Пример готовой курсовой работы по предмету: Экономика
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Relevance of the research. In terms of saturation of traditional markets and increasing competition, companies have to make considerable efforts and innovative approaches to the use of classical set of marketing tools.
Contemporary socio-economic and informational space, which exists and takes decisions a consumer is transformed under the influence of changes in conditions and lifestyle, the growth of social and spatial mobility, education and awareness, accelerate market penetration of innovative products, expanding the telecommunication capacities, building sustainable virtual communities, etc.
The expectations of buyers are becoming more skilled and individualized, reaction speed requirements for the requests increased, and trust serve an essential element of perceived value.
In these circumstances, the marketing communication channels significantly extend and transform their functions and interaction of the company with the consumer acquires a multilevel multi-channel nature. At the same time in the context of rising incomes, more comfortable environment for people to change their lifestyle.
It is no coincidence that so many of them traditional grocery market 5 no longer can. This provides opportunities for the development of retail, which exists in the form of department stores, supermarkets, hypermarkets, etc.
Retailers provide the best conditions for consumer purchases: a wider choice of products, better service, more comfortable buying Wednesday. But in the face of stiff competition for audience food networks have more and pay more attention to its strategic communications with consumers.
The urgency of a theme of research is premised on the need to conceptualize conditions and opportunities of forming complex marketing communications grocery retail in the development of their strategic communications.
The purpose of this research is the study and analysis of strategic communication in the sphere of food retail.
The goal identified the following objectives of the research work:
- explore the theoretical literature in the field of retail and undertake a situational analysis on the leading grocery chains in Russia and the United States;
- explore common characteristics and the economic performance of the two major retailers: magnet and Tesco;
- hold SWOT analysis of the activities of two major retailers: magnet and Tesco;
Object of research- economic analysis of the activities of retailers.
The object of study is two world retailer: magnet and Tesco.
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