Özet:

The article focuses on the importance of positioning in the restaurant business. Customized to fast food market restaurants method of positioning is developed in the article. The proposed method consists of four stages: information, research, analytical and the implementation. At the first stage the desk research have place with emphasis based study of the behavior of consumers, competition structure, specific of fast food services. The main objectives of the second phase is to collect data on pre-selected parameters of services and competitors as a result of consumer surveys. In the third stage the main tasks is to build maps of perception and analysis, statistical data processing, transforming them into information. At the last stage a strategy and tactics of positioning have to be developed. The article gives examplee of development strategies and tactics positioning for one of the operators of fast food restaurants in Kyiv using the reduced method.

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