The determination of attractiveness of the Russian fashion remote retail market for сompanies

<h2>The determination of attractiveness of the Russian fashion remote retail market for сompanies</h2><p>The Russian retail market is undergoing major changes influenced by Global trends and modern technologies such as the Internet, the emergence of which contributed to the development of new markets, including the market of remote fashion trade. Industry is characterized by the appearance of a significant number of online stores. Even traditional large retailers also begin to emerge in the online space. More and more potential players are interested in the future of the market: in volume forecasts and market dynamics, as well as growth, Generally, the majority of companies are interested in the attractiveness of the online fashion retail market for them.</p><p>The object of this study is a remote Russian market of fashion retail. The subject - its attractiveness to Russian and foreign companies.</p><p>The purpose of the research - evaluation of the attractiveness and potential of the Russian market of remote fashion trade for companies that are already working in the industry and also for those who want to penetrate the industry.</p><p>For this study the following methods are going to be used:</p><p>&bull; Porter five forces analysis</p><p>&bull; Situational Analysis</p><p>&bull; Matrix method by McKinsey / General Electrics</p><p>In the first chapter the theoretical and methodological basis for assessing the attractiveness of the market will be described.</p><p>The second chapter will highlight the main characteristics of the Russian retail market, define the level of Internet penetration in Russia and estimate remote retail market attractiveness in general.</p><p>In the third chapter, a practical example of Otto Group Russia will be to evaluate the attractiveness of the Russian market or remote retail by methods of strategical analysis&amp;</p><p>The study produced the following results:</p><p>1) The extend of the influence of external factors on the operation of companies in the remote fashion retail market</p><p>2) Opportunities and threats for companies existing in the market, which, coupled with the strengths and weaknesses of the company may affect the functioning of the market</p><p>3) The level of competition in the market of electronic commerce and identification the best competitive strategies of development for the company Otto Group Russia through the analysis of Porter five forces</p><p>4) Most prospective SBUs for further development and the attractiveness of the market</p><p>The topic of attractiveness of remote fashion retail market can be very useful for companies that plan to penetrate this market. Although the Russian market is not as attractive as similar markets in Europe and the U.S., many companies are considering starting working on it. In the future the market will definitely become a more popular place to do business, so it is advisable for interested players begin penetration now to avoid problems such as crowded market and high level of competition. The study will be very useful to raise awareness of players in this sphere, as well as potential recruits industry and simplify management of business.</p>