Abstract
The article considers approaches to the essence of the strategy of development of a trading enterprise. All enterprises strive to conduct their economic activities effectively, maintaining at the same time step-by-step development and ensuring competitiveness. Depending on their business goals and the availability of resources, enterprises formulate and implement various strategies for competitive development. However, they often do not take into account the actuality of consumer markets and market factors that have a significant impact on the implementation of development strategies and the effective functioning of economic entities. Many business entities, including trading companies, operate in consumer markets, where the emphasis is also placed on appropriate strategies based on the level of competition, consumer segments and their paying demand, as well as on the efficiency of resource use. In the conditions of increased competition in the consumer market, the variability of the economic environment and the negative influence of external factors, there is an urgent need to improve the mechanisms for the formation and implementation of strategies for the development of trade enterprises. Based on the study and systematization of the main approaches to the process of strategy formation, attention is focused on the main stages of development and implementation of the strategy of a trading company and its characteristics are presented. The authors see potential for further research to improve methodologies for developing and implementing strategies for trading companies. Developing a trading company's strategy requires considerable effort to process a variety of information using the latest methods of analysis, planning and forecasting. Against this background, the organization of the development strategy formation process is becoming more and more important. The mechanisms of formation and implementation of strategies for the development of trade enterprises are characterized by a functional orientation aimed at the development and selection of optimal strategies. A further perspective of development is the study of competitive advantages of trade enterprises as a means of effective implementation of the development strategy.
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