Brand management and expansion strategiesin chain stores: A research on havas chainstores in Uzbekistan

The retail industry is a vital part of the global industry due to the exchange of groceries, stationery and other products and services between manufacturers and customers. The increasing expansion of retail stores offers customers competitive products at competitive prices and offers unparalleled shopping services for products. Competition in the Uzbekistan retail sector has been increasing in recent years, allowing customers to challenge major players in the market when comparing prices and product quality. In addition, the country is among the leading countries in the production of fruits and vegetables in the global market, which is the main source of the retail sector. Havaş is a local retail store that has been on the market since 2019, operating as a discount store that positions its stores near homes and offers its customers the lowest priced products (Havas, 2023). The retailer's main competitors are Korzinka, Makro, Carrefour, Smart and other small retail stores. Competitive rivalry and easy entry into the market increase the intensity of competition. According to the competence of the market as well as the external market conditions that influence the strategic decision-making of retailers, this article examines the market conditions in the retail market. In addition, internal analysis is carried out to analyze Havaş's strategic operation in order to gain a competitive position among its biggest competitors, Korzinka and Makro. External sources when conducting market analysis will be 3 Adapted from