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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Anastasia Rumyantseva
Marketing Strategy Formation of the Restaurant Business for Improving its Competitiveness
Marketing Technologies
(Master’s programme)
8
2018
The effective use of marketing tools is increasingly important, which can provide companies with the required level of competitiveness due to a more detailed understanding of the needs of the target audience, meeting the needs of specific visitors and increasing their loyalty. Under the circumstances, ensuring competitiveness is possible only on the basis of the formation and implementation of an effective marketing strategy that takes into account the impact of external and internal aspects of the restaurant business.

The socio-economic essence, types and functions of marketing were considered in the thesis. The information about the marketing cycle at the restaurant business was systematized. The author suggested her own definition of marketing strategy. The production and economic activities of the restaurant "CoCoCo" were characterized. The SWOT analysis of the restaurant "CoCoCo" was presented. The market of restaurant business of St.-Petersburg was analyzed and the tendencies were revealed. The target audience of the restaurant "CoCoCo" was studied. The system of an estimation of competitiveness of the enterprise of restaurant business on the basis of definition of an Consumer Satisfaction index was offered. The author developed a marketing strategy for the restaurant "CoCoCo", aimed at increasing its competitiveness. Potential results from the implementation of the proposed marketing strategy were estimated.

Keywords. Marketing. Marketing strategy. HoReCa. Competitiveness. Market analysis.

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