Formation of STP– marketing strategy in the field of retail services
| Main Authors: | TKATCHUK S.V., STAKHURSKA S.A., STAKHURSKIY V.O. |
|---|---|
| Format: | Article Journal |
| Bahasa: | ukr |
| Terbitan: |
, 2021
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| Subjects: | |
| Online Access: |
https://zenodo.org/record/4980218 |
Daftar Isi:
- Relevance of research. In modern conditions, the formation of a valuable offer for customers is becoming increasingly important, which will allow to gain a stable competitive advantage and stay firmly in the market. The retail market is developing rapidly, undergoing changes under the influence of the external environment. In particular, customer requirements are growing, which are differentiated depending on the combination of social, economic, psychographic and other characteristics of the segments. This necessitates the formation of proposals focused «clearly on purpose», ie those that would be of value to the selected group or groups of consumers. Such a proposal should be based on a modern marketing understanding of the strategy of STP– marketing, taking into account the specifics of retail services. The purpose of this study is to analyze and systematize existing approaches and develop an algorithm for forming a strategy for STP– marketing of a modern retailer. Research methods: comparison, generalization, induction and deduction, analysis and synthesis, graphical methods. Research results. The existing approaches to the formation of STP– marketing strategy are systematized, on the basis of systematization the algorithm of STP– marketing strategy development in the field of retail services is offered. Basic and extended characteristics of consumer segments are offered. The concept of value proposition for the client is systematized. The components of this concept in the field of retail services are highlighted. The main directions of forming the concepts of stores and positioning the image of the retailer in the eyes of the consumer are considered. Scope of the results: the results of the study can be applied in the field of retail services. Conclusions. According to classical approaches, STP– marketing consists of three multi– step actions: segmentation (division of consumers into separate segments), targeting (selection of target segments) and positioning (formation of TM image in the eyes of the consumer). At the same time, it is important to form a real value proposition for customers, which will be the basis of the retailer’s concept and according to which he will position himself in the minds of buyers. The components that can underlie the formation of value to customers in the field of retail service are the range, access and convenience, price (in terms of value of the solution), atmosphere and, as an auxiliary element to convey value to the customer – information. The retailer is positioned on the basis of the generated value. Depending on the needs and key issues of the segments, positioning strategies based on convenience, price, service or impressions are possible.