MARKETING DIAGNOSTICS OF THE RETAIL PRODUCT ASSORTMENT IN A COMPETITIVE ENVIRONMENT

Abstract

The article is devoted to the marketing diagnosis of the product assortment in retail in the conditions of fierce competition. The study was conducted on the example of the "ATB Market". For the purpose of analysis in a competitive environment, retail was characterized in comparison with other retail enterprises: "Varus" and "Silpo". The breadth, completeness, novelty, stability, structure and harmony of the assortment were analyzed. As a result, it was found that, for example, the assortment of dairy products in "ATB" has a smaller breadth and completeness of the assortment than in "Varus", but the coefficient of renewal and stability of the assortment is better. "ATB Market" has a limited number of product manufacturers. Retail has a mixed assortment: toys, food, household goods, drinks, etc. In order to identify the most important, important and not particularly important positions, an ABC analysis of the "7 days" category was conducted. As a result, it was concluded that goods of group A ("Dishes and accessories for the kitchen" and "Hobbies and sports") bring the most profit to retail, and goods of group C - (especially haberdashery, lighting, decor and interior) the least. A comparative characterization of the use of promotions and advertising in retail was carried out. "ATB Market" and "Silpo" actively use various promotional offers. The researched retail actively conducts advertising activities using its various types: commercial, social, virtual, real, hidden, stimulating, social, comparative, informative advertising and others. The use of merchandising in retail is analyzed. Compared to ATB, "Varus" has a better location of products, a larger number of manufacturers and a smaller number of "faces" of one brand in the window. A comparison of innovations in retail was made. "ATB Market" actively uses innovations in its activities and is considered a leader in the implementation of modern client services.