Tools of scenario segmentation for the fast food market

Economic Annals-XXI: Volume 135, Issue 11-12(1), Pages: 82-86

Citation information:
Shubin, O., & Mityaeva, T. (2013). Tools of scenario segmentation for the fast food market. Economic Annals-XXI, 11-12(1), 82-86. https://ea21journal.world/index.php/ea-v135-21/

Olexandr Shubin
D.Sc. (Economics),
Professor, Rector,
Donetsk National University of Economics and Trade named after M. Tugan-Baranovsky
31 Shchorsa St., Donetsk, 83050, Ukraine
info@donduet.edu.ua

Tеtiana Mityaeva
PhD (Economics),
Associate Professor,
Kharkiv State University of Food Technology and Trade
333 Klochkivska St., Kharkiv, 61051, Ukraine
mityaeva_tatyana@inbox.ru

Tools of scenario segmentation for the fast food market

Abstract. The analysis of the fast food market with respect to various approaches towards the definition of market segmentation has been undertaken in this research. The dynamics of fast food products consumption in 2007-2010 years has been considered. The possibility of three-dimensional graphical models applying to improve marketing decisions concerning fast food market segmentation was proposed and reasoned. A tool of market scenario segmentation on the basis of marginal profitability analysis for promoted products has been developed. A scenario component allocation inside a system of segmentation process parameters was justified. The experimental evaluation in graphical form for a number of scenarios that reflect the limits or parameters of the accumulated changes in productive characteristics and performance level of specified values were received. The presented simulation tools for procedures of effective segmentation by the main components of the integrated economic evaluation will allow, in the future, expanding of the research in the direction of these segments real boundaries specification, as well as the multi-dimensional classification of the fast food market multiple parameters in order to evaluate the dynamic properties of the analyzed market characteristics.

Keywords: Scenario Segmentation; Fast Food Market; Modelling; Integrated Evaluation

JEL Classification: L10

References

1. Smith, W. (1995). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Marketing Management, Winter, 63-65.
2. Greenberg, M., McDonald Schwartz, S., & Needs, S. (1989). Benefits Segmentation: A User’s Guide. Journal of Consumer Marketing, Summer, 29-36.
3. Hawkins, D., Best, R., & Coney, K. (1995). Consumer Behaviour: Implications for Marketing Strategy (6^th ed.). New York: Irwin.
4. The World Instant Noodles Association. (2013). Official website.
   Retrieved from http://instantnoodles.org/
5. Khraimenkov, M. M. (2010). Product models usage for scenario analysis of the market situation development. Information Technologies, Energy and Economics: Scientific Collection of VII Cross-regional Scientific-Technical Conference, in 3 Vol. (pp. 161-163). Smolensk, Russia: SFMEI (in Russ.).
6. Gimarov, V. V., & Khraimenkov, M. M. (2010). Product models of good and service markets situation forecasting. Vestnik Rosiyskoy akademii estestvennykh nauk (Herald of the Russian Academy of Natural Sciences. Economic Series), 1, 27-28 (in Russ.).
7. Gimarov, V. A., Dli, M. I., & Gimarov, V. V. (2003). Usage of adaptive systems of fuzzy logic in resolving of economic tasks. Sovremennye informatsionnye tekhnologii v meditsine i ekologii (Modern Information Systems in Medicine and Ecology: Collection of papers of the International Conference), pp. 30-34. Moscow: Fizmatlit (in Russ.).
8. Braverman, E. M. (1996). Mathematical models of planning and management in economic systems. In S. V. Emelianov (Sc. Ed.). Moscow: Nauka (in Russ.).
9. Klebanova, T. S., Dubrovina, N. A., Poliakova, O. Yu. et al. (2005). Economic dynamics modeling (2^nd ed., stereoplate). Kharkov: INZHEK (in Russ).
10. Khrutskiy, I. V., & Korneeva, I. V. (2005). Modern marketing. Moscow: Finances and Statistics (in Russ.).
11. Dorofeiuk, A. A., & Cherniavskiy, A. L. (2007). Algorithms of well interpreted classifications building. Problemy upravlenia (Problems of Management), 2, 83-84 (in Russ.).

Received 01.11.2013