Дослідження конкурентоспроможності закладів ресторанного господарства Київської області в умовах пандемії

Abstract

Досліджено динаміку обсягів реалізованої продукції (товарів, послуг) закладами ресторанного господарства Київської області у 2020 році. Виявлено загальні перешкоди для зростання кількості малих та середніх підприємств у зазначеній галузі економіки в умовах пандемії COVID-19. Досліджено сегментування ресторанного ринку Київщини, проведено експертне оцінювання критеріїв конкурентоспроможності ресторанів. Розраховано індекси, зведені показники конкурентоспроможності аналізованих закладів, установлено резерви підвищення їх конкурентоспроможності, запропоновано основні напрями їх подальшого розвитку в умовах епідеміологічної ситуації, що склалася.

Banquet service sphere was stably showing the growth of mortgages number and mortgages number increasing, its forms refinement, and banquet mortgages unique concepts recognition. Especially because of the COVID-19 epidemic, the competition intensifies not only in the field of service facilities, but in general in the restaurant business. This determines the relevance of further research. The purpose of the study is identifying the current state of temporary accommodation and catering competitiveness in the Kiev region under pandemic of COVID-19 virus. This research paper examines the dynamics of the volume of products (goods, services) which are sold by temporary accommodation and catering enterprises in the Kiev region in 2020. At the beginning of 2020, the number of subjects of temporary accommodation and catering in Ukraine amounted to 69,689 units, including 7,885 enterprises (11,3% of the total) and 61,804 individuals – entrepreneurs (88,7%). Common obstacles to the growth of the number of small and medium-sized enterprises in the given area of the economy under COVID-19 pandemic have been identified. According to the results of this survey, the pandemic has become the biggest obstacle for SMEs. Every second respondent (49,6%) reported it. In addition, almost every second respondent complains about insufficient orders, low demand or low purchasing power of the population – 45,0% of respondents. The segmenting of the restaurant market in the Kiev region was investigated, an expert assessment of the criteria for the competitiveness of restaurants for banquet service was carried out. In order to compare the competitiveness of the banquet restaurant "Regent Hill" among the main competitors, we take the value of its ratings as a "standard", as well as determine the weight of each evaluation criterion. On the base of calculated competitiveness and weight indices, the consolidated competitiveness indicator of each restaurant was determined separately: "Regent Hill" – 1, "Verkhovyna" – 1, "100 persons" – 0.96, "Allegro Hall" – 0.88, "GooD MooD" – 0.91. The indices are calculated, establishments’ competitiveness combined indices and reserves for their competitiveness increasing are determined, the main directions of their further development under epidemiological situation are proposed. Prospects for further research in this direction are the formation of new competitive models of business organization in Kyiv region and in Ukraine as a whole.