Diversification of production as direction to increase competitiveness of public catering enterprises

• Main Author: N. V. Borovskikh
• Format: Article
• Language: English
• Published: Omsk State Technical University, Federal State Budgetary Educational Institution of Higher Education 2018-10-01
• Series: Омский научный вестник: Серия "Общество. История. Современность"
• Subjects: catering; related diversification; horizontal diversification; conglomerate diversification; catering market; market segmentation; competitivenessof public catering establishments; competitive strategy
• Online Access: https://www.omgtu.ru/general_information/media_omgtu/journal_of_omsk_research_journal/files/arhiv/2018/3%20(%D0%9E%D0%98%D0%A1)/89-95%20%D0%91%D0%BE%D1%80%D0%BE%D0%B2%D1%81%D0%BA%D0%B8%D1%85%20%D0%9D.%20%D0%92..pdf

The article considers the problems of increasing the competitiveness of public catering establishments and using the diversification strategy in this industry. The tasks and conditions for diversification as a competitive business development strategy are formulated, three types of diversification, including related, horizontal and conglomerate, are described in detail. In the paper, economical and technological features of the catering industry, having a permanent character, as well as trends in the development of the industry, which are of a conjuncture nature, are highlighted. The author carried out the segmentation of public catering enterprises according to the level of the price category with the identification of three main segments. For each segment, the content of all three types of diversification is proposed and clarified, and recommendations on the use of the diversification strategy were also formulated. All types of diversification are related to the innovative development of the industry and can be viewed as ways to increase the competitiveness of enterprises in the industry under consideration