The Role of Retail Strategy in the Development and Efficiency of Business on the Global Electronic Market

Abstract

Global market expansion and steady growth of international trade have lead to fiercer competition, and all with the aim to maintain its position on the market. Internationalization of business is becoming a new development strategy for large retail companies. Intense technological progress and transfer of technology contribute to the development of the global electronic market. The structure of the market and trade in global marketing channels is changing completely under the influence of the internationalization of retailing. Global retail sales have created a new culture and new needs in consumption. Marketing model of relationships with customers is of crucial importance and has impact on establishing long-term relationships between members of the marketing channel. The interactive nature of Web develops relationships with customers, with the aim of improving personalized service according to the requirements of each individual. Implementation of multichannel retail strategy to the global market is conditioned by new technological developments. With the development of optimal multichannel marketing mix strategies retailers tend to achieve interrelationship satisfaction with target market. Good multichannel strategy is becoming a primary means of achieving sustainable competitive advantage on the global electronic market.