Emergent Strategy of Diversified Company in the Period of Crisis

The objective of this study is to explore general principles in the activities of diversified retailer in the period of crisis, by identifying differences between emergent strategies of its brands. Herewith specific areas of emergent strategies of retailer are pricing policy, product and service quality, assortment. The relevance of this work consists of several factors: economic, social and political problems in country; a high level of competition in the retail market, insufficient knowledge of the behavior of multi-brand companies in the period of crisis. In this study the qualitative and quantitative analysis was used. This type of technique has a scientific novelty. So, it includes analysis of four brands activities of retailer network in the period of 2013- 2015 in pricing policy, product and service quality and assortment by using techniques such as observation, content-analysis, and analysis of the business and academic publications. After that there were draw general conclusions regarding the company as a whole. This study consists of three main parts. The first part presents analysis of scientific papers in the field of strategic management, marketing and economics, and also motivation of choice of research the technique. The aim of the second part of this study is the analysis and description of the social, economic and political situation in the country and identify its impact on the retail market and its players, moreover the definition of the main trends in consumer behavior patterns during the period of 2013-2015. In the final part there are conclusions of the company and its brands which were based on the obtained data with using the previously mentioned methods. The main conclusion of this research is that multi-brand company keen to minimize risks by investing in a dominant brand, which is chosen by most of consumers in times of crisis.