Directions research and substantiation for marketing strategy improving at “Ozerniy Kray” Ltd using Internet marketing technologies
Students Name: Protsiv Andreas
Qualification Level: magister
Speciality: Internet-Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2023-2024 н.р.
Language of Defence: англійська
Abstract: The competitiveness of hotel and restaurant enterprises in market conditions is determined by the effectiveness of their marketing and sales strategies. In the formation of hotel and restaurant enterprises, great importance is attached to the creation of interest in their product and the development of new marketing approaches. Also, a key element is information and advertising activity, which is a means of conveying various information about products and services to customers. Considering the competitive nature of the hotel-restaurant business on the market, the importance of the development and promotion of the hotel-restaurant establishment becomes even greater. When considering entrepreneurial initiatives in the field of hotel and restaurant business, it is important to constantly analysed the activities of the company operating in this segment. The object of the work is the improvement of the marketing activity of hotel and restaurant business establishments on the example of “Ozerniy Kray” Ltd, which operates in the market of Lviv Oblast. The subject of the research work is the improvement of the marketing strategy of hotel and restaurant businesses based on Internet technologies. Goal of research: clarification of the goals and essence of marketing of hotel and restaurant business enterprises and determination of directions for improvement of their activity based on Internet marketing technologies. The research findings. In the work, reviews the theoretical foundations of marketing activities and the marketing complex of hotel and restaurant businesses, and summarizes the essence of Internet technologies as one of the areas of development of the company’s marketing strategy. An analysis of the financial, economic and marketing activities of “Ozerniy Kray” Ltd was carried out. The study of the domestic and local market of hotel and restaurant services was carried out. Based on the results of the analysis, recommended measures to improve the activities of “Ozerniy Kray” Ltd based on the use of Internet technologies are substantiated. Keywords: marketing, service, advertising, hotel, restaurant, Internet technologies, recreation, automation References. 1. Vartanova O.V. (2019). Internet marketing technologies for the promotion of goods and services. Eastern Europe: Economy, Business and Management. No. 4 (21). 158-163. http://www.easterneurope-ebm.in.ua/journal/21_2019/27.pdf. 2. Krykavskyi E.V., Kosar N.S., Chubala A. (2009). Distribution marketing policy: a textbook. Lviv. 231. 3. Krykavskyi E.V., Deinega I.O., Deinega O.V., Lorvi I.F. (2014). Marketing management: study guide. Lviv. 380. 4. Sager L.Yu., Sigida L.O. (2022). Commercialization of innovations: protection of intellectual capital, marketing and communications: monograph. Sumy, 363. 5. Grynko T.V., Gviniashvili T.Z., Kirichenko A.S. (2021). Strategic approaches to the management of marketing communications at the enterprise. Electronic specialist publication "Efficient Economy" No. 12. 6. Matviyets OV, Koshivska MV (2018) Sales activity as an integral part of economic activity of the enterprise. Modern economics. № 11. 116-121. 7. Strilchuk, R., Yakubovska, V. (2023). Internet technologies in business: marketing aspects. Bulletin of the Kyiv-Mohyla Academy. 189-192. 8. Shestakova T. M. (2021). Peculiarities of formation of communication policy of enterprises in crisis conditions. Change management and innovation. 1. 85-90.