Маркетингові дослідження як основа забезпечення конкурентоспроможності підприємств ресторанного бізнесу

Abstract

О.В. Макушок, О.С. Рыбчак. Маркетинговые исследования как основа обеспечения конкурентоспособности предприятий ресторанного бизнеса. В статье определены роль и значение маркетинговых исследований в сфере ресторанного бизнеса и предложен алгоритм их проведения, что будет способствовать повышению конкурентоспособности предприятий общественного питания. Исследована рейтинги предприятий ресторанного бизнеса. г. Умань Черкасской области на американском сайте TripAdvisor. Сделан вывод, что проведение маркетинговых исследований с использованием диджитализации стимулирует владельцев ресторанов рассматривать свой бизнес как клиентоориетновану систему, работающую в условиях конкуренции и динамических рыночных изменений и предусматривает подбор маркетинговых инструментов на основе реальных результатов исследований потребностей целевой аудитории ресторанного заведения.

O.V. Makushok, O.S. Rybchak Marketing research as a basis for ensuring the competitiveness of restaurant businesses. The restaurant business is primarily a client business, and without understanding its target audience, careful marketing research, consistent and systematic promotion and the services of marketers, you can easily join the ranks of ex-restaurateurs. Therefore, the use of marketing tools in the restaurant business has ceased to be a fashion trend, and has become a conscious need for competitive businesses. It is proved that the use of marketing research in the restaurant companies’ activities is the most important condition for their successful operation; they are practically focused on the market of restaurant services, which dictates to enterprises the basic parameters of the production process. Restaurant businesses, in turn, have a reciprocal impact on the market through their production, commercial activities and advertising. Consequently, the restaurant industry is one of the most attractive objects of marketing research, and the study of the restaurant business market as a basis for decision-making by catering companies is the relevance of the research in attracting investment funds. The purpose of the thesis is to determine the features of marketing research in the restaurant business and develop an algorithm for their implementation, which will increase the level of competitiveness of enterprises. The ratings of restaurant business enterprises in Uman, Cherkasy region on the American website TripAdvisor have been studied. According to the results of the marketing research, the main factors that will contribute to the competitiveness of restaurant enterprises in a certain segment have been identified. It is established that conducting marketing research with the help of digitalization stimulates restaurant owners to consider their business as a customer-oriented system that works in competition and dynamic market changes and provides selection of marketing tools based on real research results of the restaurant’s target audience. It is concluded that an important component of ensuring the competitiveness of restaurant enterprises is the use of modern marketing tools that allow forming a sufficient level of consumer loyalty and strengthening competitive advantages.