The fast food services market marketing research and directions for strengthening the competitive advantages at TOMATINA Ltd on it
Students Name: Kardash Iryna Tarasivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2024-2025 н.р.
Language of Defence: ukrainian
Abstract: In scientific literature, competitive advantages are considered from several points of view, they have certain characteristics, distinguish various features of their classification [1, 2]. The war negatively affects the functioning of modern domestic enterprises and their established competitive advantages [4, p. 59]. The components of its marketing activity play an important role in the formation of the competitive advantages of the enterprise on the market [5]. External competitive advantages of the enterprise can be strengthened through the use of omnichannel marketing [6]. Study object – research in this paper is the marketing activities of T TOMATINA Ltd in the fast food market, its role in shaping the competitive advantages of this enterprise in the market. Scope of research – the study is the theoretical and methodological foundations for the formation of competitive advantages of the enterprise in the market using marketing tools. Goal of research: to conduct a marketing research of the fast food market, marketing activities of TOMATINA Ltd and its role in shaping the competitive advantages of this enterprise in the market, substantiation of the directions of their strengthening. The research findings. TOMATINA Ltd owns catering establishments of the same name. They offer healthy and tasty daily meals - 12 assortment groups of products; consumers can add ingredients to some dishes on their own. All the dishes are of high quality and have an attractive appearance, and the list is constantly updated. TOMATINA Ltd uses environmentally friendly packaging, an open showcase, and modern cooking technologies, which also strengthens its competitive position in the market. The advantage of the Tomatina fast food chain is the lower price level for the dishes offered and their large variety. TOMATINA Ltd sells food and drinks both in its own locations and for delivery. Orders are delivered by the company’s own delivery service or by employees of other delivery services. In terms of marketing communications, TOMATINA Ltd pays considerable attention to online communications, customer and employee sales promotion and sponsorship activities. In recent years, Ukrainians have developed a habit of using fast food services, which is confirmed by the results of the analysis of secondary and primary marketing information. A number of factors provide a competitive advantage to their providers, including convenient location of such establishments, their design, a wide range of delicious dishes offered with a children’s menu, branding, use of a special food area called a food court, design of both the hall and the dishes, playgrounds for children, availability of an online ordering system and existing applications for food delivery, use of contactless technologies for payment for dishes purchased by customers, online table reservation systems, digital kitchens, etc. The conducted SWOT-analysis and competitiveness research showed that it is advisable for TOMATINA Ltd to use such a strategy for achieving competitive advantages as differentiation. Its implementation requires expanding the range of Tomatina restaurants with original dishes, offering new dishes for families with children, more active use of modern customer service technologies, increasing the budget for product promotion, developing new sales promotion measures, emphasizing in advertising the offer of healthy food at low prices in a significant quantity, development of measures aimed at improving the brand image, improving the informativeness of the company’s website, constant development of internal marketing measures for staff retention, implementation of environmentally friendly practices and other innovations. In order to justify the decision regarding the amount of discounts on tomato cream soup of TOMATINA Ltd, the relationship between price and demand for it was determined in the form of a linear economic-mathematical model, which should be used to determine the sales volume of tomato cream soup at different levels of discount. Keywords: fast food services market, competitive advantages, differentiation strategy, omnichannel marketing, enterprise competitiveness, sales promotion measures. References. 1. Hrynko T., Hviniashvili T., Kotlovska N. Upravlinnia konkurentospromozhnistiu pidpryiemstv optovoi torhivli. Ekonomichnyi prostir. 2023. № 185. S. 49-53. DOI: https://doi.org/10.32782/2224-6282/185-9. 2. Vlasenko V.V., Porfirenko V.I., Hrebelnyk M.M. Sut ta vydy konkurentnykh perevah pidpryiemstva. Infrastruktura rynku. 2020. Vyp. 49. S. 97-103. DOI: https://doi.org/10.32843/infrastruct49-19. 3. Sarai N., Hryhoruk A., Lytvyn L. Formuvannia konkurentnykh perevah pidpryiemstva na mizhnarodnomu rynku. Transformatsiina ekonomika. 2024. №1(06). S. 58-62. DOI: https://doi.org/10.32782/2786-8141/2024-6-11. 4. Korniienko T.O. Marketynhovi stratehii u formuvanni konkurentnykh perevah pidpryiemstv v umovakh voiennoho stanu. Ekonomika ta suspilstvo. 2023. Vyp. 49. URL : https://economyandsociety.in.ua/index.php/journal/article/view/ 2364. (data zvernennia: 25.10.2024). DOI: https://doi.org/10.32782/2524-0072/2023-49-65. 5. Korotun O.P., Zbyryt S.Ie., Martyniuk A.Iu. Omnikanalnyi marketynh: stvorennia tsilisnoi vzaiemodii mizh brendom ta spozhyvachem. Ekonomika ta suspilstvo. 2024. Vyp. 63. URL : https://economyandsociety.in.ua/index.php/ journal/article/view/4089/4018 (data zvernennia: 20.10.2024). DOI: https://doi.org/10.32782/2524-0072/2024-63-20.