title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð° Â«ÐÑÑÐ½Ð¾ÑÑÐ¸&amp;Ð Ð°Ð´Ð¾ÑÑÐ¸Â» Ñ Ð¾Ð»Ð´Ð¸Ð½Ð³Ð° Â«Ginza ProjectÂ»)
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: Elaboration of a benchmarking strategy to increase customer loyalty of the restaurant Â«Pryanosti&amp;RadostiÂ», part of the Ginza Project holding
Creators: name: ÐÐ¾Ð·ÑÐ¼Ð¸Ð½Ð°, 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: 2023
Subjects: ÑÑÐ½Ð¾Ðº Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ
Ñ Ð¾ÑÐµÐºÐ°
Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³
ÑÐ¸ÑÑÐµÐ¼Ð° Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹
Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¸Ð¹ Ð¿ÑÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ°
Ð°Ð´Ð²Ð¾ÐºÐ°ÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ñ
catering market
horeca
benchmarking
customer loyalty system
relationship marketing
customers custom path
brand advocacy

description: Ð¦ÐµÐ»ÑÑ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² ÑÐµÑÑÐ¾ÑÐ°Ð½Ð° Â«ÐÑÑÐ½Ð¾ÑÑÐ¸&amp;Ð Ð°Ð´Ð¾ÑÑÐ¸Â». ÐÑÐ½Ð¾Ð²Ð½ÑÐ¼Ð¸ Ð·Ð°Ð´Ð°ÑÐ°Ð¼Ð¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ Ð² ÑÐ¾Ð´Ðµ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ, ÑÐ²Ð»ÑÐ»Ð¸ÑÑ: - Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Â«ÐÑÑÐ½Ð¾ÑÑÐ¸&amp;Ð Ð°Ð´Ð¾ÑÑÐ¸Â», Ð¸Ð´ÐµÐ¹Ð½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ ÑÐµÑÐ¸ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð¾Ð² Ð¿Ð¾Ð´ Ð·Ð½Ð°ÐºÐ¾Ð¼ Â«Ginza ProjectÂ» Ð¿Ð¾ÑÑÐµÐ´ÑÑÐ²Ð¾Ð¼ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°; - Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÑÑÐ½ÐºÑÑÑÑ ÑÑÐ½ÐºÐ° Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ Ð¸ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹; - Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð¾Ð¹ Ð¾ÑÑÐµÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼Ð¸ÐºÑÐ¾- Ð¸ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°; - Ð°Ð½Ð°Ð»Ð¸Ð· Ð»ÑÑÑÐ¸Ñ Ð¿ÑÐ°ÐºÑÐ¸Ðº Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹ Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³Ð°; - Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¸ ÑÐ¾ÑÐ¼ÑÐ»Ð¸ÑÐ¾Ð²ÐºÐ° Ð²ÑÐ²Ð¾Ð´Ð¾Ð². ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð² ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³Ð°, Ð¿Ð¾ÑÑÐ¾ÑÐ½Ð½Ð¾Ð¼ ÑÐ°Ð¼Ð¾ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ð¸ Ð¸Ð½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¹, Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð½ÑÑ Ð½Ð° Ð¸Ð·Ð¼ÐµÐ½ÑÑÑÐ¸ÑÑÑ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸ÑÑ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¸ Ð¸Ð·Ð¼ÐµÐ½ÑÐ¸Ð²Ð¾ÑÑÐ¸ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. ÐÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð´Ð°Ð½Ð½ÑÐµ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾-Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÐÐ½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð² Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°Ð³ÐµÐ½ÑÑÑÐ². ÐÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð° ÑÐ¸ÑÑÐµÐ¼Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³Ð°, ÐºÐ¾ÑÐ¾ÑÐ°Ñ Ð¼Ð¾Ð¶ÐµÑ Ð±ÑÑÑ Ð°Ð´Ð°Ð¿ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð° Ðº ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÐ¼ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸ÑÐ¼ ÑÐ¾Ð³Ð»Ð°ÑÐ½Ð¾ Ð¸Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÑÐ¼ Ð¸ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐµ.
description: The purpose of this work is to analyze and develop a benchmarking strategy to increase customer loyalty of the Â«Pryanosti&amp;RadostiÂ» restaurant. The main tasks that were solved in the course of this work were: â analysis of the Spice &amp; Joy strategy, the ideological policy of the Ginza Project restaurant chain through tools and methods of strategic analysis; â study of the conjuncture of the catering market and the peculiarities of consumer behavior; â research of the companys financial statements, features of marketing micro- and macro-environments and conducting competitive analysis; â analysis of the best practices of implementing relationship marketing to increase customer loyalty; â development of recommendations for the implementation of benchmarking strategies; â evaluation of the effectiveness of the proposed measures and formulation of conclusions. The relevance of the topic is due to the need for companies to implement a benchmarking strategy, constant self-improvement and the introduction of innovations based on the changing preferences of the target audience and the variability of the external environment of the enterprise. The sources of information were data from domestic and foreign research literature, official Internet resources and analytical agencies. A system of benchmarking strategy development is proposed, which can be adapted to various enterprises according to their peculiarities and policies.