Introduction. The article deals with the evaluation of the Kharkiv restaurant industry as a fractal system by means of SWOT-f analysis. Modern ideas about socio-economic systems are based on a synergistic concept that is organically linked to fractal theory. By fractal structure, the restaurant industry is a seven-tier holarchical system that contains such determinants as the assortment and quality of the restaurant service, technology, management, marketing, changes, forms of clustering and competitiveness. The systematic nature of the restaurant industry implies a similar structure of external factors. One of the common methods of strategic evaluation is SWOT analysis. The proposed method of SWOT-f analysis is a modified tool for strategic analysis of sectoral and regional-sectoral systems, which are considered as fractal structures, which ensures the adequacy of their perception and accuracy of forecasting.
Purpose of the article is to identify the main parameters of the modified SWOT-f-analysis as a strategic tool for evaluating the restaurant industry, assessing the strengths and weaknesses, as well as threats and opportunities for the development of the restaurant industry in Kharkiv as a fractal system in three scenarios: pessimistic, realistic and optimistic.
Method. A modified SWOT-f analysis was used to evaluate the restaurant industry, which consists in structuring the factors of influence on the activity of the enterprise on fractal principles, and also assumes the application of three development scenarios: pessimistic, realistic and optimistic.
Result. It is determined that SWOT-f-analysis is a more expedient tool of strategic analysis, since it contains all elements of classical SWOT-analysis; structured as a holarchical system, which gives it greater logic; built on evolutionary principles; has a more reasonable connection between internal structural elements and environmental factors; and also allows to define the limits of setting the goals of the enterprise development in pessimistic, realistic and optimistic scenarios.
The assessment of the strengths and weaknesses, as well as the threats and opportunities for the development of the restaurant industry allowed to identify a more logical and structured profile for each scenario.
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