Analysis of the Attractiveness of the Restaurant Business in Russia (the Segment of Coffee Houses in City Klin)

The purpose of this work is to assess the attractiveness of the segment of coffee houses in the city of Klin. This study used the methodology for assessing the attractiveness of the industry by Thompson and Strickland. The work consists of two chapters. The first chapter describes the basic theoretical concepts of the methodology for assessing the attractiveness of the industry according to Thompson and Strickland. The second chapter describes the concept of the “hospitality industry”, the catering industry, and also discusses the main approaches to the perception of the hospitality industry, the classification of catering establishments and the role of the restaurant business in the hospitality industry. The second chapter also contains an analysis of the attractiveness of the coffee house segment in Klin. This analysis provided data on the attractiveness of the coffeehouse segment in Klin for potentially new market players. Based on the analysis, the following conclusions were made: 1. The market growth rate and market volume continue to grow; 2. The industry is highly dependent on legislative changes; 3. There is a high threat of the appearance of substitute goods, as well as a high level of competition. 4. The segment of coffee houses is not subject to seasonality, and also covers all categories of consumers. The general conclusion about the attractiveness of the Klin coffee house segment is that the industry is attractive for potential new market players, but they should take into account the risks associated with glut.