Marketing modeling of the strategy of interaction between enterprises and retailers based on the McKinsey matrix

Анотація

The article examines the issues of marketing modeling regarding the interaction strategy between enterprises and retailers based on a modified McKinsey matrix. It has been established that there is currently a lack of scientific and methodological approaches concerning the specifics of strategic interaction within the "enterprise (manufacturer) – trade intermediary" dyad based on the use of the McKinsey matrix. The existing matrix is characterized by a high level of subjectivity, which manifests during the determination of the list of indicators necessary for calculating matrix criteria, their weighting, and evaluation. The proposed model for selecting an interaction strategy between an enterprise and an intermediary, based on a modified McKinsey matrix, eliminates the aforementioned shortcomings and includes the following stages: gathering information to form baseline data (internal and external enterprise information); conducting a traditional ABC analysis aimed at assessing the role of each intermediary in the sales volumes of the enterprise's most and least important products in order to study trade partners from the standpoint of their strategic importance; calculating performance indicators of retail networks (a clear list of indicators used to determine criteria for building the McKinsey matrix); calculating criteria for constructing the McKinsey matrix adapted to the sphere of interaction between the enterprise and retail networks; constructing the McKinsey matrix, the advantage of which is its adaptation to the specifics of B2B interaction in the context of analyzing strategic relationships between the enterprise and its intermediary network; and defining interaction strategies for the enterprise with retail networks in order to form a substantiated strategy for the manufacturing enterprise's interaction with trade intermediaries under conditions of market competition. Considering the multifactorial structure of relationships in distribution channels, the proposed adaptive model allows for assessing the potential of individual partners (retail chains, distributors, dealers) and the level of attractiveness of cooperation with them. Keywords: marketing modeling, marketing distribution policy, sales management, McKinsey matrix, ABC analysis, retail trade networks.

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