Формування конкурентної стратегії підприємств ресторанного господарства: автореф. дис. на здобуття наук. ступеня канд. екон. наук: 08.00.04 – економіка та управління підприємствами (за видами економічної діяльності)

Abstract

Дисертація присвячена науковому обґрунтуванню теоретичних і методичних положень, розробці науково-практичних рекомендацій щодо формування конкурентної стратегії підприємств ресторанного господарства. У роботі досліджено сутність понять «конкурентна стратегія підприємства», виокремлено основні підходи до тлумачення змісту категорії «конкуренція», доповнено класифікацію видових проявів конкурентної стратегії підприємства ресторанного господарства, обґрунтовано особливості та визначено ключові аспекти формування конкурентної стратегії підприємств ресторанного господарства, сформовано концептуальну дослідницьку модель. Здійснено комплексну аналітичну оцінку основних тенденцій розвитку підприємств ресторанного господарства, досліджено еволюцію типів підприємств ресторанного бізнесу, розглянуто сучасні технології виготовлення ресторанних страв, прогресивні форми і методи обслуговування, сформовано комплекс сучасних інновацій для формування конкурентної стратегії, сформовано систему показників оцінки рівня реалізації конкурентного потенціалу підприємств ресторанного господарства за його локальними складовими, запропоновано використання інтегрального показника оцінки рівня реалізації конкурентного потенціалу підприємств ресторанного господарства. Визначено основні критерії та ідентифіковано стадію життєвого циклу підприємств ресторанного господарства, розроблено науково-методичний підхід до оцінки рівня лояльності споживачів до підприємства ресторанного господарства, обґрунтовано основні положення та методичні засади визначення оптимального типу конкурентної стратегії на підприємствах ресторанного господарства, розроблено структурно-логічну схему формування конкурентної стратегії підприємств ресторанного господарства. Kalenik K. V. The formation of a competitive strategy for restaurant business enterprises. – Manuscript. The dissertation for competition of candidate of economic sciences by speciality 08.00.04 – economics and management of enterprises (as per types of economic activity). Kharkiv State University of Food Technology and Trade of the Ministry of Education and Science of Ukraine, Kharkiv, 2018. The dissertation is devoted to scientific substantiation of theoretical and methodical positions, development of scientific and practical recommendations of formation of a competitive strategy for restaurant business enterprises. Interrelation of basic theoretical concepts of competition are determined, potential and competitive advantages which collectively determine the competitive level of enterprise are found to be the basic parameters of formation of competitive strategy. The degree of implementation of a competitive strategy characterizes the competitive behavior, the orientation of which determines the competitive position and competitive status of an enterprise. Based on generalization of existing approaches to interpretation of “competitive strategy of an enterprise” concept its basic essential characteristics (orientation on high level of competitiveness, maintenance and engagement of clients and support of competitive advantages, external orientation and match in time, balance of local components of competitive potential) are determined. For an argumentated definition of key determinants of formation of competitive strategy of a restaurant business enterprise, based on a theoretical research basic determinants (product, staff, service, atmosphere, price, image), that have an effect on satisfaction and the level of loyalty of consumers in the restaurant industry were determined and systemized. Based on the systematization of basic criterion signs and introduction of additional by individuality (restaurant services, needs of business, niche), specialization (target group, geographical expansion, VIP-segment), differentiation (productive, staffing, service, price, image), type of competitive behavior (innovative, reproductive, adaptive, providing), competitive intentions (aggressive, conservative, defensive) the classification of competitive strategies of restaurant business enterprises is developed. By results of complex analytical assessment of basic tendencies of development of restaurant business enterprises, presence of positive tendency of increasing number of restaurant enterprises and increase in effectiveness of their activity is revealed. It is established that the structure in the biggest cities of Ukraine there are certain features, and the number of restaurant business enterprises is determined by development of the region of tourist infrastructure. The evolution of types of restaurant business enterprises, modern technology of making restaurant dishes, progressive forms and methods of service is researched. In results of the research, presence of pronounced tendency to strengthening the emphasis of the restaurant business enterprises on the national cuisine. Considering a wide specter of PEST-factors and taking to account different degree of their influence on the restaurant business enterprise activities, scientifical and methodical approach on estimation of the environmental pressure on restaurant business enterprises, which unlike the existing provides the calculation of the aggregate pressure index of the environment, formed by the definite influence power of PEST-factors and ranging of external factors by characteristics mobility, complexity and uncertainty and allows to determine the optimal kind of strategic restaurant business enterprise management for ensuring opposition to the high pressure of factors of the external environment. Considering the necessity of strategical perspective determination and internal development possibilities for restaurant business enterprises in a competitive environment, a system of evaluation scores for competitive potential of restaurant business enterprises for its local components (finance, marketing, technical, innovative, productive and organizing) is formed and an integral indicator for ranking it is suggested. For the purpose of the reasoned solution of the problem of determination of prospects of further development of restaurant business enterprise definition problem, the system of indicators and methodical tools of definition of a stage of life cycle of the enterprise of restaurant economy that makes an opportunity to take into account the level of competitive pontoils actually achieved at a certain point in time, and allows on the basis of a definite life cycle stage to determine the target vector of further development is created. For determination of a restaurant business enterprise consumer loyalty level an integrated system of determinants of evaluation of consumer loyalty level is formed and scientific and methodical approach that concentrates six determinants (production, staff, atmosphere, service, price and image) on itself, allows to determine consumer loyalty level (low, medium, high, absent) and gives a characteristic of uniqueness of restaurant business enterprise is suggested, that creates opportunities for providing resistance to pressure of competitive environment. For the purpose of justification of the priority strategic decisions vectors relative to competitive behavior direction in the planned period scientific and methodical approach to determining an optimal type of competitive behavior of a restaurant business enterprise is developed. The scientific and methodical approach to choosing an optimal competitive strategy that bases on combining competitive potential assessments, aggregated environmental pressure index and the type of competitive behavior, that allows determining list of the basic measures for achieving of competitive advantages based on determined model parameters conformity is suggested. Considering the necessity of an integrated approach, the structural and logical scheme of the formation of a competitive strategy of enterprises of the restaurant industry is developed, which combines theoretical, analytical and practical bases of the formation of a competitive strategy, takes into account the pressure of the environment on the activity of restaurant enterprises, the level of implementation of the competitive potential and the type of competitive behavior, allows on the basis of comparison of possible alternatives to strengthen the competitive position to determine the vector purpose the guidelines for further development in the competitive environment.