MARKETING TOOLS FOR CREATING COMPETITIVE ADVANTAGES IN THE RETAIL SECTOR UNDER UNSTABLE CONDITIONS

Abstract

Given the high competition in the retail sector, trade organizations must focus their efforts on maintaining competitive positions and attracting and retaining customers. In this context, marketing management and a customer-centric approach play a crucial role. While many scholars have dedicated their works to the role of marketing and its tools in this field, such discussions have predominantly taken place in peaceful times. In the context of military conflicts and increasing turbulence in the business environment, these tasks become even more critical, as they pertain not only to business survival but also to supporting the country and its population, especially in ensuring the availability of essential goods. Therefore, our research, aimed at identifying ways to form competitive advantages for a retail enterprise in the Ukrainian market, is highly relevant. The study was conducted using one of the successful domestic retail enterprises as a case example. The main focus of the research was on the theoretical and methodological justification of the process of forming competitive advantages using a marketing approach. To address the objectives, the study employed methods such as monographic and content analysis, abstract-logical analysis, theoretical generalization, comparison, SWOT analysis, expert assessments, as well as personal observations, allowing for the interpretation of results and proposing ways to strengthen the retailers competitive resilience amid external challenges and threats. The article justifies the importance of a marketing approach in building a successful business model for a retail enterprise in unstable conditions. It examines the trading activities of a leading player in the domestic retail sector, outlining the process of conducting business to achieve competitive advantages. The article discloses and analyzes the main marketing tools on which the retail enterprise relies, providing the ability to influence consumer loyalty and ensure the retailers resilience to real and potential competitive threats in a customer-oriented economy. Emphasis is placed on the need for comprehensive management of the retail enterprises marketing activities through the implementation of digital marketing tools to enhance alignment, automate business processes, accelerate their efficiency, and ensure the establishment of long-term customer relationships based on interaction and partnership principles. The article underscores the importance of integrated CRM systems for creating and effectively operating customer databases to increase customer loyalty to the retailer.