Тhe analysis of the hotel-restaurant enterprise for the development of marketing strategy, on the example of the restaurant "Мilena"

Abstract

The subject of the study is the analysis of the hotel and restaurant enterprise in order to develop a marketing strategy on the example of the restaurant "Milena". In the era of comprehensive informatisation of society, market competition plays an important role in predicting and planning the long-term development of enterprises, which is based on strategic management of the efficiency of business processes. The aim of the article is to analyse the specific enterprise of the hotel and restaurant sphere in order to develop an effective marketing strategy. Many entrepreneurs consider it unnecessary to keep a marketing department at the company or spend 30% of profits on marketing. After analysing the works of today’s scientists, the concept of marketing strategy was formulated, namely, it is a prism of certain actions and methods through which the enterprise is formed and operates. The enterprise working in modern market economy, in order to improve its performance, should constantly analyse the internal and external environment, the actions of competitors, to study the needs of consumers and trends of their changes. The aim of the assignment is to analyse the activities of the hotel and restaurant enterprise "Milena"; to identify the strengths and weaknesses of the restaurant; to analyse the target audience in Kharkiv city and the work of competitors. The methods are: the analysis of the restaurant and its competitors social media networks; to conduct a survey of the target audience and analyse the results of the survey. Results: the necessary measures for the rebranding of the restaurant were proposed. It was suggested to introduce new technologies in the enterprise. It is recommended to pay attention to the younger audience of Kharkov city. Conclusions: the general indicators and indicators of the marketing activity of restaurants were analysed. To be successful, the restaurant must be able to meet the expectations of consumers, understanding the reasons why customers choose a particular type of restaurant. Moreover, as the consumer market becomes increasingly fragmented, restaurants must be aware of the needs to differentiate their customer segment and attract target customers by focusing on their important restaurant attributes when choosing a dining location. This comparison states managers and managers of Milena restaurant the actions and tactics of competitors successfully promoting their marketing activities.