The aspects of forming of tourism enterprise strategy on the basis of benchmarking

Abstract

Introduction. The methodical aspects of application of benchmarking as a tool to forming the strategy activities of tourism enterprise are researched.

Purpose. The purpose of the research is to develop theoretical and methodological positions and practical recommendations as to forming the strategy of tourism enterprise on the basis of benchmarking. The research has shown that the method of benchmarking is very effective in establishing the compliance of the purposes of the enterprise to market demands.

Method. In the article the place and role of the method of benchmarking in the general process of forming of the development of tourism enterprise strategy are researched. The succession and methodical advices for realization of such benchmarking are considered. Particular attention is paid to the methods of information collection for Benchmarking Analysis. The basic ways of obtaining information about the selected benchmark for comparing companies, as well as the methods to estimate the extent of their activities are described. The main types of strategic alternatives that may be formed on the basis of Benchmarking Analysis are defined. It is investigated that the active introduction of benchmarking in practice requires  entrepreneurs’ comprehension of the benefits of cooperation and mutual assistance.

Results. The method of realization of benchmarking analysis as a part of the internal and external economic analysis for formation of enterprise strategy is described.