Designing an Algorithm for the Marketing Substantiation of the Retail Property Concept in Order to Improve the Efficiency of Development Companies
Designing an Algorithm for the Marketing Substantiation of the Retail Property Concept in Order to Improve the Efficiency of Development Companies

Summary/Abstract: In this paper, the theory of choosing the concept of retail property is studied, as well as the marketing approach to the concept formation. Some concepts of retail facilities in Russia and abroad are analyzed; their main shortcomings are identified and the algorithm for the marketing substantiation of the concept is developed. In addition, the authors have developed a methodical approach to the marketing rationale for the conceptual foundation of retail property. Within the framework of the research, such general scientific methods as observation, description, and modelling have been used. The authors have come to the conclusion that many problems of the future work of shopping centers can be avoided at the design stage. It is important to pay attention to planning decisions, conceptual features and opportunities for subsequent development to ensure high competitiveness of the facility in the future. The marketing rationale is the most important part of the project. Its main goal is to collect sufficient data to understand how a commercial object planned for construction will have steady client flow and will be able to withstand competition.

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