Strategy of Retailer's Development in Russia in Conditions of Changing the Factors of Consumer Choice

The graduation thesis paper is titled as “Strategy of Retailer's Development in Russia in Conditions of Changing the Factors of Consumer Choice”. Paper’s author has focused on DIY-retail. The topic of present research is absolutely relevant nowadays. There are a few reasons to support such a statement. Most importantly, there is the deficit of scientific papers dedicated to DIY-retail industry. The interaction between retail stores and their customers in terms of transformed behavioral models is implied by the author. It is quite apparent that modern retail is facing many significant challenges. One of them is a customer with a lot of requirements. Consumers won’t be satisfied with only low price; in addition to this, they need perfect service. The author’s contribution to practice and science is measured by formulating the recommendations which are able to change effectively the current strategy of market leader by answering the transformed customers’ needs. Thesis paper consists of three parts devoted to realizing formulated research goals. Paper’s outcome is to find out the recommendations for effective renovation of Leroy Merlin’s competitive strategy. Following methods of research were used by author: strategic management tools such as SWOT, PEST, Industrial and Market analysis, top-management interview, case-study, competitors’ surveillance, search of best service practices, information analysis and synthesis.