Методичний інструментарій оцінки впливу GETS-факторів на розвиток підприємства ресторанного бізнесу

Abstract

Умови розвитку підприємств ресторанного бізнесу змінюються під впливом широкого спектру слабкоструктурованих та розрізнених чинників зовнішнього середовища. Підтвердженням рушійної сили їхнього впливу є глобальні економічні та соціальні наслідки пандемії COVID-19. Розглянуто основні проблеми розвитку підприємств ресторанного бізнесу та сформовано перелік чинників, які мають ключове значення для забезпечення економічної активності в умовах коронакризи за групами GETS-моделі (уряд, економіка, технології, суспільство). Побудовано причинно-наслідкову мережу зв’язку GETS-факторів. Запропонований методичний інструментарій оцінки інтенсивності впливу зовнішніх чинників на розвиток підприємства ресторанного бізнесу, який дає змогу підвищити обґрунтованість управлінських рішень в умовах коронакризи. The article is devoted to the study of the influence of environmental factors on the development of restaurant business enterprises, underestimation of the information which leads to negative consequences, causes at least difficulties in reviewing and transforming development strategies, and at worst scenario, the inability to “restructure” business processes according to the external environment. The main methods of strategic analysis of the external environment are studied, their advantages and disadvantages are determined. A GETS-model has been developed, which unites the integrated assessments of four groups of external pressure forces (government, economy, technology, society) into the system, allows to identify and determine critical environmental factors depending on their variation and level of impact on the operation of the restaurant business enterprises. Critical factors, which are key to ensuring economic activity under coronacrisis, have been identified. It has been found that the greatest impact on the operation of the restaurant business enterprises in the COVID-19 pandemic have economic and social factors. A graph of the causal relationship of GETS-factors, which influence the development of the restaurant business, is constructed, the alternative combination of components of which creates the possibility of selecting the optimal properties of the system. The relationship between the indicators of the GETS-model is formalized, taking into account the basics of tuple algebra. In the course of the research it has been argued that the development of the restaurant business enterprise in Ukraine depends on the ability to detect and respond to changes in the external environment quickly. Change is inevitable, and the flexibility to deal with the unexpected challenges of the external environment can mean the difference between development and survival for the restaurant business enterprises. The proposed methodological tools for local and integrated assessment of the intensity of external factors on the development of the restaurant business enterprise, which creates an opportunity to study permanent development processes and allows a comprehensive assessment of operating conditions, limitations and prospects for achieving targeted strategic vectors of development under quarantine and restrictive measures to counter the COVID-19 pandemic. Focusing on the dynamics of changes in the external environment of the restaurant business enterprise, it is justified that the variation of GETS-factors will change over time, form a new structure of their causal relationships, which must be taken into account by the restaurant business enterprises in justifying strategic management decisions.