Development of a Marketing Strategy for a Cafe

In conditions of high competition, a marketing strategy allows a company to establish a clear positioning in the eyes of consumers, as well as focuses the business's resources only on the most effective and reliable promotion tools. The researched establishment is a recent player in the market, which has not yet managed to take leading positions among its competitors who adhere to similar principles. To solve this problem, the following steps were taken within the framework of the work: analysis of the establishment's activities and its competitors; formulation of a marketing strategy, goals, and objectives; determination of actions within the marketing mix, criteria for evaluating the effectiveness of tools, action calendar, budget assessment. The stages completed allowed for the formation of the establishment's positioning, based on which a marketing strategy for promoting the establishment for one year was developed. The obtained results are applicable to catering establishments that adhere to quality principles and follow ecological principles. The developed strategy will allow establishments to convey their distinctive features, reaching their target audience.