Sevruk I. Marketing strategies of international retail trade chains in Ukraine

The essence and theoretical approaches to the definition of terms strategy and marketing strategy have been generalized in the work. The author's vision of the definition of marketing strategy of the international retailer has been provided. Peculiarities of marketing strategies forming of international retailers have been systematized. The innovative component in marketing strategy of a trade chain has been identified. The state and modern trends of retail development in Ukraine have been analyzed. Activity of international trade chains in the grocery market in Ukraine has been investigated. Components of the marketing strategies of international retailers in Ukraine have been conducted. The innovative component of marketing strategies of international retailers in the domestic market within marketing mix has been identified. Areas of institutional and legal opposition against misuse of marketing strategy of international retail chains have been grounded. Methodical approach to identify conflicts in the relationship between international retailers and domestic suppliers has been developed. Directions of improvement of marketing innovations management in retail chains have been grounded. Methodical recommendations on formation of marketing innovations evaluation criteria in a trade chain have been developed. Keywords: marketing strategy, international retailers, grocery market, manipulation of marketing techniques, marketing innovations.