STRATEGIES OF INTERNATIONAL RETAILERS

Abstract

In strategic management such well-known models as Porter five powers, Porter competitive strategies, Ansoff matrix have been used for decades. This article adapts models of strategic management to retail. After the example of international retailers the author shows which strategies are used to attain global success. The impact of Porter five powers on industry was assessed. Store formats were provided and the author identified which strategies they correspond to: differentiation, focusing and cost leadership. Examples of strategies on Ansoff matrix that are used by retailers were shown. Two types of pricing strategies, i. e. EDLP and high-low were analyzed.

Keywords

• стратегии роста
• конкурентные стратегии
• ретейл
• международный ретейл
• экспансия