Marketing Strategy Development for Hotel Restaurant in St. Petersburg

The hotel market in St. Petersburg can be characterized as a mature, with the highest level of competition. The same applies to the restaurant business, so for company management, which is laid at the intersection of these two markets becomes obvious the need of a carefully designed marketing plan that allows you to establish quality long-term communication with consumers. This paper was performed within the project research format. The main goal is to develop strategy of marketing promotion for the restaurant Pierrot of the hotel Courtyard Marriott Vasilievsky in St. Petersburg. Among the research methods there are theoretical analysis, which is the study of the essence of the scientific approach in strategic marketing, learning its approaches, stages and tools’ implementation. Analysis of scientific literature, research topic and secondary data allowed to reach an understanding of the management of the restaurant in the context of the hotel. To analyze the effectiveness of the internal processes of the organization have been collected the secondary data from the internal resources of the hotel, as well as data on the overall strategic direction and the characteristics of the consumer. In the end of the study the objectives of the organization, its resources and institutional capacities and capabilities of competitors is proposed an action plan for the promotion of the brand of the restaurant to achieve the most effective interaction with the target audience.