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Determination of Competitive Strategy for "City Travel LLC

ФИО студента: Iulia Kanopka

Руководитель: Marina Predvoditeleva

Кампус/факультет: Graduate School of Business

Программа: Experience Economy: Hospitality and Tourism Management (Master)

Год защиты: 2016

The thesis presents the development of competitive strategy for "city travel" to ensure its competitiveness. The relevance of the chosen topic due to the importance of creating a competitive strategy that would ensure the competitiveness of a particular organization in the condition of high competition in the market services for organizing business trips. In the first chapter the theoretical basis of the process of developing a competitive strategy. In the second chapter the analysis competitive position of "city travel" and development trends on the business travel market. In the third chapter developed a competitive strategy for "city travel" is carried out and the assessment of its economic efficiency. According to the results of the conducted research and based on data obtained from comparative analysis of competitors given the fact that "city travel" is the market leader (30%) and thus equal the high quality among competing firms. At this time period of development, adhere to the basic strategy of leadership by saving on costs and competitive strategy "Leader", which will due to the constant monitoring of expenditures to maintain its dominant position in the business travel market. For "city travel", in the framework of the proposed competitive strategy that can be recommended to implement the strategy of "market Expansion", that is, the increase in the total demand for the proposed business travel. In the framework of the implementation of the proposed competitive strategy expected General increase in the volume of services of LTD "city travel" for 135,9 million. Calculation of economic efficiency of realization of competitive strategy of "leader" for "city travel" has shown that the value of the net present value will be by the end of 2017 25,4 million rubles. Thus, the developed competitive strategy and the recommendations proposed will enable the company in the short term to strengthen their market positions and to improve their competitiveness.

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