FMCG-RETAIL BUSINESS MODEL IN THE GLOBAL COMPETITIVE ENVIRONMENT OF THE KNOWLEDGE ECONOMY

Abstract

The article analyzes the period of functioning of FMCG-retail in the global competitive environment of the knowledge economy. Retail purposefully influences the market environment and the dynamics of economic development, contributing to the spread of economic and cultural globalization, strengthening close world economic ties, defining market guidelines for producers, competitors and consumers, and vice versa, the global competitive environment of the knowledge economy dictates in the market, therefore in the given work the estimation of the basic factors of influence of the global competitive environment of knowledge economy on the world market of FMCG-retail was carried out. The aim of the article is to develop and substantiate a new business model of FMCG-retail in a global competitive environment of the knowledge economy. The study revealed the transformation of the business model into the following components: factors of influence, key partners, resources, actions, core values, sales channels, methods of communication, key customers, which in turn leads to changes in the structure of costs and revenues. The new model emphasizes the need to create demand, not just to meet existing market needs. Digital transformations in Ukraine affect changes in the business model in several aspects. In the case of FMCG-retail, digital transformation includes digitization of operations, such as automation of logistics processes and tracking of customers’ movement on the site, digitization of supply chains, is automated location search and omnichannel development. In turn, the classic marketing of promotion and branding in a global competitive environment of the knowledge economy becomes ineffective, it is replaced by intelligent marketing, which involves changing the approach to standard operations and processes – such as electronic price tags or geolocation services for personalized offers. The changes concern such a component of the business model as basic resources, the main focus is already shifting to human capital, which produces innovative technological solutions for business development, which brings increasing turnover. All these trends destroy the traditional boundaries of retail trade, and have a significant impact on the multi-channel business model, changing it dramatically.