STRATEGIC AND TACTICAL PRINCIPLES OF PLANNING FOR STRENGTHENING THE COMPETITIVENESS OF HOSTEL AND RESTAURANT ENTERPRISES

Abstract

The article focuses on the need for drastic changes in the direction of ensuring a much higher level of social and economic efficiency of the hotel and restaurant services in Ukraine. The analysis of the main researches and publications on the problems of strategic and tactical planning of the processes of strengthening the competitiveness of the hotel and restaurant business was carried out. The main factors of influence on the efficiency of operation and strengthening of competitiveness of enterprises in the hotel and restaurant business are highlighted. Increasing the competitiveness of the hotel and restaurant industry on the market is a factor in ensuring its development in new business conditions. The current state of the hotel and restaurant industry is determined by the pace of development of the market economy, in which competition performs the role of regulation and control of the regulatory mechanism. The formation of a competitive hotel and restaurant complex depends on the identification of competitive advantages and the development of a competitive strategy. An algorithm for the formation of a competitive strategy of a hotel and restaurant enterprise has been developed, which involves the analysis of the competitive market (competitive environment) and the selection of internal and external environment zones, the detection (identification) of competitors, the assessment of the intensity of competition, the analysis of competitors, the study of the competitiveness of the enterprise, its goods (services ), marketing activities and ultimately the selection and implementation of the company's competitive strategy. The importance of segmenting consumer markets and consumers, choosing the optimal pricing strategy, taking into account risk, developing competitive maps, creating a monitoring system and a general database on the state of the market in the implementation of strategic and tactical planning of the processes of strengthening the competitiveness of the hotel and restaurant business is highlighted.