Abstract
The article considers topical issues of marketing competitiveness of hotel and restaurant business enterprises. The product marketing complex and the service marketing complex have been modernized by including the "period" element in the list of their components. The list of marketing functions of the manufacturer of a complex hotel and restaurant product has been supplemented with the function of implementing the time policy. The stages of the product life cycle are divided according to the principles of achieving effective interaction between producer and consumer based on cost structuring. The model of a complex hotel and restaurant product is presented. The principles of using a comprehensive approach to identifying different types of services in the process of integration in the direction of "producer-consumer" are formulated. An algorithm of effective actions of a hotel and restaurant enterprise to develop a marketing strategy to increase the level of competitiveness is proposed. The method of marketing assessment of the level of competitiveness of the hotel and restaurant enterprise on the basis of substantiation of quantitative criteria is developed. It is concluded that the role of digital services in the growth of a certain level of marketing competitiveness of the hotel and restaurant enterprise is growing rapidly. The priority directions for effective marketing management of the level of competitiveness of the hotel and restaurant enterprise are determined. The types of effects from the implementation of the results of the study in the practice of hotel and restaurant business are identified and grouped.
Highlights
Changes in the political, economic and social spheres of life of Ukraine, its integration into the European Community, the introduction of new technologies necessitate the improvement of all areas of enterprise management (Danko et al, 2020)
For the effective organization of marketing activities of a domestic company on the principle of timeliness it is necessary to: adjust the marketing complex taking into account the time factor (1); to single out the implementation of time policy in the function of marketing (2); revise the concepts of marketing management in order to analyze them in more detail, taking into account the impact of time (3)
– to know, study and analyze marketing facts related to the level of competitiveness of the enterprise;
Summary
Economic and social spheres of life of Ukraine, its integration into the European Community, the introduction of new technologies necessitate the improvement of all areas of enterprise management (Danko et al, 2020). Global factors of the crisis, including the action of factors COVID-19, the transformation of the tourism economy have strengthened competition, identified the need to diversify the implementation of elements of the marketing mix and apply a qualitatively new approach to marketing management of hotels and restaurants. Rarely resort to scientific approaches, methods and means of marketing in order to reduce the level of risk; practically do not implement such necessary for the successful development of marketing functions as digital monitoring of environmental factors, including the study of priority consumer needs, research on the postcoronavirus market, strategic trends in certain segments, etc (Mazaraki, 2019). The growing level of competition, globalization of business, digitalization of activities have led to the need to review and implement in practice the enterprises of the
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