ACTIVITIES OF THE GROUP "INTER-ATHLETICS" SPORTING GOODS MARKET

Abstract

Purpose. To explore the modern market of sporting goods in Ukraine and to determine the place of the Concern "Inter-Athletics" in the modern market; to determine the main directions of work of the concern.

Methodology. The methodological base of research includes such methods as analysis (during the study of the researched problem); forecasting (to formulate conclusions and recommendations).

Results. In the article the Ukrainian market of sport goods is analysed. The market segmentation, trends of market development, and reasons of consumer’s behaviour are studied. The market of sport goods is divided into segments: sportswear, accessories and equipment. Almost the entire market of sports equipment and accessories is imported. Ukrainian products in comparison with the products of the well-known brands have worse characteristics on the variety of goods, design and colours. The concern "Inter Atletika" works in the market of sporting goods since June 1996. Concern "Inter Atletika" consists of a group of companies which produce and sale the goods for sports and recreation. Although it has a certain specialization, the work of the concern includes almost all areas on the way to a healthy and active lifestyle. The main activities of the concern are the production and sale of professional sports equipment for fitness centres, production and sale of children's and sports equipment for outdoor activities, wholesale and retail trade of goods for sports and recreation.

Practical value. Results of the study can be used by merchants for improving commercial and trade work of the enterprises.