Development of enterprises of restaurant industry based on marketing principles



Development of enterprises of restaurant industry based on marketing principles



Poltavska, Oksana



Kyiv National University of Trade and Economics 19, Kyoto str., 02156, Kyiv, Ukraine e-mail: Ph.D., Assoc. Prof., Department of Hotel and Restaurant Business

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Poltavska, O. (2017). Development of enterprises of restaurant industry based on marketing principles. Socio-Economic Problems and the State. 17 (2), 144-153.

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Ternopil Ivan Puluj National Technical University








marketing strategy
restaurant industry




The author installed that the high level of dynamic marketing environment, especially macroeconomic destabilization and exacerbation of the political situation, require adaptive solutions in the management of the enterprise, including the sphere of marketing activities. It is proved that the necessary condition for successful work of modern enterprises in the field of restaurant industry is the creation of a marketing complex aimed at the formation of end-user-oriented, relatively inexpensive and effective marketing tools based on the use of modern technologies. Factors mentioned above cause the necessity to develop an integrated approach to their formation and thorough research of the issues of organizing marketing of interaction and management of contact personnel of enterprises of different segments, forms of ownership and sizes, criteria for evaluating the efficiency of the marketing complex for the sphere of restaurant services, incentive measures and directions for further development of the marketing strategy of the enterprises of service sphere. Particular attention is paid to the systematization of existing approaches to the formation of a marketing complex and to substantiate the model of marketing complex for restaurants in the enterprise.



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Scientific Journal "Socio-Economic Problems and the State"

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Scientific Journal "Socio-Economic Problems and the State", Vol.17, No.2