Authors: M. Chorna, ORCID ID 0000000153877832, Doctor of Economics, Professor, Head of the Department of Economics of Enterprisers of Food Technology and Trade named after I.G. Berezhny of the Kharkiv State University of Food Technology and Trade, Kharkiv, Ukraine
R. Buhrimenko, ORCID ID 0000000209730814, PhD in Economics, Associate Professor, Department of Economics of Enterprisers of Food Technology and Trade named after I.G. Berezhny of the Kharkiv State University of Food Technology and Trade, Kharkiv, Ukraine
A. Zonwire, ORCID ID 0000000221893894, Рostgraduate Student, Kharkiv State University of Food Technology and Trade, Kharkiv, Ukraine
Abstract: The article presents a methodological approach to assessing prospects for strategic transformation of retailers by creating free competition for fundamentally new markets, which are – the blue oceans . The approach was developed in agreement with the principles of the matrix method using modern attributes-indicators of the specific character of the activities of retailers, namely the volume of the non-food group of goods and the share of the Internet network in the structure of the retailers’ turnover.
Key words: blue ocean strategy; retail trade; competition; market space
1st Revision: 21/3/19
Solovjova, T. V., 2014. The strategy of the “blue ocean” as a new form of market relations. Magisterium, 56, РР. 102-105.
What is Blue Ocean Strategy? The Wall street journal official site. – http://guides.wsj.com/management/strategy/what-is-blue-ocean- strategy.
Ravlik, N., 2014. Innovation of value and methods of its realization in the modern market. Galician Economic Herald: TNTU, 44(1), PP. 49-54.
Bіlen’kij , O.U, 2011. Influence of uncertainty of the environment on formation of the strategy of development of feed industry. Economic strategy and prospects for the development of trade and services,1(49), PP. 325-332.
Kochkina, N. I., 2015 Estimation of the effectiveness of the white ocean strategy for the Ukrainian wine-making industry. Herald KNTU, 8, PP. 25-31.
Bєlova, T.G., Bєlova, T. G., Krajnyuchenko, O. F., Bezpal’ko, O. V., 2014. Methodical approaches to the formation of a strategic set of enterprise. Formation of market relations in Ukraine, 6, pp.123-128.
Kіpa, D.V., 2014. Obґruntuvannya viboru konkurentnoї strategії pіdpriєmstva. Development Economics, 4, pp . 110-115.
Volosov, А.М., 2018 Classification of competitive advantages of retail enterprises. Economic strategy and prospects for the development of trade and services:. HDUHT, 2 (28). РР. 88-100. DOI: 10.5281/zenodo.2535266
Chorna, M.V., Bugrimenko R.M., Zonvire O., 2018 Technology of formation of competitive advantages of a trading enterprise: HDUHT,
1 (27). – PP. 47-55. DOI: 10.5281/zenodo.1303803
Statistical Yearbook of Ukraine for 2017, 2017. State Statistics Committee of Ukraine. Kyiv: Konsul’tant 552 p.
Statistical Yearbook “Kharkiv Oblast in 2017”, 2017. Kharkiv: The Main Department of Statistics in the Kharkiv Region, 573 p.
Official site of the State Statistics Committee. DOI: http://www.ukrstat.gov.ua/
Official site of the State Statistics Committee. DOI:http://uprstat.kharkov.ukrtel.net/ua/stat/stat_inf.html
14. Bugrimenko R.M., Smirnova P.V., Zonvire O., 2018. Features of activity of enterprises of trade in modern conditions. Technology of formation of competitive advantages of a trading enterprise: HDUHT. 2 (28),PP. 77-88., DOI: 10.5281/zenodo.2535190