RISK MANAGEMENT DURING PRODUCT PROMOTION OF RETAIL GOODS ON THE INSTANCE OF THE ACTIVITY OF A RETAILER LLC “GRAD”

The chosen research topic is relevant, as the formation of risk management system in the promotion of goods will allow retailers to take into account the uncertainty of the original information in strategic planning and assess economic risks. The aim of the study is to develop risk management methodology in the promotion of goods on the example of retailers. The authors have developed stages of risk management process, proposed models of risk ranking of the promotion program by the method of hierarchy analysis with the appointment of normalised vector weights. The paper presents an algorithm for applying the method of qualimetric modelling to identify the most significant causes of the promotion program risks. The proposed risk management system for the promotion of retail goods is considered on the example of a specialised trade enterprise, offering customers only alcoholic beverages, selected as the object of research. The authors’ recommendations for the analysed enterprise on risk management in the process of goods promotion have practical character and are applicable for many specialised trade enterprises. The problem of products promotion plays a dominant role in retailing as the main way to increase sales. On the basis of the theoretical research carried out, the most significant reasons for the promotion program risks were identified, the main stages of the risk management process in retail promotion were described, and the promotion program risks were ranked by the hierarchy analysis method.

business-risk, promotion, strategy, risk management, risk ranking, risk identification, stages of the risk management process, qualimetry, hierarchy analysis method, retail.

Pupentsova S. V., Livintsova M. G., Fedoruk E. A. Risk management during product promotion of retail goods on the instance of the activity of a retailer LLC “Grad”. Business. Education. Law, 2020, no. 2, pp. 74–78. DOI: 10.25683/VOLBI.2020.51.209.