Evaluation of competitiveness of retail enterprises in Nalchik

The article defines the ability of retailers, the ability of retailers to meet the requirements of consumers in high-quality products and trade services, taking into account local or regional characteristics. A generalization of the existing terminology allows us to understand the competitiveness of retailers as the ability of a retailer to meet the requirements of consumers in high-quality products and trading services taking into account local or regional characteristics. Assessment of the competitiveness level of a retail trade enterprise is carried out in the following sequence: selection of criteria and their assessment; determination of criteria weighting factors; calculation of a generalized criterion. To calculate the generalized competitiveness level of a retail trade enterprise, criteria and their scores are proposed, and their weighting factors are determined. An essential criterion for the competitiveness of retail enterprises is the degree to which they meet their real needs, which determines the different attractiveness of competitors to consumers. A direct comparison of retail enterprises in a series of similar ones (selling similar products or providing the same services) was carried out according to the main parameters (indicators): the atmosphere of the store, the internal environment of the store, the quality of goods and services, the image of the enterprise; financial and economic indicators. A comparative assessment of the competitiveness of retail trade enterprises has made it possible to establish that the Deya hypermarket is the most competitive trading enterprise. Along with this, it is necessary to direct the activities of the hypermarket to improve the financial and economic component and increase the image of the enterprise. One of the ways to increase the financial and economic indicators of a trading company is merchandising.