Articles

Marketing Management of the Restaurant Enterprises on the Base of Market Segmentation Results

Authors:

Chugunova O.V., Starovoytova Ya.Yu.

Abstract:

The article presents the analysis of catering market of the Sverdlovsk region. The development pace of the public catering enterprises in the Sverdlovsk region is analyzed. The study showed that the catering market development exists within the framework of the national trends: the of the meal costs decline in the public catering enterprises, unequal distribution of the public catering enterprises among municipalities; the high similarity level of the services provided. The year 2015 is mentioned as the time of difficult economic situation in the country as a whole, which certainly has had an impact on the restaurant industry economy in the Sverdlovsk region. The study purpose is to segment the restaurant services market, as well as the methodological recommendation elaboration for marketing planning on the restaurant enterprise. The theoretical and practical aspects of the marketing research application in the field of restaurant business are concerned. The restaurant business is a prospective sector for investments, however there is a risk of losing money due to the high level of competition. Particularly, the use of the marketing research tools aimed at restaurant service consumers’ segmentation is suggested. The authors have considered the marketing research specifics in the restaurant business that includes the following stages: desk research (bibliography study) targeted to identify existing views on the restaurant market segmentation, identification and description of the special segments based on the industry experts opinion using the method of individual semi-structured interviews; detailed consumer segmentation using the cluster analysis method on the basis of a written survey; results interpretation of the cluster analysis taking into account the views of industry experts.

Keywords:

marketing research; market segmentation of the restaurant services