Evaluating the Prospects for the Development of Own Trademarks of Trade Enterprises

Abstract

The article presents the results of the research on determining the prospects for the introduction and development of own trademarks (OTM) of the trade enterprise. The strategies of own trademarks of the trade enterprise are provided. The peculiarities of formation and implementation of dumping strategies, replacement of a competitor, brand expansion are specified. To determine the prospects for the introduction and development of own trademarks of the trade enterprise, a methodical approach is substantiated, which is formed using matrix methods, scorecard methods, and additive convolution. The developed methodical approach provides for the implementation of interrelated stages of evaluation of competitive positions of activity in relation to own trademarks compared to other types of current activities, favorable external environment and readiness of the trade enterprise for the implementation of this type of activity. To evaluate the competitive positions of the OTM-related activities in comparison with other types of current activities, the use of the Dibb –Symkin matrix and the modified BCG matrix is proposed; to assess the favorability of the external environment – PEST analysis; to assess the readiness of the trade enterprise for the introduction and development of its own trademarks – the method of scorecard according to the characteristics of organizational, technological and resource aspects of the trade enterprise’s activities regarding OTM. In order to ensure the validity of managerial decisions on optimizing the portfolio of own trademarks, a scientific-methodical approach to the ranking of assortment groups of goods that are part of own trademark is developed. The methodical basis of the developed approach is matrix methods (Dibb–Symkin matrix, modified BCG matrix), coefficient method, expert estimation method and additive convolution. The sequence of determining the competitiveness of the assortment of goods is presented, which involves grouping the assortment according to the indicators of quality, price, latitude of the assortment of goods compared to the range of products on the part of the trademark of competing enterprises and manufacturers.