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Item INTEGRATED MARKETING COMMUNICATIONS OF THE CLUB RESTAURANT «FILIN», MYRGOROD(KNUTE, 2020) Slyvka DariiaThe relevance of the topic of the thesis lies in the fact that currently there is an active development of marketing both in the whole world and in Ukraine. Competition in the global market is intensifying, and, therefore, companies need to spend more money on promoting their own product so that it does not get lost among the mass of others, on the creation of unique, fundamentally new products. American and European companies give leading role to research and development activities. To optimize the work, the sellers are equipped with laptop computers that allow them to control the inventory in the warehouse and the activities of competitors: the central office is immediately informed about the end of inventory in any of the stores or about the actions of competitors[1]. There is an intensive development of technology. For example the use of interactive CD players and electronic scanners at retail locations. Marketers understand the need to target specific market segments to avoid unnecessary costs and maximize consumer exposure. At the same time, the global economic crisis has led to a reduction in marketing budgets. However, this increases the need to find economic and at the same time effective ways of communicating with consumers. Therefore, the role of integrated marketing communications is increasing every day. Competition is also intensifying, so only those companies that know and understand their consumers and competitors well, conduct an effective communication policy, will be successful in the market [2,3]. Shifting interests from mass to targeted marketing, as well as dynamic development of communication channels and tools promotions set a new challenge for marketers. The modern consumer is exposed to numerous and varied information about the company. However, buyers do not distinguish between sources of advertising messages the way marketers do. The messages they receive through a variety of media - advertising, personal selling, sales promotion, public relations, or direct marketing - create an overall impression of the company. If information coming from different sources is contradictory, this provokes distrust in the company and its products. Companies often fail to properly coordinate the activities of their communication channels. As a result, the consumer cannot understand a large number of messages. Currently, the concept of integrated marketing communications (IMC) is gaining more and more popularity, coordinating all types of promotion - advertising, personal sales, sales promotion and PR in order to reach all target audiences with a single message. This approach is more modern and allows solving the problems associated with traditional promotion. 1) a single funding is introduced and the conflict over budgets in different directions of promotion is eliminated, which takes time and effort. 2) a single "control center" for the product promotion campaign appears. 3) unified campaign planning is introduced. This eliminates the effect of sending out various and often conflicting "messages" about the product. 4) And most importantly, this approach is at least 2 - 2.5 times cheaper than the traditional one. Significant savings are possible because integrated marketing communications allow you to opt out of direct advertising on television[6]. General issues of theory and practice the application of marketing communications was given much attention in the works the following foreign authors: F. Kotler, D. Schultz, S. Tannenbaum, R. Lauterborn, J. Burnett, S. Moriarty, P. Smith, K. Barry, A. Pulford, G. Dowling. Among Russian and Ukrainian authors studying this direction of marketing communications, it is necessary to note EN Golubkov, AND. Primak, F.I. Sharkova, E.V. Romat, V.I. Cherenkovaand others. Analysis of the scientific literature related to the topic of the thesis allows us to conclude that there is a fairly high level of elaboration of various theoretical and practical aspects of integrated marketing communications. The growing role of marketing communications, their consistency and control made it necessary to expand the scale of scientific research substantiating ways to solve managerial tasks for the coordination and assessment of the effectiveness of the marketing departments of companies. The aim of the thesis is to study the theoretical and methodological aspects of an integrated system of marketing communications and, on its basis, develop directions for the development of the company in the context of the concept of integrated marketing and communications. Achieving this goal implies the need to solve the following tasks: - consider the role and importance of integrated marketing in company management; - to characterize the evolutionary path of marketing and its concepts; - to reveal the essence of the marketing communications system at the enterprise; - to identify the features and tools of integrated marketing communications; - to characterize enterprise development programs as an integrated marketing tool; - to analyze the concept of marketing and marketing communications at the club restaurant «Filin»; - develop directions for the company's development in the context of the concept of integrated marketing and communications and assess the effectiveness of the proposed activities[7]. The subject of the thesis is the marketing communications of club restaurant Filin. Subject of work - methods of integrated marketing communications for modeling the behavior of consumers of an enterprise. In the course of the study, a systematic approach, methods of scientific research, including statistical, economic analysis, expert assessments, generalizations, questionnaires, synthesis, formalization, observation, induction, were used. The theoretical significance of the work lies in the fact that the theoretical and scientific- methodological developments presented in the thesis contribute to the development of integrated marketing communications in a commercial organization. The practical significance of the study is determined by the possibility of widespread use of the results obtained for the development of the company in the context of the concept of integrated marketing communicationsItem LOCAL MARKETING OF THE RESTAURANT “CRAZY LAND”, KROPYVNYTSKYI(KNUTE, 2020) Skibinskyi YaroslavTranslated from the ancient Greek, the term "strategy" means the art of a commander, its long-term plan of action in a war. In the modern business world, strategy is an art that every entrepreneur must master in order to win the competition. Today, strategy is a long-term plan of action aimed at achieving the global goals of the enterprise. Any enterprise must have a general strategy that is consistent with its global goals, as well as a strategy for the types of activities. One of these strategies is the marketing strategy of the enterprise. The aim of the work is to develop a marketing strategy for an enterprise operating in the restaurant business. The objects of research in this work are enterprise operating in the restaurant business and the marketing strategy. The subject of research in the work is the development of a marketing strategy, a plan for its implementation, as well as an assessment of the effectiveness of the proposed activities. The tasks of the work include consideration of the following issues: 1.1. The essence, meaning and basic elements of the marketing strategy of the enterprise; 1.2. Classifications and stages of creating an enterprise marketing strategy; 2.1. Evaluation of the economic activity of the restaurant; 2.2. Effectiveness monitoring of restaurant marketing programs; 3.1. Development of marketing activities for the segment of loyal consumers; 3.2. Evaluation of performance indicators of the local marketing system. Peculiarities of marketing in the field of services and enterprise management based on relationship marketing have been studied in the works of foreign scholars such as T. Ambler, N. Woodcock, P.Gamble, J.H. Gordon, K. Gronrus, J.R. Evans, P. Doyle, F. Kotler, J.J. Lamben, M. Porter and others. Considerable attention is paid to these issues in the fundamental research of Ukrainian and Russian scientists - Mazaraki A.A., Garkavenko S.S., Petrunya Yu.Ye., Laburtseva O., Ponomarenko T., Gavryshko N.V., Pavlenko A.F., Gudzenko N.M., Voychak A.V., Ivanova L.O., Melnichenko S.V. However, it should be noted that foreign and domestic scientists do not have a consensus on the essence of marketing. However, it is determined that the specifics of relationship marketing as a conceptual basis for the management of hotel and restaurant business and tourism is to establish close relationships with the most important target groups; ensuring a high degree of consumer satisfaction and loyalty; increasing the profitability of interaction with partners and consumers; changing approaches to market segmentation; individual approach to the service; reducing time intervals for market and consumer research. Structurally, the work is presented in three sections. In the first part of the work, at the theoretical level, concepts such as: marketing strategy, classification of marketing strategies, elements and stages of developing a marketing strategy, as well as formation features in developing a restaurant's marketing strategy are considered. In the second part of the work, the activity of one of the restaurants in the city of Kropyvnytskyi - "Crazy Land" is considered and analyzed. Here the description of the restaurant is considered, the analysis of its financial and economic activities, as well as marketing activities. In the third part of the work, based on the results of the analysis of Crazy Land's activities, a marketing strategy is proposed, as well as a plan of marketing measures for its implementation. In the final paragraph of the work, the calculation of costs for the implementation of the proposed strategy is carried out, as well as an assessment of the economic efficiency of the proposed activities. Methods used in the work: study of documentation, analysis, observation. Information sources used in the work: 1) educational literature on the courses "Marketing" and "Strategic Management"; 2) articles from magazines and from electronic resources; 3) the official website of the "Crazy Land" restaurant; 4) other data received from the administration of the "Crazy Land" restaurant.Item STAKEHOLDER MANAGEMENT OF THE HOTEL “HILTON”, KYIV(KNUTE, 2020) Sevruk YuriiAccording to the stakeholder theory the company is successful when it delivers value to its shareholders, and it may include not only financial benefits. It has been discussed for many years and it is still relevant today. There is both a theoretical part and a practical one. And, obviously, with the development of the hotel industry, all this knowledge and skills must be adapted to modern requirements and standards. Actuality of the research: a good relationship between a business and its stakeholders can be created by working together toward common goals. This relationship is essential to company`s success. One of important task in management process in any industry is to make a strategy including all interests of different stakeholders in relation to strategic goals. To manage stakeholders and develop an effective strategic plan, it is crucial to understand them. Know their financial or emotional interests in the outcome of the work, what motivates them, what data do they require, how do they communicate, what options do they have, who influences their opinions, etc. This research meant to bring clarity to the practice of stakeholder management and discover new or develop existing management concepts. Problems and prospects for the development of stakeholder management as a business concept were considered by foreign and domestic scientists and researchers in their works: I.Mitroff, B. Parmar, S. Colle, E. Freeman, R. Ackoff, T. Jones, A. Wicks, R. Grant, J. Bryson, L. Preston, T. Donaldson, F. Aсkermann, C. Eden, M. Petrov, K. Soloduchin, I. Oleksiv, V. Kharchuk. All these studies show different point of views on the actuality of this theory, the issue of determining the main stakeholders and their interests, also general approaches to classify participants. But the issue o f communication between stakeholders, how to evaluate and stimulate them remains relevant. The object of research organizational management and business ethics in hospitality industry. The subject of research is implementation of stakeholder management system in hotel “Hilton”, Kyiv. Purpose of research is to define the basic concepts of stakeholder theory and learn the technique of identifying their interests. Tasks of research: • analyze and review the scientific literature; • define and analyze methodological approaches of stakeholder management system in hospitality; • present and describe organizational and economic assessment of hotel “Hilton”; • present key stakeholder groups in hotel “Hilton”; • present engamegent stakeholder system in “Hilton” hotel; • develop propositions for improvement of stakeholder management system in hotel “Hilton”; • develop and present improvements of stakeholder management system in hotel “Hilton”. Practical essence of research: the results of research can be reviewed and implemented in the hotel by the management. The results were published in articles’ collection of master programs students “Hotel Restaurant business: focus on international trends” [Appendix A]. Methods of research: In this paper, we will discuss the essence of stakeholder management, review and analyze various scientific works and analytic articles, observe various methods and methodological approaches of stakeholder managementItem REPUTATION MANAGEMENT OF THE HOTEL “NUMBER 21”, KYIV(KNUTE, 2020) Rospopa TetianaActuality of theme. Relevance of research. In the conditions of globalization of economy and fierce competition domestic enterprises of hotel business began to pay more and more attention to their reputacy. Reputation for the hotel business is increasingly becoming a key source of differences that guides potential customers. At the same time, relationships with consumers and partners are forme d through the satisfaction of consumers with all the activities of the hotel, in all areas and basic elements. In modern conditions, the best strategy for the development of the hotel business can be the one that will provide the greatest benefits for consumers, partners, business owners. After all, during a crisis, most people reconsider their habits, as well as lifestyle. As their incomes decline, consumers are looking for more affordable hotel services that best meet their needs. Under such conditions, it is the strengthening of the emphasis on reputation management technologies that becomes an important tool for strategic development. Reputation management is one of the most effective methods of competition of hotels in the market of hotel services, because they allow to strengthen the commitment of guests to the foam hotel and its range of services; to form the perception of the hotel as a holistic and positive image; increase the efficiency of ironing hotel services. Peculiarities of reputation management organization at hotel business enterprises are revealed in the works of such scientists as Inversini A, Shegg R, Ferguson R, Hlavinka K., Bosovska MV, Boyko MG, Danilenko MI, Gremler D., Brown S., Griffin J., Kostynets VV, Melnichenko SV, Rogova N., Romanchuk LD, Tkachenko TI, Vedmid NI, Verezomska IG and others. The study of literature sources indicates the need for further substantiation of the theoretical and practical principles of reputation management in the hotel business. The purpose of the final qualification work is to substantiate the theoretical and methodological principles and develop practical recommendations for improving the formation of reputation management in the hotel business. Achieving the goal of the work involves solving the following tasks: - to determine the essence of the reputation management of the hotel business; - to explore the features of the organization of reputation management in the hotel business; - consider the features of reputation management in the hotel business; - to study the practice of using reputation management technologies in the hotel; - evaluate the effectiveness of the use of reputation management in the hotel; - to substantiate the directions of growth of efficiency of the organization of reputational management of hotel; - to substantiate the prospects for improving the reputation of the hotel management. The object of research is the process of organization of reputation management technologies in the hotel business. The subject of research is the theoretical, methodological and practical principles of organization of technologies of reputation management of the hotel "Number 21", Kyiv. The main research methods in the final qualification work are both general scientific methods (comparison, deduction and induction, historical-logical approach, synthesis of scientific categories, etc.) and special methods of economic research (statistical analysis, graphical analysis, economic-mathematical methods, statistical methods). modeling, etc.). The information base for the final qualifying work is: textbooks and manuals on management, including management of hotel enterprises, economic analysis, monographs of scientists, periodicals, legislation of Ukraine, Internet resources. A particularly important source of information in the study process is the data of financial and statistical reporting of the studied hotel (form №1 "Balance Sheet (Statement of financial position)", form №2 "Statement of financial performance (Statement of comprehensive income)", organizational documents, etc.) . The practical significance of the final qualifying work is to study the peculiarities of the formation of the competitiveness of the hotel industry and justify areas for its provision. Approbation of research results. Based on the results of the study, a scientific article was prepared and published on the topic: "Formation of the system of reputation management of the enterprise of the hotel business."Item Distribution policy of «Mama Manana» restaurant», LLC «Good Snack», Kyiv city(KNUTE, 2020) Ponomarchuk YuliaA distribution policy is the strategy applied by a company for the correct shipment of its products from the production chain to its positioning in the market. Distribution policies refer to the measures taken by a company, from manufacturing to packaging and final transport stages, to ensure the product reaches the most appropriate channels and points of distribution and does so within the planned launch and product replenishment times. The organization of effective distribution policy at the enterprise has very important and directly affects in the results of its activities, because the possibility of further production and the existence of the enterprise in general depends on whether the manufactured products will be sold. The distribution policy of restaurant enterprises is based on the realization of tangible and intangible results of the service. The main difference in the distribution policy of restaurant enterprises is to combine the process of selling products with the process of serving individual consumers and providing additional services. The tangible and intangible results of the service are interdependent and inseparable. The study of the main forms and methods of distribution is aimed at identifing promising means of promoting product to the end consumer and organizing its distribution based on a comprehensive analysis and evaluation of the effectiveness of used or planned to use channels and methods of distribution, including those used by competitors. Distribution management in external conditions an environment that is changing rapidly, necessitates improvement and is constant implementation of changes in distribution policy. Distribution policy can be defined as a multifaceted management process aimed at providing effective distribution of the enterprise in the long run in conditions of changing environment. Proper organization distribution management and timely implementation distribution strategies can provide the company with a stable position in the market and intensify it’s economic activity. The selection of distribution channels depends on several factors such as market type, product type, scale and number of producers, market structure of country and there is no predetermined rule which can determine the number of distribution channels without considering the above factors. The proper function of this network in society leads to consumers access to the goods and services at a reasonable cost. Economic balance and improvement of both production and consumption depends greatly on reformation and regulation of this network. Distribution channels are different based on their consumer and industrial market and based on the number of involving factors in distribution channel. The choice of distribution channels and channel members will have a huge impact on the company’s strategy. A careful attention should be also taken into account at different levels in distribution channels decision making process. Management of distribution policy in enterprises aims at effective and systematic use of all economic, organizational and social opportunities to achieve the ultimate goals of the operation of this enterprise in the market. The purpose of the work- is to study the theoretical foundations of the formation and implementation of distribution strategy and development of recommendations for their implementation in the activities of the restaurant business. The object of research- is the process of formation and implementatio n of the strategy of distribution of the restaurant business. Subject of research is theoretical, methodological and practical principles of development and implementation of the strategy of distribution of the restaurant business. Achieving the goal of the work involves solving the following tasks: - substantiate the essence of distribution activities of restaurant business enterprises; - characterize features of stimulation of distribution activity in a complex of marketing communications; - investigate the peculiarities of restaurant distribution management as a system, marketing and restaurant distribution services; - analyze the economic and financial and distribution activities of the restaurant "Mama Manana" in Kyiv; - evaluate the effectiveness of distribution activities of the restaurant "Mama Manana" in Kyiv; - determine the system of improving the distribution activities of the hotel "Mama Manana" in Kyiv; - substantiate the program of measures on the effectiveness of improving the distribution activities of the restaurant "Mama Manana" in Kyiv.Item HR MANAGEMENT IN THE RESTAURANT «GEGUTI», KYIV(KNUTE, 2020) Ponomarenko AndriiThe state of Ukrainian business is fundamentally different from global trends - business is developing, but its growth is taking place according to its own laws. This fully applies to the restaurant sector. How does the restaurant business in Ukraine feel in reality today? The main feature that even the average person will notice is the growth in the number of fast food outlets. This rapid development is explained not only by the rapid pace of life, but also by the small costs of opening such establishments. Such restaurants are now a hit among various catering establishments. Famous restaurateurs create entire networks of such establishments, widely advertising the quality and availability of their products. And most of the democratic restaurants in Ukraine belong, nevertheless, not to famous chains, but to local restaurateurs who know the tastes of their city residents well. Along with fast food, the number of luxury restaurants is growing. These restaurants have banquet halls and bars. The interior should be decorated in an architectural and artistic style. The name of the restaurant, the general style of the exterior design and the interior are designed in the same direction. Also, as practice shows, original, creative cafes and restaurants are popular. For a restaurant to be profitable, a well-coordinated team must work inside the resta urant, which is created by the correct personnel management technique. For the selection of employees, there are schemes and principles with a clear algorithm of actions, both for newly opened restaurant business companies and for already existing restaurant business companies. «The theater begins with a coat rack, and a restaurant begins with the expression on the face of the first waiter you meet». The atmosphere of the establishment depends on the professionalism and hospitality of the staff, which affects the number of guests and, ultimately, the profit. The service staff is an integral part of the restaurant, the quality of which determines the overall impression of the guest. The staff performs the bulk of the service and operational work - both work with the premises, front and back office, and directly with clients. The general climate of the institution depends on the quality of personnel selection. Also, reliable restaurant staff is one of the most important features of a successful restaurant. The staff works tirelessly to provide customers with first class service. Customers visiting a restaurant do it not only for the food, but also for the experience. However, in a highly competitive restaurant industry, high rents and rising costs, one of the biggest challenges for restaurant owners is hiring the right team and building the right human resource structure for restaurants. The restaurant industry is notorious for high attrition rates and "personnel shortage", therefore requires an effective manage ment system. As such, you need to know the restaurant's personnel management plan, the different levels of personnel requirements and their job descriptions, the qualifications and experience required for each profile. The relevance of this topic lies in the importance of a qualitative approach to HR management, not only in the restaurant business, but also in any business, because the process of working with personnel involves the use of a whole arsenal of techniques and methods that allow HR manager to make certain decisions based on a huge volume information. And in combination with analytical and strategic skills, HR manager not only fixes an existing problem in a restaurant enterprise, but also prevents new problems from arising in the future. And this, in turn, benefits both the enterprise and potential customers, that is, it creates benefits for all parties involved in the activity of the restaurant enterprise . The purpose of this topic is to analyze the organizational and personnel activities of the restaurant enterprise "Geguti", analyze the personnel management system, search for its optimization processes, and also prove the need to optimize the activities of the enterprise as a whole. The immediate task of the work is to study, consider, describe a nd search for methods for solving the problems found in the structure of personnel management of this restaurant enterprise. The theoretical and methodological tools of this thesis are the analysis and research of the personnel policy of a restaurant enterprise, the effectiveness of this apparatus, the forecast of the success of the decision. The object of the research is the restaurant enterprise "Geguti", because this restaurant is a promising institution that can develop. The subject of the research was HR management in this restaurant. This thesis has three sections. The first section describes the theoretical and methodological aspect of HR activities in the enterprise in general terms, describes modern and relevant HR management systems in restaurants, and also provides a review of the reviewed literature. The purpose of the second section is to analyze the HR management of the Geguti restaurant, review its organizational and economic system, and provide a qualitative assessment of the HR system of this restaurant. In the third section, an HR management system will be developed that can be implemented in this restaurant in order to improve the efficiency of personnel management and to correct the problems raised in the second section, as well as to assess the potential effectiveness of the new solution based on the analysis of the initial data. The results of research and proposals for the Geguti restaurant can be used in the practice of restaurants. The results of research were published in (Appendix A )Item DEVELOPMENT STRATEGY OF THE PUB «CRAZY JACK», KYIV(KNUTE, 2020) Mishchyriak AnatasiiThe topic of developing a development strategy for a catering enterprise is very relevant in our time. The food and entertainment industry is booming, and it's no surprise that these industries have very high profit margins. Money is willingly invested in such a business, and a growing market makes it possible for new enterprises to survive and develop. In Kiev, the capital of our country, there are a large number of worthy establishments where you can spend an evening or arrange business negotiations. It is not so difficult, having a sufficient amount of money, to open your own catering establishment, the main problem that most start-up entrepreneurs and those whose business has been affected by a number of external changes is keeping the establishment "afloat", which is exactly what is needed development of an enterprise development strategy. Today in Ukraine there is competition among catering establishments. However, this work is not just about a cafe or restaurant, but about a pub. This is the place that must compete while maintaining pristine culture and a fun, friendly atmosphere. That is why it is so important to have a development strategy that will help to identify the strengths that need to be identified and the weaknesses that need to be fought. When developing a strategy, it is necessary to take into account all the factors that affect the establishment. One of th e most common mistakes is ignoring the tastes of the target audience. At the initial stage, it is reasonable to focus on the immediate environment (offices within a radius of one kilometer from the institution, etc.) and among the “neighboring” audience to promote your institution. The audience of the restaurant, depending on the chosen niche, can be anything. However, for any segment and for any concept, there is an immutable rule: there should be at least 70% of all visitors who have regular customers. Otherwise, it is hard to expect the project to last. The "Crazy Jack" pub should be, first of all, cozy - such, entering which you can feel, if not at home, then at least as visiting your very good friends. Because the main difference between pubs is a friendly atmosphere in which everyone is happy and ready to treat you with a glass of cold beer. The relevance of this topic lies in the fact that there is an unstable economic situation around the world due to the coronavirus pandemic. That is why it is necessary to be able to qualitatively assess the situation, plan and make decisions about the further development of the institution. The process of creating a development strategy involves the use of a whole arsenal of techniques, methods and analyzes that allow the manager to make certain decisions based on a huge amount of information. And when combined with analytical and strategic skills, the manager not only solves an existing problem in a restaurant business, but also prevents new problems from arising in the future. And this, in turn, benefits both the enterprise and potential customers, i.e., creates benefits for all parties involved in the restaurant business. The purpose of this topic is to develop theoretical foundations for the formation and implementation of development strategies and recommendations for their improvement in the activities of the "Crazy Jack" pub. The immediate task of the work is to study, consider, describe and search for methods for solving the problems discovered in the current development strategy of this restaurant enterprise. The theoretical and methodological tools of this work are the analysis and study of the internal and external environment of the restaurant enterprise, the forecast of the success of the solution. The object of research is the "Crazy Jack" pub, because a pub is a promising establishment that can develop. The subject of the research is the development strategy of this pub. The thesis is divided into three sections. The first section describes the theoretical and methodological aspect of the development strategy and describes the history of the emergence of pubs in Ukraine in general. In addition, the section describes the activities at the enterprise in general terms, modern and relevant strategies.Item MARKETING STRATEGY OF THE KHRESCHATYK HOTEL, KYIV(KNUTE, 2020) Marynich AndriyRelevance. The current state of the hotel services market is characterized by high level of competition, a variety of types of services and an increase in the level of Service. Today, hotel companies are forced to actively improve against the background of a fierce struggle for each guest, using a variety of internal organizational and technological innovations, using them as the most effective mechanisms for increasing competitiveness. The competitive advantage of the hotel is at the heart of its successful operation in the market. The hotel industry is an important component of the tourism industry and is a set of activities aimed at serving consumers. In modern business conditions in the market of hotel and tourist services, in order to maintain the competitiveness of a hotel enterprise, it is necessary to implement a whole range of measures to form and consolidate competitive advantages. From the point of view of the efficiency of the enterprise, this means increasing the role of marketing activities and the strategy of the hotel enterprise. Despite the fact that the enterprise is the basic economic unit of the country, the problems of marketing enterprises are not given due attention both from a theoretical and practical point of view. Therefore, the basic principles of creating marketing departments and services, as well as their functions and areas of activity, are still not clearly defined. The distribution of functions between employees of these departments and services and the system and individual components of marketing activities is also far from perfect, but the main disadvantage is the lack of analysis of the impact of marketing activities on the efficiency of the enterprise. Degree of study of the problem: effective methods, technologies and tools for managing competitiveness are presented in the research of many domestic and foreign scientists. The problem of competitiveness in the hotel industry has been studied by advanced domestic scientists, in particular: Shikina A.V., Fadeeva G. I. [5], Ostapenko ya.a. [6], Zavidnaya L. D. [7], Porter, M. [8 ], Ugodnikova, A. I., Tsigenko, A. Yu. [12], Alexandrov I. A. [14],. Oleynik N., Burik Yu. [15], Balatskaya N. Yu. [16], Malyuga L. M. [17], Okhota V. I. [18], Zhukov A.V. [19], Kraus N. M. [22], Davydova O. Yu. [23], Romanukha O. M. [24], Volovik, M. E. [26], Shumilin, A. [27], Malyarchuk, O. G. [28], Trunina, I. M. [29], Salita, S. V. [34, 35], Sklyar, E. P. [36], Stanchenko, A. [37, 38], Fomchenkova, L. V. [39], Lozovaya, O. A., Mamotenko. Therefore, there is a theoretical and practical problem associated with the need for a comprehensive analysis of the formation of a marketing strategy aimed at improving their effectiveness. Based on this, the purpose of the thesis is to study the theoretical foundations of the formation and implementation of a marketin g strategy and develop recommendations for their implementation in the activities of a hotel business entity. The object of research is the peculiarities of forming a marketing strategy in a hotel enterprise. The subject of the research is the marketing strategy in in a hotel enterprise.Research objectives: - conduct an analytical review of literary sources; - to investigate the factors of forming the hotel's marketing strategy; - evaluate the results of economic activity of the hotel's functioning; - identify the type of marketing strategy; - monitor the effectiveness of the marketing strategy; - develop marketing measures to promote the hotel brand; - offer marketing programs for the segment of loyal consumers; - evaluate the effectiveness of the marketing strategy to reveal theoretical aspects of the formation of competitive advantages of hotel industry enterprises. Research methods. The theoretical and methodological basis of the work consists of scientific works of leading domestic and foreign scientists on competitiveness management in the hotel industry. The research uses the following methods of scientific research: theoretical generalization, system analysis, synthesis (to study the theoretical foundations of competitiveness management); grouping and classification (to study the components of competitive advantages); induction and deduction.Item REVENUE MANAGEMENT OF «RADISSON BLU HOTEL», KYIV(KNUTE, 2020) Ovsjannikov NikitaOne of the most challenging and complicated problems in the management of hospitality nowadays is reaching of a ba lance between supply and demand. On a daily basis, the management system of any hotel faces with the problem of under-capacity, despite the fact that the high preliminary demand exists. This situation leads to a loss of profit. This problem stems from ineffective regulation of the hotel advance boo king and pricing system. In order to resolve this problem a hotel should apply a system of Rev e-nue Management. The essence of the method is to determine the best pricing policy to achieve the optimal value of the enterprise's profit obtained through the sale of the product. In world practice, the prerequisites for the emergence of the method of Revenue Management are: - the growing influence of consumers searching for better services at the lowest price; - dynamic market development, requiring a high degree of adaptation to its changes; - the need to obtain the greatest profit from the activi ties of the enterprise; - the new possibilities of using and processing a large amount of info rmation. The effectiveness of the application of the method by hotel enterprises is dete r-mined by the following features of their functioning: - limited opportunities for hotels to offer services; - the ability to segment the cus tomer base; - non-persistence of services. A room unsold today cannot be reimbursed through subsequent sales; - significant fluctuations in demand for services of hotel enterprises; - a small share of variable costs in the total cost of the hotel; - pre-booking rooms before the service is provided, as an additional means of co-ordinating supply and demand. A hotel using RM technologies offers the same rooms at different prices, aiming for a state where the customer buys a room at the highest price he is willing to pay. The problems for development of the system of Revenue Management for hotels have been developed by a wide range of foreign scientists, such as T. D. Larsen, Eric B. Orkin, Sheryl Kimes, Stuart Jauncey, Ian Mitchell, Pamudji Slamet, Robert G. Cross, Bob Brotherton, Sean Mooney and others. The relevance of this work is caused by the need for hotels to find the best management solutions, improve management in the service sector. Consideration of the factors affecting the quality of hotel services is aimed at improving the level of service and the efficiency of production of hotel services. The development of market relations creates the emergence of new tasks, which necessitates improved management. It is important that hotel managers understand the need to constantly improve service quality management, pay attention to its expansion, reconstruction of premises, and the introduction of the latest technologies. The object of this final qualifying paper is theoretical, methodological and pra c-tical aspect of Revenue management in the hotel industry. The subject of the study is implementation of Revenue management system in «Radisson Blu Hotel», Kyiv. The purpose of the final qualifying paper: is to develop theoretical and met h-odological regulations, methods of effectiveness estimation, guidelines and suggestion s for implementation of Revenue management in the hotel industry based on the study of new conceptual framework and methodological approaches to improve the assessment of the development of hotel revenue management system.