Improving Retail Enterprise Marketing Efforts on the Basis of Client-oriented Approach

The theme of the master's thesis is "Improving Retail Enterprise Marketing Efforts on the Basis of Client-oriented Approach". The object of research is strategic marketing. The subject is the client orientation of the trading enterprise. The purpose of the study is to study the current trends in the development of retail marketing and to make recommendations on improving the marketing activities of the "Lenta" trading company based on increasing customer focus. The empirical base of the work is the retail enterprise "Lenta LLC", as well as the results of primary research, including the questioning of visitors to Lenta LLC and its personnel, the investigation of the client-centered approach of the company using the "Secret Investigator" method, and the analysis of complaints and reviews about shopping networks that make delivery of goods at home. The first chapter outlines the theoretical aspects of client-oriented marketing of retail trade networks, identifies the specificity of marketing in the trade, and studies current trends in marketing. In the second chapter, was studied the organizational and managerial character of LLC Lenta. Here, was conducted an analysis of the company's marketing and commercial activities. In the thesis, a special place is given to the customer-oriented analysis of LLC Lenta. The third chapter provides recommendations for improving the marketing activities of the company and improving the client-oriented staff, and calculates the profitability of the introduction of an additional service "Delivery of goods at home through the Internet." The thesis uses general scientific methods (abstraction, systematization, comparison, generalization, classification), as well as the method of economic analysis. The work is presented in 69 pages and contains 10 tables, 9 figures, 1 formula, a list of sources from 55 names and 4 applications.