Open AccessDEVELOPMENT OF A STRATEGY TO IMPROVE THE COMPETITIVENESS OF THE RESTAURANT BUSINESS ENTERPRISE: AN APPLIED ASPECT
Author(s) -
Ganna Voroshylova,
Karyna Kalitvyanskaya
Publication year - 2021
Publication title -
vìsnik odesʹkogo nacìonalʹnogo unìversitetu. ekonomìka
Language(s) - English
Resource type - Journals
eISSN - 2664-696X
pISSN - 2304-0920
DOI - 10.32782/2304-0920/5-90-6
Subject(s) - swot analysis , business , position (finance) , product (mathematics) , marketing , service (business) , industrial organization , competitor analysis , geometry , mathematics , finance
The article studies the concept "competitiveness of enterprises"; summarizes the existing strategies to enhance competitiveness of enterprises of the restaurant business; highlighted the current state and trends of development of the restaurant business in Ukraine; conducted a practical study of competitiveness of the restaurant business, developed the optimal strategy to improve the competitiveness of the cafe "Chef BAR" (Kyiv). The study of practical experience in restaurant management and principled approaches to customer service, allows to accurately assess the existing competitive position in individual restaurants, as well as to propose measures to improve their position. Methodologically, the problem of achieving competitiveness of the restaurant business is inextricably linked to the task of developing measures to improve it, the starting point and success criterion of which is a preliminary analysis of internal and external factors of development. Determination of the competitive position of the cafe "Chef BAR" was carried out using the following methods: SWOT-analysis and PEST-analysis. Development and justification of the optimal competitiveness strategy of the analyzed institution was carried out using Ansoff matrix, which systematizes the available information about the market and the company's product, helps to choose the right direction of business development with the available resources and opportunities. The results obtained make it possible to solve important problems in the formation of competitiveness enhancement strategy of the enterprises of the restaurant economy. It is proved that the effectively developed strategy of increasing the competitiveness of enterprises of the restaurant economy allows to keep the balance of interests of consumer groups in this sphere, as well as to eliminate the negative impact of the pandemic coronavirus on the activities of establishments of this area.