ANALYSIS OF STRATEGIC PORTFOLIO OF THE HOTEL BUSINESS ENTERPRISE
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 2, Issue 64
Abstract
Nowadays, management of the hotel business enterprises faces a number of negative factors that shape the main conditions and factors of entrepreneurial activity and high-performance achievement. Ensuring rational and efficient management at an enterprise over a long period of time requires the elaboration and evaluation of possible alternatives for the development of an enterprise’s business and identifying the optimal ones among them. Analysis and evaluation of strategic portfolio of the hotel business enterprise using the Boston Consulting Group (BCG) Matrix are one of the most important tools for strategic management in identifying strategic alternatives to enterprise development. A well-formed strategy allows obtaining a significant amount of profit in the long run by using the position of goods (services) offered by the hotel enterprise in the market. Within the framework of the study of the practice of forming and applying alternative strategies for ensuring the competitiveness of hotel business enterprises, there was conducted analysis of 21 enterprises of hotel industry from 10 oblasts of Ukraine (Vinnytsia, Volyn, Dnipropetrovsk, Zakarpattia, Lviv, Ternopil, Kharkiv, Kherson, Khmelnytskyi, Chernihiv) and Kyiv for 2014–2015, taking into account the category of hotels (5 * – 1 *). The construction of the matrix was accomplished according to two main factors: the growth rate – the market share of net income from the sale of products (services) of hotel enterprises in 2015. Competitive positions of a product (service) of a strategic business unit in the sphere of hotel services were determined.
Authors and Affiliations
L. D. Zavidna
Keywords
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