Parduotuvių tinklo plėtra: pagrindinės plėtros strategijos

Abstract

The trade plays a very important role in the modern business. Many companies are involved in trade or in various trade processes. Environment of trade business is highly variable and constantly changing. Every trade company must adapt quickly to changing market conditions. There is a strong competition in trade business. So each trade company in order to win the competition, must constantly grow and improve its activities, products and services. Improvements and changes are possible only through a systematic and purposeful development of the company. The analysis of scientific literature revealed that trade companies can grow through four alternative routes to company growth. The authors of scientific literature alternative routes to company growth explains through matrix of Igor Ansoff. Alternative routes revealed that retailers growth can basically take two forms – increasing sales in existing retail outlets and increasing sales by enlarging the outlet network. The establishment of new stores and stores network development is the key growth path of many retail business. The authors defines four main strategies of store network development: 1) organic growth strategy, 2) cooperative arrangements strategy, 3) franchising strategy, 4) margers and acquisitions strategy. The model of stores network strategies implementation showed that the choice of development strategy and its implementation are difficult and very responsible process. Each strategy is very different and require a different processes to do. Only properly chosen strategy and responsibly performed processes may allow to successfull development of store network.