Problemi Ekonomiki (Mar 2019)
Analysis of Financial and Economic Activities of Retail Operators to Justify the Implementation of Marketing Innovations
Abstract
The aim of the article is to study the features of analysis of financial and economic activities of retail operators of Kharkiv region to identify the conditions and directions for the implementation of marketing innovations. To identify the level of economic indicators required for the formation of innovative marketing potential, activities of retail operators of Kharkiv region are analyzed. The results of the analysis of financial and economic activities are illustrated using the example of 10 large trade enterprises, which, by their legal form, are limited liability companies and mainly engaged in retail trade in accordance with the CEA-2010. In the course of the study, the key economic indicators of activities of the selected trade enterprises for the period 2015–2017, when the tendency of their development was observed, are analyzed. The peculiarities of the financial state of the studied enterprises are established, and the reserves for improving the indicators of their activities are determined. The necessity of introducing an integrated approach to the management of trade enterprises, which integrates the introduction of innovations in the field of marketing with common strategic objectives and the main business processes of the retail operator, is proved. The conditions for the formation of the innovative marketing potential of retail operators are determined. There proposed the main directions for improving the innovative marketing potential of retail operators, including: certification of retail services, updating the product range, development of a trading network, introduction and development of information technologies.
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