Marketing of Merchandise Distribution in HoReCa Markets

Abstract

The article analyzes the theoretical and practical aspects of marketing activities in the field of logistics of the hotel and restaurant business, which is the most essential element in merchandise distribution in HoReCa markets. The author finds out that material flows of goods in HoReCa markets are divided into two relatively independent subgroups, which differ both in time and content characteristics, and in marketing tools which are used: commodity and material and technical support of enterprises of hotel and restaurant profile (sale points) and distribution of goods and services by sale points themselves. HoReCa product market is specific in the aspect of the structure of product groups, which include B2B products (business to business), goods for resale without surplus value, semi-finished products and food products which are modified with concurrent surplus value in the production process. An important feature of merchandise distribution in HoReCa markets is that the consumption of a hotel and restaurant product takes place directly at the sale points in contrast to retail trade businesses. The analysis of the volume, dynamics and structure of HoReCa markets at different levels shows that the essential point of marketing activities of HoReCa market participants is the choice of commodities and suppliers, establishing communications with suppliers, substantiating price decisions in the procurement of goods. Other elements of the marketing complex for the hospitality industry in HoReCa markets can be characterized as limited ones. The paper reveals that one of the most significant issues on the way of introducing the Crimean hotel and restaurant service to the modern level is its underdevelopment and poor structuring of the Crimean HoReCa market. So, the main direction of improving the marketing component in the HoReCa market is establishing and using communications for supplying goods and materials by leading Russian and international companies representing themselves as specialized participants in the HoReCa market. The obtained results can be used for subsequent research of markets of HoReCa goods in trade, including ways to improve the efficiency of trade by regulating the flow of goods and methods of promoting goods.