APPLICATION OF M. PORTER’S COMPETITIVE STRATEGIES IN THE ACTIVITIES OF COFFEE HOUSES
Keywords:
Key words, enterprise strategy, competitive strategy, competitive advantage, differentiation, focusing, cost reduction, business, coffee shop.Abstract
Voroniuk T.A. APPLICATION OF M. PORTER’S COMPETITIVE STRATEGIES IN THE ACTIVITIES OF COFFEE HOUSES
Purpose. The aim of the article is to analyze the use of the M. Porter’s basic strategies in the activities of various types of coffee shops in the city of Chernivtsi and to develop recommendations for their application for the development of newly created enterprises in this area.
Methodology of research. Various methods and methodical approaches are used in the course of the research, in particular: the monographic method served as the basis for collecting and forming a survey of literary sources on the subject of research; with the help of the comparison method, conclusions are drawn about the expediency of using each basic competitive strategy for a specific type of institutions possessing the characteristics necessary for its use; the method of system analysis and logic is used to substantiate the strategy of business development.
Findings. The essence of concepts of strategy, enterprise strategy and competitive strategy of the enterprise is substantiated. The expediency and mechanism of forming the strategies of the firm’s activity for successful and competitive functioning are determined. An adapted matrix of the use of M. Porter’s basic strategies in the activities of various types of coffee houses has been constructed. Recommendations on their application for development of newly created enterprises of the given sphere are developed.
Originality. The expediency of using M. Porter’s basic strategies in the activity of coffee houses, which solves the issue of sustainable development and makes it possible to outline clear lines of activity of coffee business, is substantiated.
Practical value. The results of the research can be used in the process of organizing the activities of the coffee shops to ensure their continued development and competitiveness in the long-term. Taking into account that the supply in the field of coffee beverages is constantly increasing and as a result, competition is growing, the development of a competitive strategy is very relevant for both newly established and existing coffee shops.
Key words: enterprise strategy; competitive strategy; competitive advantage; differentiation; focusing; cost reduction; business; coffee shop.
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