STAR COMPANY SUCCESSFULLY FINISHES BUSINESS REORGANIZATION PROCESS

ArmInfo
2009-08-20 16:48:00

Arminfo. The biggest retailer of Armenia – STAR company has
successfully finished business reorganization process, press-service
of STAR told ArmInfo.

By the end of June of the current year the net of the STAR
supermarkets announced about the large-scale reorganization of
business on the basis of international standards to ensure the new
level of development. Today this process is in its active stage:
a part of the work has been already implemented, but some global
changes should be made. Besides the inter-corporative tasks, such
as: requirements to the business-processes and their participants;
correction of the organizational structure and staff list; optimization
of the working processes and introduction of the new motivation
system for the employees; reorganization also supposes renovation
of the strategical marketing programmes. As STAR Executive Director
Vahan Kerobyan said, the new strategy of the company will be built
at the unique combination of the three important factors of trade:
low prices, optimal assortment and european level of service. The
main purpose of the new strategy will be increasing of the level
according to which purchase is in line with expectation from it,
i.e. maximum satisfaction of a consumer. "Our net has always had
a goal to give service to different social groups of population –
from the low-income consumers to the people with good income.

Enhancing of this image in the mind of the audience thanks to
the strict orientation at satisfaction of the interests of all
the categories of buyers is in the programme of the company. Every
Armenian family, irrespective of its incomes, should do shopping at
STAR supermarkets with pleasure", – Kerobyan said.

The network leadership has invited foreign consultants Hubertus Rick
and Milan Martinovic, high-skilled professionals in European retail,
for successful achievement of the goals set. H. Rick says competition
in the retail market in Armenia is weak and local companies have
enough space to act. He outlined the high level of STAR network
development achieved due to the professional leadership and literate
application of international retail standards. The centralized system
of management, the largest logistic center in Armenia, a single
price and assortment policy, regular discounts, own trade mark,
uniform of the personnel, and customer feedback system are the best
examples of a developed network, the consultant says. In addition,
he highlighted that the company operates in compliance with the law,
which has a positive impact on the country’s economy and the living
standards of the population. This means that STAR works for the
welfare of the Armenian public, he says.

H. Rick highly appreciated the efforts of the company’s leadership
and said that it is time for business to attain a new quality. This
requires foreign knowledge and up-to-date technologies which is a
standard world policy.

STAR network of supermarkets comprises 13 supermarkets (12 in Yerevan
and 1 in Hrazdan). EBRD holds a 28.3pct stake in STAR.