2019, Vol. 6, No. 3. - go to content...

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DOI: 10.15862/04ECOR319 (https://doi.org/10.15862/04ECOR319)

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Ryzhova I.O., Arustamov E.A., Kireev I.A. Analysis of factors of successful entrepreneurial activity of the 5LB sports nutrition chain store. Russian journal of resources, conservation and recycling. 2019; 6(3). Available at: https://resources.today/PDF/04ECOR319.pdf (in Russian). DOI: 10.15862/04ECOR319

Analysis of factors of successful entrepreneurial activity of the 5LB sports nutrition chain store

Ryzhova Irina Olegovna
Russian university of cooperation, Mytishchi, Russia
E-mail: rizhova@rucoop.ru

Arustamov Eduard Aleksandrovich
E-mail: eduard-arustamov@yandex.ru

Kireev Ilʹya Aleksandrovich
Trading network company for sports nutrition products of 5LB company, Moscow, Russia
E-mail: kireev.kireev1995@yandex.ru

Abstract. The 5LB sports nutrition store chain provides a wide range of certified sports nutrition: proteins, amino acids, creatine, weight gainers, fat burners and other sports nutrition product groups from leading manufacturers. Sports nutrition includes a special class of products specially created by scientists to maintain health and achieve high athletic performance by professional athletes. The range of products related to sports nutrition is quite wide. The popularity of and demand for such products has been growing rapidly lately, and specialized trade enterprises in this group of goods are clearly not enough. The market of sports nutrition products is very specific and represents a kind of intermediate position between the pharmaceutical market and the food market.

The most important motives for the purchase of sports nutrition drugs are the effectiveness of the drug and its safety. Such productive segments of the assortment as additives for increasing the muscles of the body, sports general preventive additives that increase the activity of the athlete’s circulatory system, energy, calcium-containing additives and means for the prevention of sports joint diseases are in increasing demand.

Keywords: sports nutrition; professional athletes; food market; assortment of goods; sports training; sports supplements; malaise; product class disease prevention; motives for the purchase; competitive environment; online store format; territorial manager

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