ENSURING COMPETITIVE ADVANTAGES IN THE FIELD OF FORMULATION OF THE ASSORTMENT POLICY OF HOTEL AND RESTAURANT BUSINESS ENTERPRISES

The prerequisites for the formation and the specific impact of assortment policy on ensuring the competitive advantages of hotel and restaurant enterprises have been generalized. The dynamic nature of achieving competitive advantages through the development of an assortment strategy in the hospitality industry has been substantiated. The properties of the relationship between assortment formation and the development of the strategic set components of hotel and restaurant enterprises have been identified. This study explores the key aspects of assortment strategy in the hospitality industry. The peculiarities of the development and implementation of assortment policy at different stages of the competitive advantage life cycle in the hotel and restaurant business have been established. The substantive characteristics have been formulated, and the specifics of building structural and functional alternatives for assortment management organization in hotel and restaurant enterprises have been determined. The role and significance of the product marketing program in ensuring competitive advantages in the field of assortment policy formation for hotel and restaurant enterprises have been identified. The content of managerial tasks related to the formation of a diversified assortment set for hotel and restaurant enterprises has been established. The adaptive nature of the process of ensuring competitive advantages in the field of assortment policy formation for hotel and restaurant enterprises has been revealed, including the ability to adapt to changing business conditions, mobility, high adaptability to the context of market competition, and the "flexibility" of internal structures that determine a high level of adaptation.