landscape. Retailers must also continuously innovate and adapt to the fast-paced digital environment to thrive. Analysis of the competitive environment in Ukrainian retail demonstrates that the market is dynamic and highly competitive, and its development is driven by factors such as changes in consumer preferences, economic instability, the development of digital technologies and the adaptation of business models to new realities. Despite differences in approaches, all retailers are called upon to respond to growing challenges, including increasing costs of state logistics, increased regulation and the transition of buyers to omnichannel consumption models. In conclusion, maintaining a deep understanding of market dynamics and consumer needs will be crucial for retail companies to not only survive but also flourish in the competitive landscape. By leveraging emerging technologies and aligning their strategies with consumer expectations, these businesses can enhance their market position.