title: ÐÐ½Ð°Ð»Ð¸Ð· Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ Ñ ÑÐµÐ»ÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Analysis of perception of brand in the market in order to increase competitiveness of food enterprise
Creators: name: ÐÐ¾ÑÐ¾Ð²Ð°, ÐÐ½Ð°ÑÑÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2020
Subjects: ÑÑÐ½Ð¾Ðº Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸Ð¾Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð¾Ð±ÑÐ°Ð· Ð±ÑÐµÐ½Ð´Ð°
ÑÐµÐ¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð°Ð½Ð°Ð»Ð¸Ð· Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ
ÐºÐ°ÑÑÐ° Ð±ÑÐµÐ½Ð´Ð°
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ð°
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ð°
Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ Ð±ÑÐµÐ½Ð´Ð°
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð°Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ°
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
public food market
positioning
brand image
repositioning
perception analysis
brand card
marketing macro-environment
micro-rocked monoprozen
marketing

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐ½Ð°Ð»Ð¸Ð· Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ Ñ ÑÐµÐ»ÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸ÑÂ». ÐÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ. ÐÐ»Ñ ÑÐ¾Ð³Ð¾, ÑÑÐ¾Ð±Ñ Ð¿ÑÐ¾Ð´ÐµÐ»Ð°ÑÑ Ð´Ð°Ð½Ð½ÑÑ ÑÐ°Ð±Ð¾ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ Ð²ÑÐ¿Ð¾Ð»Ð½Ð¸ÑÑ ÑÑÐ´ Ð·Ð°Ð´Ð°Ñ: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð°ÑÐ¸ÐºÐ¸ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ Ð¸ Ð¸Ñ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·; 2. Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÐµÑÑÐ²ÑÑÑÐµÐ³Ð¾ Ð¾Ð±ÑÐ°Ð·Ð° Ð±ÑÐµÐ½Ð´Ð° Ð² Ð³Ð»Ð°Ð·Ð°Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹; 3. Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐµÐ¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð´Ð»Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð²Ð½ÑÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð°; 4. Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾Ð²Ð¾Ð´Ð¸Ð¼ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÐµÐ¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð²Ð½ÑÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÑÑÐ´ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¾Ð² ÑÐ°ÐºÐ¸Ðµ ÐºÐ°Ðº: PEST â Ð°Ð½Ð°Ð»Ð¸Ð·, SWOT â Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÑÐ¸ ÑÐ¸Ð» ÐÐ°Ð¹ÐºÐ»Ð° ÐÐ¾ÑÑÐµÑÐ°, Ð¿Ð¾ÐºÐ°Ð·ÑÐ²Ð°ÑÑÐ¸Ñ ÐºÐ°ÐºÐ¾Ðµ Ð¼ÐµÑÑÐ¾ Ð±ÑÐµÐ½Ð´ Ð·Ð°Ð½Ð¸Ð¼Ð°ÐµÑ Ð½Ð° ÑÐµÐºÑÑÐµÐ¼ ÑÑÐ½ÐºÐµ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐ¸Ñ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¼ÐµÑÐ°ÑÑ Ð¿ÑÐ°Ð²Ð¸Ð»ÑÐ½Ð¾Ð¼Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ, Ð´Ð°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐµÐ¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð°, Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð¾ Ð½Ð¾Ð²Ð¾Ðµ Ð£Ð¢Ð Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð´Ð°Ð½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹.
description: Theme of the final qualification work: âAnalysis of brand perception in the market with the aim of increasing the competitiveness of catering enterprisesâ. Graduation work is devoted to the analysis of brand perception in the catering market and the development of measures to improve perception. In order to do this work, it is necessary to perform a number of tasks: 1. The study of the problems of perception of catering brands and their comparative analysis; 2. analysis of the existing brand image in the eyes of consumers; 3. offering recommendations for repositioning the brand, as well as for developing a communication policy within the brand; 4. Evaluation of the effectiveness of ongoing repositioning of the brand and the development of communication within the company. In the course of the work, a number of analyzes were carried out such as: PEST - analysis, SWOT - analysis, analysis of the five forces of Michael Porter, showing what place the brand occupies in the current market. As a result, an analysis was made of current problems that impede the proper positioning of the brand on the market, recommendations are made for repositioning the brand, a new UTP is presented, and an assessment of the effectiveness of these measures is analyzed.