Break-even analysis of a marketing strategy for a small restaurant business in conditions of uncertainty and risk
One of the important tasks of marketing strategy analysis is to calculate the financial and economic indicators of an enterprise that can be achieved or improved as a result of implementing the proposed marketing strategy.
The development of marketing strategies for small and medium-sized enterprises specializing in the restaurant business has its own specifics, which must be taken into account when forming a marketing plan. The purpose of this work is to analyze the break-even point of various marketing plan options, taking into account factors of uncertainty and risk. When conducting a break-even analysis for the marketing strategy under consideration and the corresponding marketing plan, simulation modeling methods were used, which made it possible to obtain various numerical solutions taking into account different scenarios and select the best options for marketing plans for small and medium-sized enterprises in the restaurant business.
Keywords: marketing strategy, marketing plan, break-even analysis, simulation modeling, scenario approach.
