ASSESSMENT OF OPPORTUNITIES AND IDENTIFICATION OF PROSPECTS FOR DIVERSIFICATION OF THE ACTIVITIES OF WHOLESALE AND RETAIL TRADE ORGANIZATIONS

Abstract

The article presents the results of a study of promising areas of diversification of the activities of wholesale and retail trade enterprises in the conditions of economic transformation. The purpose of this study is to identify and substantiate the possibilities of diversifying the activities of wholesale and retail companies in conditions of limited economic growth. The relevance of the research is due to the need to find solutions to the problems of import substitution of enterprises that are interested in expanding their activities, including on the basis of diversification of activities. The methodology of the research is based on the analysis of modern theoretical provisions on the diversification of the activities of leading Russian scientists and economists. The main research methods used in the preparation of the materials of the article: system analysis, methods of expert evaluation, comparison, analogy, analysis of absolute and relative indicators, and others. Additional research methods include: traditional literature analysis, document analysis, design, synthesis, analysis of the data obtained. Within the framework of the article, the directions of diversification of the activities of wholesale and retail trade organizations are considered, as well as a multifactorial model is proposed that allows assessing the potential for increasing sales volumes based on diversification. The submissions show development options in the field of diversification for wholesale and retail trade enterprises. The practical significance of this article is that the results of the study can be used by enterprises specializing in the implementation of both wholesale and retail sales in the Russian market.