Features of strategic management in the HoReCa sector under martial law

Abstract

Introduction. Strategic management in the HoReCa industry is essential for success, but it becomes even more challenging during times of war. The state of war affects the socio-economic situation and poses new challenges for hotels and restaurants. Recent research and publications highlight the interest in understanding the impact of war on HoReCa's strategic management. Addressing this issue requires developing adaptive strategies, ensuring safety for staff and guests, and maintaining business stability and productivity. The purpose of the paper is to define the concept of "HoReCa sphere", to identify the features of strategic management in the HoReCa sphere and to study the impact of martial law on strategic management in the hotel and restaurant business. Results. The term "HoReCa" has gained wide acceptance in the commercial hospitality industry. It encompasses a variety of establishments engaged in the production and sale of food for immediate consumption away from home, primarily hotels, restaurants and catering services. Strategic management in the HoReCa sector plays a crucial role in achieving competitive advantage and ensuring the sustainable development of enterprises in this industry. The strategic management cycle consists of four stages, including analysis of the external environment, formulation of the mission and strategic goals, selection of strategies and their implementation with control. The success of HoReCa businesses depends on flexibility, responsiveness to market changes, a customer-oriented approach and the development of competitive advantages, such as quality service, professionalism and positive community relations. Strategic management in the HoReCa sector is essential for navigating the dynamic and competitive environment of the hospitality industry. In times of military conflict, strategic analysis and planning must take into account unique circumstances, including risk assessment, conservation of resources, adaptation to changing customer behaviour and expectations, and adjustments to supply chains due to the constraints and challenges of the conflict situation. Conclusion. Overall, strategic management plays a vital role in the success and resilience of HoReCa businesses, especially in times of war, enabling them to respond effectively to market demands and maintain a positive reputation in the community.