UDC 339.137.1
DOI: 10.36871/ek.up.p.r.2025.11.12.008

Авторы

Janet A. Abati,
Peoples’ Friendship University of Russia, Moscow, Russia

Аннотация

The competitive approaches of Russia’s top retail chains Magnit and Pyaterochka are analyzed in this research on the basis of Porter’s Single Diamond Model as the theoretical basis. As Russia’s retail market is expanding at a rapid rate with urbanization, digitalization, and consumer mentality shifts, it is crucial to understand how top players tackle these trends. The study starts by situating the expansion of the retail industry, indicating an expected expansion from $31.98 trillion in 2024 to $34.86 trillion in 2025. Owing to prior studies of retail patterns in Russia, however, few have used strategic frameworks such as Porter’s Diamond to account for firm-level competitive success.
A mixed-methods approach was employed, combining qualitative evidence from industry research and interviews with experts with quantitative data like market share, infrastructure, and spending on innovation. The model was selected due to its particular emphasis on the way national environments shape conditions of the factor, demand conditions, associated industries, and firm competition to impact the competitiveness of firms, particularly in transitional economies like Russia.
There is evidence of various strategic priorities: Magnit prefers rural market penetration, vertical integration, and control over logistics with 26,000 stores and 7,555 delivery vehicles, while Pyaterochka focuses on cities, digital innovation, and customer relationship, with 80% of stores digitized and ₽15–17 billion of R&D spending in one year. Pyaterochka also dominates the market share (30% compared to 11% of Magnit).
The study concludes that Porter’s model fits the sources of competitive advantage in Russia’s retail sector. It recommends additional research into supply chain resilience, omnichannel retail, and consumer segmentation to further facilitate sustainable retail growth in emerging markets.

Ключевые слова

Retail industry, Porter’s Diamond Model, competitive strategy, strategic analysis, corporate analysis

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