Pyatnytska G. Formation of the strategy of restaurant trade enterprises development

The thesis work deals with the theoretical-methodological and methodic aspects of the formation of the strategy of restaurant trade enterprises development. Practical recommendations as to the choice and application of marketing sub-strategies, formation of the common strategy of restaurant trade enterprises development considering their type, deferent stages of vital cycle, and main purposeful groups of consumers are being grounded in the work. Current scientific approaches to the classification of the development strategies are systemized and it was developed the model of the choice of the development strategy under competition environment. The notion "innovative advantage" is introduced into scientific sphere; new models for estimating innovative advantages of restaurant trade enterprises were proposed. Concept rules of innovative advantages were formulated and on their basis it was worked out the model of formation of the strategy of restaurant trade enterprises development. It was worked out newscientific approaches to the evaluation of volume of restaurant trade market and violent competition among the enterprises of this sphere of economic activity. The following models were formed: evaluation of relations among factors of outside enterprise environment; search of optimal interconnection between price, quality and innovative changes of enterprises. It was proposed to carry out matrix imposition. The system of indexes of restaurant trade enterprises competitiveness is being improved. Strategic reference points and conceptual principles of restaurant trade development were defined; proposals as to the improvement of state regulations of restaurant trade enterprises development in Ukraine were grounded.