Value Proposition Development by the Example of Company “SPORT-EX.COM”

To improve business efficiency, it is necessary to solve a set of tasks and take measures aimed at controlling, regulating, and managing company, as well as constant economic and marketing analysis of the company’s activities. Particular attention in connection with the pandemic and the introduction of restrictions on doing business is given to non-food retail retail business . In this work, the formation of a value proposition is studied using the example of the "SPORT-EX" company engaged in the retail trade of sports goods. The purpose of the work is to prepare recommendations for the SPORT-EX company on the formation of a value proposition based on a study of the attributes of a sports store and an assessment of the importance of these attributes. To achieve this goal, you must complete the following tasks: 1. define the concept of value and value proposition; 2. to formulate the structure of the value proposition; 3. determine how to manage the value proposition; 4. explore the concept of customer communities as part of a value proposition in retail; 5. describe the market for sports equipment and the market situation; 6. characterize and structure the players in the market; 7. identify groups of customers of the sports store and characterize them; 8. prepare recommendations for buyers of a sports store in order to form a value proposition. The theoretical significance is reflected in the determination of the theoretical provisions of the structure of the formation of value propositions. The practical significance is determined by the application of this work in solving problems associated with growing competition in the market and the formation of unique value propositions and the implementation of recommendations as a result of the study. In the first chapter, the concepts of the value proposition and the essence of the value proposition were examined, the main components of the value proposition were deduced, the model for determining the value proposition and the tasks that this model helps to achieve were described, the concept of client communities was studied, the main parameters for the formation of client communities in retail, and the impact was described customer communities on the attributes of a company's value proposition. The second chapter describes the market for sports equipment and the situation on the market for sports equipment at the time of the pandemic, describes the analysis of the main representatives of the attributes of value propositions among retail stores of sports equipment, and outlines the main decisions of competitors for market challenges in 2020. The third chapter of the work describes the cluster analysis of sports shop customers, identifies the main attributes of the value proposition, characterizes the customers, and develops recommendations for forming a "SPORT-EX" value proposition regarding the resulting clusters.