BUSINESS INFORM №11-2013

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Section: Management and Marketing
UDC 65.012.12 : 339.138
Grosul V. A., Artemenko S. V.
Justification of the Trade Enterprises Development Strategy in the Process of Strategic Management of the Marketing Potential (p. 359 - 366)
The article justifies a necessity of strategic management of marketing potential of retail trade enterprises. The article develops a general structural and logic scheme of the process of strategic management of the marketing potential of a trade enterprise taking into account specific features of the trade industry. It establishes that the main key issue in the theory of strategic management is argumentation of selection of the basic strategy of development of a subject of economy. It justifies a scientific and methodical approach to selection of the basic strategy of development of a trade enterprise in the process of management of the marketing potential, main stages of which are: assessment of the level of loyalty of external marketing environment; identification of marketing stratagems; and selection of the enterprise development strategy. The article offers to use the model of marketing stratagem, the components of which are policy of management of the marketing potential, strategic market position of the enterprise and level of loyalty of external marketing environment. The article develops an interactive strategic cube of formation of the complex of marketing stratagems on the basis of use of which marketing stratagems for various trade networks of the Kharkiv region are identified and strategies of their further development are justified.
Keywords: strategic management, development strategy, marketing potential, marketing stratagems
Fig.: 4. Tabl.: 5. Formulae: 3. Bibl.: 8.

Grosul Victoria A. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Economics and Management, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Artemenko Stanislav V. – Postgraduate Student, Department of Economics and catering trade, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Grosul, Victoria A., and Artemenko, Stanislav V. (2013) “Justification of the Trade Enterprises Development Strategy in the Process of Strategic Management of the Marketing Potential.” Business Inform 11:359–366.

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