Image as an Instrument to Achieve Competitive Advantages of Trading Enterprise

• Main Author: Shymko Olha V.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2019-01-01
• Series: Bìznes Inform
• Subjects: image; trading enterprise; competitive advantage; positioning; marketing-mix
• Online Access: http://www.business-inform.net/export_pdf/business-inform-2019-1_0-pages-440_446.pdf

The article is concerned with solving the theoretical, methodological and applied questions on formation of image of trading enterprises on the basis of a marketing conception in conditions of aggravation of competition and activation of global transformational processes. The essence of the concept of «image of the enterprise», its essential attributes, role and functions are covered. Peculiarities of formation and development of the trade enterprise image as a factor of ensuring its competitiveness are explored. The approaches to positioning as a method of formation of an image of enterprise are generalized. The strategy of positioning is considered in the context of development of a marketing complex. Based on the analysis of different approaches to trade marketing and consideration of features of trade service, a marketing complex is adapted with respect to trade service as an aggregate of seven elements. Influence of the marketing components of image on the consumer loyalty is defined. Approaches to formation of the assortment, price, marketing, communication policies, contributing to the formation of positive image of trading enterprise are proposed.