MANAGEMENT OF COMPETITIVENESS IN THE RESTAURANT BUSINESS IN THE DONETSK PEOPLE’S REPUBLIC: OPPORTUNITIES AND MARKETING SOLUTIONS

Abstract

The purpose of this study is to comprehensively analyze the competitiveness factors of restaurant businesses in the Donetsk People's Republic and develop marketing solutions to enhance their market sustainability in the region's unique economic environment. The methodological framework and research materials are formed by synthesizing several complementary approaches. The theoretical component utilizes the principles of systems analysis of fundamental concepts in competitiveness management and strategic marketing. The practical component is based on comparative and competitive analysis methods, structuring expert assessments from industry experts, and a detailed study and synthesis of the current practical experience of restaurant businesses in the region. The empirical basis of the study consists of aggregated data characterizing the operational and economic performance of catering establishments across various price segments and formats, collected for the period 2023–2025 in the Donetsk People's Republic. The study's results demonstrate that the competitiveness of the restaurant business in the region is determined by a combination of traditional marketing factors and specific operating conditions related to resource constraints, consumer demand characteristics, and the need to adapt to a dynamically changing external environment. The most effective marketing tools were found to be product differentiation strategies, loyalty program development, active use of digital communication channels, and the creation of a unique customer experience. The conclusion contains recommendations for developing competitive advantages through the integration of marketing solutions with operational activities, developing local suppliers, and building sustainable relationships with target consumer segments in a specific regional market.