Маркетингові стратегії європейських роздрібних торговельних мереж в Україні
Marketing strategies of the European retail chains in Ukraine

Summary/Abstract: The purpose of the article is to analyse the approaches to the development and implementation of marketing strategies of theEuropean retail chains (ERC) in the grocery market in Ukraine and to systematise them under the relevant classification criteria.The practice of implementing marketing strategies of ERC in Ukraine is exposed. It is defined that marketing strategies of ERC areinfluenced by factors of strategic and tactical character according to the objectives and the resource base of the retail chain througha variable combination of the «global centre» and polycentrism approaches. The logic synthesis and systematic approach methodsare used to identify the role of marketing strategies in enhancing the competitive advantage of ERC in Ukraine. The statistical andmatrix methods are used to evaluate the ERC status by BCG experts’ approaches. The method for systematic synthesis is used toreveal the economic and social effects of the implementation of marketing strategies of ERC on the trade development in generaland the supply chain participants, including small and medium businesses. The perspective direction for further research is toidentify a conflict of interests at the level of society, national small business and powerful trade chains, which arises as a resultof the implementation of strategic programs of ERC in marketing, serving as a catalyst for innovation development of productioncompanies and trade sector in general, but at the same time causing pressure on local suppliers, creating conflicts within links of«resident producer - non-resident retailer».

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