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Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Dariya Denisova
Increasing the Retail Store Competitiveness Level on the Basis of the Strategic Positioning
Marketing
(Master’s programme)
2017
It is common knowledge that companies need to solve a lot problems in the process of their activity. The problem of competitiveness is very important for every company.

To obtain the growth of competitiveness, the managers of the company should work hard, in creative, analytic sphere, so that develop new services, stop the production of unprofitable products, and improving the existing products and services, which are in-demand nowadays. No doubt, marketing has big influence on competitiveness. By increasing competitiveness, the company increase the level of clients’ satisfaction of the product or service, and the ability to buy it and use it. The competitiveness of the company is influenced by different factors, including the strategic positioning.

Nowadays, not many small business enterprises understand the importance of creation the unique image of the company in consumer’s mind. In my work, I will try to prove the significance of strategic positioning of any enterprise, using as the example, the small retail store. For making decision of choosing the strategy of positioning, the analysis of literary sources was conducted according to the themes competitiveness, strategic positioning, and key factors of competitiveness for retail stores; the analysis of secondary data was carried out. With the help of the interview the most important characteristics for consumer were detected, which they follow in the process of buying the production, also the respondents estimated which characteristics the company and its competitors meets The perceptual maps were created to understand the situation on the market and distinguish the possible directions of positioning.

As the result of the conducted analysis, two directions of positioning the company were selected. Each strategy of positioning is based on the competitive advantages of the company.

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