PRIVATE LABEL AS A MARKETING TOOL TO INCREASE THE VOLUME OF TRADE ENTERPRISES
Journal Title: Проблеми і перспективи розвитку підприємництва - Year 2014, Vol 2, Issue 2
Abstract
The purpose of this paper is to study the use of its private label in the business activities of trade enterprises. The monographic method is used considering mechanisms of enterprises trade private label; graphical and tabular methods are used for the presentation of statistical data. According to the results of studies there carried out that due to lower demand of the population there is a need to optimize business activities to reduce retail prices and improved product range through the use of its private label; there is a corresponding classification of private label on different grounds. The main advantages of using their private label for trade enterprises are: the lower price for the same products from another manufacturer for the appropriate level of quality, optimization of marketing and logistics; the share of private label in the product portfolio of trade enterprises; suggested strategies to improve efficiency in the use of private label dealers. Scope results of trade enterprises economic activities are presented to ensure the increase the trade volume and the further formation of competitive advantage. Conclusions: the trade enterprises have significant resource potential to increase the proportion of its private label in the product portfolio. Trade enterprises using its private label are guided by price segment on the level of consumer spending; there is a need to improve mechanisms for the development of effective organizational and economic ties with manufacturers to ensure that the resource trade enterprises private label.
Authors and Affiliations
Maksim Bezpartochnyi
Keywords
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