Adaptation of Retailer's Strategy to the Russian Market

Student: Shkredova Asya

Educational Programme: Retail Management (Master)

Final Grade: 8

Year of Graduation: 2019

Within the framework of the master's thesis " Adaptation of Retailer's Strategy to the Russian Market" the theoretical approaches of the concept "strategy", the main components of strategic planning and adaptation approaches used by international retail markets to enter new markets were studied. The analysis of development of the Russian economy and features of behavior of the foreign retails in Russia is carried out. Approaches of planning and adaptation of strategies of development of foreign markets, taking into account local features on examples are studied: "Auchan", "Metro", "globe", "Billa", "Selgros". Based on the results of the materials studied, the author formulated the main trends typical for the Russian market and the main prerequisites for the need to adapt the strategy of the Selgros. Based on the results of the study of global trends, the degree of their adaptability to the Russian market and the data obtained from the field study, the author formulated recommendations that can be used by the Selgros to improve its position in the Russian market.

Full text (added May 26, 2019)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses