Research and systematization of specific expressions of the adaptation of retail trade enterprise

Abstract

The object of research is the process of systematization of specific manifestations of the retailer adaptation. The responsiveness of the retailer to various changes in the external environment requires flexibility and adaptability in making various management decisions and is determined by its adaptation potential. One of the most problematic places is the identification of specific types of adaptation for enterprises in the trade sector. Systematization of the specific manifestations of the adaptation of an enterprise is complicated by the lack of a single view in the economic literature, which hampers the process of forming an effective adaptation policy in commercial enterprises.The analysis of existing approaches to the classification of types of adaptation. The main accents of adaptation of business structures are defined. The main specific manifestations of the adaptation of the enterprise are systematized and characterized. Expanded criteria for the enterprise adaptation by introducing additional ones: according to the level and degree of planning, if necessary, investment support and according to the degree of recoupment of adaptation costs. The study identified the characteristic features of the adaptation potential of enterprises in the retail industry from enterprises in other sectors of the economy: sensitivity to the variability of input resources and the requirements and demands of consumers.The structure of the marketing adaptation of the retail enterprise has been determined and the commodity, price, spatial and communication types of the marketing adaptation of the retail enterprise have been highlighted, taking into account their industry specifics. These types of adaptation allow the retailer to more reasonably identify a set of adaptation solutions, the implementation of which ensures the adequacy and retailer adaptability to the conditions of market demand, customer requirements and demands. To determine the basic directions of marketing adaptation of a retail enterprise, key characteristics of the elements of the 4P marketing mix have been identified. Compared with the existing approaches to the classification, the proposed structuring of the marketing adaptation of a retailer creates the opportunity to meet the demands and demands of consumers and form a positive consumer mood. The implementation of marketing adaptation, respectively, elements of the 4 P marketing mix, will contribute to the growth of the main resulting indicators of the retail enterprise.