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Strategic assessment of the innovation activity of a DIY segment trading company

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Сollection of articles «Economics and management: realias and prospects»
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Published in:
Сollection of articles «Economics and management: realias and prospects»
Author:
Anna I. Barbaruk 1
Work direction:
Экономика предпринимательства, организация и управление предприятиями, отраслями, комплексами
Pages:
86-90
Received: 31 July 2018

Rating:
Article accesses:
4558
Published in:
РИНЦ
1 FGAOU VO "Sankt-Peterburgskii politekhnicheskii universitet Petra Velikogo"
For citation:
Barbaruk A. I. (2018). Strategic assessment of the innovation activity of a DIY segment trading company. Economics and management: realias and prospects, 86-90. Чебоксары: PH "Sreda".

Abstract

The problem of the research is the identification of the weak and strengths of the innovative activity of the DIY segment (Do It Yourself). The object of the study is OP "Leroy Merlin Shopping Center" (Testers), OOO "LMV" (St.Petersburg, Ispitateley, 5). Theoretical and empirical research methods (PEST-analysis, SWOT-analysis, quantitative assessment of indicators, etc.) are used in the article. The strengths of innovative activity are revealed: price, assortment and management policy. Weaknesses: insufficient development of presentation tools and lack of innovative sales channels. The results of the analysis form the basis for developing a strategy for strengthening the innovation strategy of the trading enterprise.

References

  1. 1. Барбарук А.И. Направления совершенствования торгово-технологического процесса посредством применения моделей маркетингового управления // Фундаментальные и прикладные исследования в области управления, экономики и торговли: Сборник трудов научно-практической и учебной конференции. – СПб., 2018. – С. 41–46.
  2. 2. Leroy Merlin.ru: О компании Leroy Merlin [Электронный ресурс]. – Режим доступа: https://leroymerlin.ru/about/ (дата обращения: 20.07.2018).
  3. 3. Retailer.ru Ежедневные коммуникации: Рынок DIY-товаров восстановится не ранее 2019 г. – 2017 [Электронный ресурс]. – Режим доступа: https://retailer.ru/rynok-diy-tovarov-vosstanovitsja-ne-ranee/ (дата обращения: 20.07.2018).

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