Strategy and tactics of a retail enterprise at the electronics market in Ukraine

Анотація

Introduction. This paper provides a comprehensive examination of strategic and tactical approaches to managing retail enterprises at the Ukrainian electronics market, that faces significant challenges from digital transformation, the COVID-19 pandemic, and military aggression. Purpose. The paper analyzes the current state, structure, and development trends of the household appliances and electronics market, that is valued at approximately 120 billion UAH as of 2024, representing about 8% of the country's total retail trading. The study is focused on the market's evolution through five key historical periods, from its establishment phase (1991-1999) through periods of extensive growth (2000-2008), consolidation and professionalization (2009-2014), digital transformation (2015-2019), to the current period of adaptation to crisis conditions (2020-present). Results. Through detailed business model analysis, the research identifies three dominant types of strategic positioning in the Ukrainian electronics retail sector: traditional multi-format retailers (Foxtrot, Eldorado), omnichannel ecosystems (COMFY, Allo), and online marketplaces with offline elements (Rozetka). It was found out that the retail electronics market in Ukraine was highly concentrated, with the top five players controlling approximately 89% of the market, indicating an oligopolistic structure. The research highlights significant market trends, including rapid growth in online sales, development of omnichannel strategies, personalization of offerings through data analytics, expansion of product categories, and development of private label brands. Conclusion. Based on these points, the paper proposes strategic recommendations for improving a retailer market position, including further development of its hybrid business model, strengthening the marketplace functionality, expanding its service ecosystem, and enhancing focus on sustainable development and corporate social responsibility.

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