| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 20 |
NO. 2 |
PAPER 5 |
10.34293/2321-2012.2024.0002.5 |
PECULIARITIES OF MARKETING COMMUNICATIONS ON SUPPORT OF SMALLHOLDERS BY BRANCHED RETAIL CHAINS (ON THE EXAMPLE OF “SILPO” FOZZY GROUP) |
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| Aneta Oleksy-Gebczyk* and Yurii Bilianskyi** |
| * Faculty of Economic Sciences, University of Applied Sciences in Nowy Sacz,
Nowy Sacz, Republic of Poland
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| ** Department of Management and Public Administration, Podillia State University,
Kamianets-Podilskyi, Ukraine
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| The relevance of the stated subject of this scientific research was determined by the need to develop and practically implement effective marketing communications, that may ensure on-time deliveries of farm products to supermarkets of modern retail chains and their subsequent implementation, with complete satisfaction of the actual consumer needs. The major objective of this scientific research was to study the main features of building marketing communications, to support small farms by branched retail chains, using the “Silpo” Fozzy Group supermarkets chain as an example. The basis of the methodological approach to this scientific research was the principles of building marketing communications of the “Silpo” supermarket chain Fozzy Group, taking into consideration the materials of a number of researches, aimed at studying the features of building marketing communications in branched retail chains at all levels of their functioning. In this scientific research, the results proved the existing expertise of effective implementation in the studied branched trade network of proven methods for building marketing communications with smallholders, which makes the expertise very promising from the point of view of its application to other retail chains.
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