Marketing Rationale for Service Company Competitive Advance Project

The article deals with the problem of marketing substantiation for increasing the company competitiveness by using the marketing analysis methods. First of all, the authors research the needs and main values of restaurant service consumers, then conduct segmentation using the "nested hierarchy" method. In the article there is also the analysis of the enterprise competitiveness, the polygon of competitiveness and the sheet of the enterprise competitiveness concerning the competitors is made. The key problems of the enterprise were identified and marketing decisions were made. In order to increase competitiveness, it is proposed to use non-price methods, namely, improving consumer value in the customer service process. Thus, the achievement of a competitive advantage will be achieved through service differentiation.