Применение стратегий лояльности в ресторанном бизнесе (на английском языке)

• Номер работы:
  616137
• Раздел:
  Все работы   →   Магистерские работы   →   Маркетинг и рекламная деятельность (PR)
• Год добавления:
  07.05.2020 г.
• Объем работы:
  75 стр.
• Содержание:
  INTRODUCTION 3
  
  1. LITERATURE REVIEW 6
  1.1. Restaurant Marketing 6
  1.2. Customer loyalty and methods of its formation in the restaurant business 9
  1.3. Types of marketing strategies in the restaurant business 13
  
  2. RESTAURANT MARKET RESEARCH 32
  2.1 Analysis of the market of restaurant services 32
  2.2 Target audience analysis 42
  2.3 Problems and prospects of the restaurant services market 53
  
  3. DEVELOPMENT OF A LOYALTY PROGRAM FOR THE LOUNGE-CAFE «PAR» 57
  3.1 Loyalty program 57
  3.2 Program implementation plan 64
  3.3 Calculation of the program budget and its effectiveness 67
  
  CONCLUSION 71
  LITERATURE 73
  APPLICATION 1 76
  APPLICATION 2 78
  APPLICATION 3 79
  
• Выдержка из работы:
  Некоторые тезисы из работы по теме Применение стратегий лояльности в ресторанном бизнесе
  (на английском языке)
  
  INTRODUCTION
  The problem of researching customer loyalty as a way of forming the market stability of a restaurant enterprise is relevant in modern conditions. In Russia there are a huge number of large and small restaurants. The thing is that many restaurants and cafes are focused on a very different audience, people of all ages, any social status and material wealth. Currently, restaurants cannot rely on the universality of demand; the market for restaurant services, due to significant segmentation and fragmentation, requires focus on one or more target segments.
  For successful business, it is important for the service provider to satisfy the needs of his client, for which it is necessary to know his needs, as well as to have an idea of his product from the point of view of the buyer. Business leaders should remember that customer satisfaction is a win-win business, to achieve which the company needs to conduct customer satisfaction surveys with the provided services that will allow the organization to improve its product, make it more competitive, and will also facilitate the establishment of communication with customers and the acquisition of regular .
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  1. LITERATURE REVIEW
  1.1. Restaurant Marketing
  The relevance of the topic of the diploma is due to the fact that for effective functioning in a market economy, each enterprise, organization, branch needs to carry out marketing activities, develop a marketing program.
  Until the 20th century, marketing was not singled out as a separate area and was equated with sales. However, at the beginning of the 20th century, the first report was published in the United States, which can be considered a full-fledged marketing research - the report of the Industrial Commission on sales of agricultural products, in which the market was analyzed (Sukhov,V.D.2017). This event can be considered one of the first in history, thanks to which marketing began to stand out against the background of the economy and the developing direction of management. These sciences had common intersections, but with the advent of the first scientific schools and different points of view, the possibility of their difference arose. Standing out as an independent science, marketing took its place among the achievements of the economic sciences and the practice of the restaurant business (Sokolova,S.V.2018).
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