Marketing strategy of goods of everyday demand of catering enterprises
Authors:   Odesа Polytechnic National University, Davydova Hanna 
Published: January 2024

The aim of the article. In the competitive struggle, in order to survive, companies should pay great attention to marketing and sales. The economic activity of the enterprise is doomed to failure if it lacks knowledge about the patterns of product promotion, market capacity, activity of competitors, the state of supply and demand, and changes in customer needs. Information about the state of the economy and the effectiveness of market mechanisms - competition, pricing, supply and demand, taxes, money, and other processes significantly changes the order of functioning of economic systems. Therefore, it is important for the enterprise to have a mobile system for studying the market, which would promptly and adequately respond to the constant change in circumstances. The purpose of the article is to research marketing strategies for the promotion of goods in daily demand of public catering enterprises in conditions of increased competition. The results of the analyses. The key groups of customers of the public catering enterprise "AromaKava" were studied. The following groups are distinguished: 1) women and men aged 16 to 23, with incomplete higher education, who live on their parents' money or have a part-time job with a salary of about UAH 5,000. month; 2) women and men between the ages of 23 and 35, who have a permanent job and earn more than UAH 10,000 per month, can have a child; 3) women and men aged 35 to 55, who have a permanent job 5/2 with an income of UAH 16,000 or more, have a family. A matrix of segments was developed based on age, income, taste preferences, demographic, behavioral, social, psychographic factors. The specifics of customers by time of day are highlighted. The type of competition in the market of coffee shops was studied and the behavior of the main competitors - "Frans.ua", "Lviv croissants", "BrownCup" was analyzed. A comparison of impressions about the establishment and consumer opinions about the taste of the products was made. The advantages and disadvantages of the investigated enterprise and competitors are determined. The market share and market growth rate of each of the enterprises are highlighted, as well as the features of the relationship between the product and the consumer. Competitive differentiation strategies are proposed for each of the target audiences: differentiation of goods, prices, image, personnel, which will ensure greater orientation towards increasing competitiveness in the market; focused on establishing a connection between the product and the consumer and will consider. Developed measures for the implementation of marketing strategies and expected results from them. Conclusions and direction for further research. The result of this work is that in the process of work: a matrix of segments for consumers of "AromaKava" was developed, which made it possible to determine the optimal ratio of the "ideal structure" of the matrix of segments; an analysis of the industry and the competitive environment was carried out, which involved determining the company's position on the market, comparing the company in question with its competitors and determining the main provisions of the business, dividing the company's competitors according to the criterion of marketing danger; differentiation strategies were selected for each segment of the enterprise, which made it possible to overcome weaknesses and reduce risk in relation to competitors; led to finding an individual approach to purchase attraction for each segment; developed a marketing strategy for the development of the enterprise in each of the segments and a plan of marketing activities for the implementation of the marketing strategy, which contributed to the development of the brand, formed awareness of the company, increased competitive advantages and strengthened trust in the company among consumers. In further studies, it is planned to investigate the specifics of the use of digital marketing tools, which are gaining total distribution, in the activities of public catering enterprises.