Особливості розробки маркетингової стратегії торговельного підприємства

The article is devoted to the study of the features of developing a marketing strategy of a trade enterprise in modern conditions. The role of marketing in the formation and strengthening of a brand of a trade enterprise is analyzed. It is studied that marketing helps an enterprise to study the market and consumers; to form competitive advantages; to attract and retain customers; to increase sales volumes and profits; marketing helps to optimize pricing and assortment management; to develop a brand; to adapt to changes; to implement a marketing concept in the activities of a trade enterprise, etc. The marketing concept of the development of trade enterprises is outlined. It is argued that the main goal of a trade enterprise's marketing strategy is to create a sustainable competitive advantage in the market and ensure the long-term success of the business. It is determined that a marketing strategy helps an enterprise to determine the target audience; to formulate a unique value proposition; to choose effective marketing channels; to analyze the competitive environment; set clear marketing goals and key performance indicators; allocate a marketing budget. It is established that the formation of a marketing strategy for a trading enterprise is an important process that determines the direction of the enterprise's activities in the market, ensures its competitiveness and profitability. It is studied that the features of the formation of a marketing strategy consist in the need for a deep analysis of the market, the competitive environment and the needs of the target audience. It is noted that it is important to take into account the specifics of the goods or services offered by the enterprise, as well as its internal capabilities and resources. It is proved that an effective marketing strategy must be flexible and adaptive to changes in the market situation, must involve the use of various marketing tools, such as advertising, PR, sales promotion to achieve the set goals. It is substantiated that the successful implementation of a marketing strategy requires constant monitoring and assessment of its effectiveness, which allows timely adjustment of actions and improvement of marketing activities, ensuring stable development and growth of the trading enterprise.