ANALYSIS OF COMPETITIVE STABILITY OF THE HORECA INDUSTRY IN THE SIBERIAN FEDERAL DISTRICT

Today, the HoReCa industry in Russia is at the top of the most dynamically developing business objects. However, despite the significant capacity of this market, its development in Russia is extremely heterogeneous both in the cities and in the regions: in some of them, the positions of players are quite stable, and this contributes to the stability of development, and in some regions, the position of the industry is so “shaky” that the hotel and restaurant business is formed very haphazard and fragmentary. However, transformation of the market, which is taking place under the strong influence of the global pandemic factor, forces players of the industry in all entities and regions to pay more and more attention to at least maintaining their competitive positions. At the same time, today’s conditions allow clearly projecting two contrasting scenarios of development of their competitive future: departure of “weak” players from the market and expansion of the business boundaries of the more stable and strong ones. This article is devoted to the study of the issue of competitive stability of HoReCa industry enterprises in the present conditions. The article describes the concept and results of implementing the author’s matrix model for determining competitive stability. Based on the developed methodology, the segmentation of the entities of the Siberian Federal District was performed depending on the state of competitive stability of the HoReCa industry in them. The resource landscape in the industry itself and the risk background of the external environment are considered as the key parameters that determine competitive stability. The matrix model of competitive stability identification and analysis proposed by the authors can be used as a diagnostic tool for development of the hotel and restaurant business both in the region and in the country, contributing to the effectiveness of functioning in a turbulent environment. The capabilities of the matrix allow proactively identifying competitive stability crises, creating prerequisites for formation of the proactive and appropriate strategic solutions to the dynamics of the environment.

HoReCa industry, competitive stability, subjects of the Siberian Federal district, resource landscape, risk background, competitive stability matrix, absolute competitive stability, inversion of competitive stability, competitive instability, crisis of competitive stability, parameters of competitive stability, strategic decisions.

Maksimenko I. A., Vashko T. A. Analysis of competitive stability of the HoReCa industry in the Siberian federal district. Business. Education. Law, 2020, no. 3, pp. 260–267. DOI: 10.25683/VOLBI.2020.52.370.