Evaluation of the sector of trade by price segment

The article discusses the features of the segmentation of the trading market by price. For many companies, 2020 was an extremely unprofitable year, since in most regions for about six months, the authorities decided to close shopping centers indefinitely in order to avoid the spread of the new coronavirus infection. And now, in 2021, companies have gradually begun to compensate for losses with the opening of shopping centers. But at the same time, the competition has become even higher, as each of the companies wants to return to the indicators of at least 2019 as soon as possible. For the analysis, four main segment groups were identified, based on the available information on the indicators in the trade industry and the financial performance of some companies, a map of strategic groups was drawn up, which made it possible to conclude that the low-price segment predominates. However, higher rates of profitability are typical for the middle and high price segments. The main segmentation groups are considered as the basis for the formation of the strategy of individual sellers in the target market. The study consists in conducting a SWOT analysis of the four target groups of the trade industry under consideration.