COOPERANTION STRATEGY (COOPETITION) IN THE RETAIL SYSTEM BASED ON OMNICHANNEL
Abstract
In today's highly competitive business environment, there is a need to gather and accumulate new knowledge in the field of cooperation strategy in the retail system on the basis of omnicanality and highlight possible ways to effectively create, build and implement it within the company. The aim of the article was to study and update the strategy of cooperation in the retail system on the basis of omnicanality. The strategy of cooperation (implementation of the strategy of cooperation simultaneously with the strategy of struggle) is used when working with trade intermediaries (in the process of developing and bringing new products to market, in the policy of using brands, in direct sales of goods on the market). This article offers clear strategic directions and practical advice for the omnichannel retail system. Our approach supports three stages in the formation of a strategy of cooperation in the retail system. The strategy of cooperation defines the goals and parameters of cooperative activity in the company. Its main idea is to create value through cooperation. This means that the company knows its partners well - what they want, and whether the company can benefit from this long-term relationship and how. The formation of a strategy of cooperation focuses on the key issues. In six areas, specialized experience with all channels combined with real experience of retail expansion provides reliable market assessment, realistic and priority business planning and an effective implementation plan needed to ensure expansion. To answer the following questions: how to develop e-commerce and universal retail business over the next five years? How can we turn numerous sales channels into a real universal retail business? When launching an online channel for the first time - how can you be sure that it is successful? Will retail on the Internet and on all channels be profitable? It is proposed to use the "square" system as a starting point to build a new retail strategy for all channels. The proposed strategy model is intended for use by company executives as a valuable tool for improving the efficiency of the retail system on the basis of omnicanality.
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Shtal, T. & Proskurnina, N. (2018). Trends of structural dynamic changes in retail trade. Economics of Development, 17(3), 64-73. doi: https://doi.org/10.21511/ed.17(3).2018.06
Vodak, J., & Soviar, J., & Lendel, V. (2014). Identification of the main aspects of cooperation management and the problems arising from their misunderstanding. In: Communications - Scientific letters of the University of Zilina, 16(3), 93-101
Zhylinska, O. & Stepanova A. & Horbas I. (2017). Effective synergic interaction of strategic business units of diversified company. Problems and Perspectives in Management, 15(4), 38-49. doi: https://doi.org/10.21511/ppm.15(4).2017.04
