business planning, entrepreneurial activity, competition, consumer characteristics, market segmentation, trends in the development of the tourism industry and the hotel and restaurant business
Abstract
The article examines competition in the hotel and restaurant business market in Ukraine. Conceptual foundations for business planning are developed using the example of enterprises in the tourism and hotel and restaurant business, applying the principles of a systematic approach. Business planning allows for growth in market share in certain segments. The activities of enterprises in the tourism and hotel and restaurant business are influenced by current trends: the impact of war, increased competition for consumers, established market shares, and limited resources. It is shown how the selection of market segments necessary to ensure the development of the range and assortment of services influences the formation of appropriate business planning tactics and strategies. The trends in the restaurant business in Lviv are analyzed. The main trends in the functioning of catering establishments are identified. The characteristics of current changes in the market are formed. Approaches to consumer segmentation as a stage of business planning are shown. The main criteria for market segmentation are the demographic and economic characteristics of individual consumer groups. This study focuses on the most important personal characteristics: gender, age, marital status, occupation, and average monthly income per family member. It has been determined that the age structure of visitors is very diverse. The middle and older generations prefer restaurants. The impact of the average monthly income of an average individual on their demand for restaurant products and services is assessed by the elasticity coefficient. It has been established that the mass visitation of catering establishments by entrepreneurs is influenced by their high purchasing power and the purpose of their visit – business meetings and corporate events. The need to foresee in business plans activities not only in product policy, but also in creating favorable conditions for spending time has been identified.
Author Biographies
Natalia Kovshun, National University of Water and Environmental Engineering, Rivne
Doctor of Economics, Professor
Vladyslav Solodkyі, National University of Water and Environmental Engineering, Rivne
Candidate of Economics (Ph.D.), Associate Professor
