MARKETING SUBSTANTIATION, ORGANIZATIONAL AND ECONOMIC CHARACTERISTICS OF SMALL BUSINESS IN THE PROVISION OF HOTEL SERVICES
Abstract. The article proposes a business model for the development of small business in the regional market of services in Ukraine on a generalized methodological approach; the main aspects and parameters of development of hotel services are revealed. The main purpose of the research is to develop a methodological approach to marketing substantiation, organizational and economic characteristics and management of a small business to provide hotel services on the example of a hostel. Systematization of literature sources and approaches to solving the problem of using strategic management for local small businesses indicates the need to develop a universal business model for the development of hospitality services, taking into account the characteristics of the regional market and other important factors. After all, thanks to a well-chosen for a specific time and a specific market environment, the business models of the company achieve a stable competitive advantage. The rapidity of market changes in the economy of Ukraine and the spread of entrepreneurship actualize the creation of effective algorithms and methods of approach to marketing justification and strategic management of small businesses. The object of research is the business model of future business in terms of implementing a business idea for the local market. The research was carried out using modern general scientific and special methods: business idea map, PEST-analysis, Osterwalder’s business model, determination of business value by cost, income and market approaches, sensitivity analysis to determine the degree of business risk. The information base of research consisted of statistical and organizational, financial reporting of small businesses for the provision of hotel services. As a result of the research, an algorithm for opening and analyzing the work of small businesses to provide hotel services on the example of a hostel was developed. The methodical approach consists of stages: development of a map of a commercial idea; analysis of a potential commercial idea and problems that can be solved in the case of implementation of this commercial idea; consolidated PEST analysis; description of the model of consumer service behavior of hotel services; analysis of project business competitors; drafting a practical philosophy of small business; drawing up a business model of a small project enterprise; resource substantiation; project risk assessment. The proposed methodological approach can be applied to develop a business plan for small business opening a hostel for the development of the regional market of services.
Keywords: business plan, marketing plan, card of the business idea, degree of risk of business, hostel, outline of Osterwalder’s business model, PEST analysis.
JEL Classification M31, М21, R15, R30
Formulas: 0; fig.: 1; tabl.: 6; bibl.: 23.
How to Cite
Copyright (c) 2021 С. Памбук, І. Устенко, М. Мардар
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors of research articles published in the Collection agree to the following terms:
- authors reserve the right to his authorship of scientific articles and broadcast journal right of first publication of scientific articles licensed under CC Attribution (Creative Commons Attribution License), which allows others to freely distribute the published scientific article referring to the original authors of the article and the first publication of the article in Research Works’ Collection on "Finance and credit activity: problems of theory and practice";
- authors have the right to enter a separate agreement concerning additional exclusive distribution of the article in the form it was published in the journal (for example, to post the research in an electronic storage of the establishment or publish as a part of a monograph), provided that the reference to the first publication of the article in the Collection.