Competitiveness indicators of catering business entities : the case of Russia

Abstract

Purpose: The article analyzes the existing marketing strategies in catering and define their influence on the competitiveness level of catering business entities in Russia. Design/Methodology/Approach: This article is dedicated to generalizing papers on the problems of catering marketing strategy formation. The object of the research is marketing strategies in catering and their influence on the competitiveness level of the entities. Findings: The novelty of the research is an algorithm of evaluation of the competitiveness level and marketing strategy adjustment of operating catering business entities based on the analysis of their major performance indicators. The algorithm with its system of certain indicators allows defining the competitiveness level, selecting and adjusting marketing strategies and sub-strategies, and, thus, enhancing the effectiveness of catering business entity performance. Practical implications: Flexibility and adaptiveness of this system entails that any catering business entity can select priority indicators from it and then calculate them to adjust marketing strategies and sub-strategies based on data obtained in the meantime. Originality/Value: The value lies in the disclosure of industry specifics of strategic marketing management in a definite economic activity considering essential strategic and operational factors which determine ultimate economic effectiveness of target marketing exposures.