Company Competitive Strategy During Financial and Economic Crisis

Today consumers become more price sensitive and less brand loyal than ever before. Economic crises brought hard times into various markets: consumers buy according to special offers and do not notice brand’s advantages and their message to them. So, сhoosing right competitive strategy is becoming ever more imperative for business. In order to be successful in any type of market an organisation needs to define its marketing proposal in simple but at the same time attractive way. Therefore, the purpose of competitive strategy of the company is to gain sustainable competitive advantage over the rivals. The considered catering company appeared on the market relatively recently but has already managed to perform several orders. The main problem is that the market in which it operates is not well developed yet and consumers treat with caution to catering services. It caused stereotypes about the high cost of catering services, so the company needs to take a competitive position in the market in order to break down these stereotypes and to achieve success. The main goal of this work is development of recommendations about formation of competitive strategy of the catering company in the period of an economic crisis.