MODERN MODELS OF STRATEGIC MANAGEMENT OF THE COMPETITIVENESS OF RETAIL NETWORKS

Abstract

The article is devoted to the study of the problem of managing the competitiveness of retail chains in the context of strategic management, including SWOT analysis, PESTEL, Porter's Five Forces model, and other tools. It is noted that data analysis, sustainable development, access to international markets, and digitalization are key factors. Effective management requires a scientific approach and readiness for technological innovations that contribute to sustainable growth. In the context of global retail chains Walmart, Starbucks, Target, Zara and Amazon with unique management strategies, it is necessary to think through innovation ideas and focus on the technological aspect of the pace of progress. The relevance of strategic management is substantiated, taking into account the characteristics of both traditional and online stores. The leading Ukrainian retail chains "ATB market", "Silpo" and "Varus" are identified, which use a resource approach and strategic group models. It is recommended to perform a strategic analysis in order to build partnerships to stimulate sustainable development. The article emphasizes that retail chains are adapting to the future trends of strategic competitiveness management in the market in terms of vectors, including consumer expectations, environmental responsibility, digital technologies, omnichannel, and economic adaptation. At the same time, the latest trends substantiate the strategic prospects for increasing the competitiveness of retail chains and the priority requirements of the modern consumer in Ukraine.