DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLING
The article proposes a solution to the scientific task, which consists of determining the competitive positions of restaurant business enterprises using mathematical modelling. The importance of its use for evaluating the competitiveness of restaurant business enterprises is emphasized, which provi...
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| Format: | Article |
| Language: | English |
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FINTECH Alliance LLC
2025-02-01
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| Series: | Фінансово-кредитна діяльність: проблеми теорії та практики |
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| Online Access: | https://fkd.net.ua/index.php/fkd/article/view/4639 |
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| author | Nataliia Volosova Nataliia Stebliuk Andriy Pylypenko Vladyslav Riabovolenko Natalia Nebaba Maxim Korneyev |
| author_facet | Nataliia Volosova Nataliia Stebliuk Andriy Pylypenko Vladyslav Riabovolenko Natalia Nebaba Maxim Korneyev |
| author_sort | Nataliia Volosova |
| collection | DOAJ |
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The article proposes a solution to the scientific task, which consists of determining the competitive positions of restaurant business enterprises using mathematical modelling. The importance of its use for evaluating the competitiveness of restaurant business enterprises is emphasized, which provides the possibility and feasibility of carrying out a number of changes related to the reorientation of the enterprise to strategic advantages. The purpose of the work is to justify and improve methodological approaches for determining competitive advantages and marketing strategies of restaurant business enterprises by means of mathematical modelling. In order to visualize the obtained results, a model for assessing the level of use of the company's competitive potential was built using a mathematical apparatus of fuzzy logic. The developed model focuses not only on satisfying the needs and interests of consumers but also helps to form the demand for the products and services they need, taking into account the factors that influence their decision-making. The analysis and formation of the system of competitive advantages of restaurant enterprises are based on the indicators of competitiveness given in the study and the graphical presentation of the obtained models based on data sets of these indicators. The Analytical Hierarchy Process (AHP) method was used to perform a relative assessment of competitiveness, which allows to build a multi-parameter hierarchical model that reflects the level of competition of restaurants and makes it possible to calculate the fuzzy value of the integral level of competition. It is proposed to use the apparatus of game theory to choose alternative marketing strategies for increasing the competitiveness of restaurants. The results of the study indicate the need for constant adaptation of enterprises and flexibility to respond to the changing global circumstances of the business environment.
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| format | Article |
| id | doaj-art-9a16460c7d4441aa838e6c04ffdb0361 |
| institution | OA Journals |
| issn | 2306-4994 2310-8770 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | FINTECH Alliance LLC |
| record_format | Article |
| series | Фінансово-кредитна діяльність: проблеми теорії та практики |
| spelling | doaj-art-9a16460c7d4441aa838e6c04ffdb03612025-08-20T02:11:04ZengFINTECH Alliance LLCФінансово-кредитна діяльність: проблеми теорії та практики2306-49942310-87702025-02-0116010.55643/fcaptp.1.60.2025.4639DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLINGNataliia Volosova0Nataliia Stebliuk1Andriy Pylypenko2Vladyslav Riabovolenko3Natalia Nebaba4Maxim Korneyev5PhD in Technical Sciences, Associate Professor of the Department of Mathematical Modelling and System Analysis, Dniprovsk State Technical University, Kamianske, UkrainePhD in Economics, Associate Professor of the Department of International Tourism and Hotel and Restaurant Business, University of Customs and Finance, Dnipro, UkraineD.Sc. in Economics, Professor of the Accounting and Business Consulting Department, Simon Kuznets Kharkiv National University of Economics, Kharkiv, UkraineDepartment of Computer Science and Software Engineering, University of Customs and Finance, Dnipro, UkraineD.Sc. in Economics, Associate Professor of the Department of Economic Modelling, Accounting and Statistics, Oles Honchar Dnipro National University, Dnipro, UkraineD.Sc. in Economics, Professor of the Faculty of Innovative Technologies, University of Customs and Finance, Dnipro, Ukraine The article proposes a solution to the scientific task, which consists of determining the competitive positions of restaurant business enterprises using mathematical modelling. The importance of its use for evaluating the competitiveness of restaurant business enterprises is emphasized, which provides the possibility and feasibility of carrying out a number of changes related to the reorientation of the enterprise to strategic advantages. The purpose of the work is to justify and improve methodological approaches for determining competitive advantages and marketing strategies of restaurant business enterprises by means of mathematical modelling. In order to visualize the obtained results, a model for assessing the level of use of the company's competitive potential was built using a mathematical apparatus of fuzzy logic. The developed model focuses not only on satisfying the needs and interests of consumers but also helps to form the demand for the products and services they need, taking into account the factors that influence their decision-making. The analysis and formation of the system of competitive advantages of restaurant enterprises are based on the indicators of competitiveness given in the study and the graphical presentation of the obtained models based on data sets of these indicators. The Analytical Hierarchy Process (AHP) method was used to perform a relative assessment of competitiveness, which allows to build a multi-parameter hierarchical model that reflects the level of competition of restaurants and makes it possible to calculate the fuzzy value of the integral level of competition. It is proposed to use the apparatus of game theory to choose alternative marketing strategies for increasing the competitiveness of restaurants. The results of the study indicate the need for constant adaptation of enterprises and flexibility to respond to the changing global circumstances of the business environment. https://fkd.net.ua/index.php/fkd/article/view/4639competitivenessrestaurant businesscompetitive advantagesmathematical modellinggame theoryhierarchy analysis method |
| spellingShingle | Nataliia Volosova Nataliia Stebliuk Andriy Pylypenko Vladyslav Riabovolenko Natalia Nebaba Maxim Korneyev DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLING Фінансово-кредитна діяльність: проблеми теорії та практики competitiveness restaurant business competitive advantages mathematical modelling game theory hierarchy analysis method |
| title | DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLING |
| title_full | DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLING |
| title_fullStr | DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLING |
| title_full_unstemmed | DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLING |
| title_short | DETERMINATION OF COMPETITIVE POSITIONS IN MARKETING ACTIVITIES OF RESTAURANT BUSINESS ENTERPRISES BY MEANS OF MATHEMATICAL MODELLING |
| title_sort | determination of competitive positions in marketing activities of restaurant business enterprises by means of mathematical modelling |
| topic | competitiveness restaurant business competitive advantages mathematical modelling game theory hierarchy analysis method |
| url | https://fkd.net.ua/index.php/fkd/article/view/4639 |
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