COMPETITIVENESS OF RETAIL CHAINS

The main goal of retail sector transformation is to leverage digital technologies and new business models to enhance customer experience, increase operational efficiency, and drive growth in a rapidly changing and competitive environment. Technological advancements, the proliferation of digital platforms, and improvements in cybersecurity and logistics have significantly reshaped the retail industry, making it more dynamic and interconnected. The industry is experiencing a shift toward new systems that enhance the reliability, delivery speed, quality, and accessibility of retail chain store services. There is increasing emphasis on fostering cooperation, investment, and regulatory oversight among organizations in the trade sector to adapt to these changes. Overall, the retail sector is being transformed by the integration of digital technologies and globalization, resulting in new opportunities and challenges for businesses and consumers alike. As part of the study, 422 employees of 6 organizations active in the retail sector of Mongolia were surveyed using a 5-point Likert scale and ranked by importance based on the following key factors of Porter's Diamond Model: resource and production factors; demand factors; related and supporting industries; strategy, structure and competition; government; and opportunities and challenges.