The strategic competitive analysis of the market of medical resort tourism of Krasnodar territory
One of the most responsible stages of the competitive analysis of the market of services is strategic segmentation of competitors in which course strategic groups of competitors come to light. In article the key barriers causing features of strategic grouping of competitors of sphere of sanatorium services of Krasnodar territory taking into account specificity of a segment of consumers, having problems with health («a medical segment») are allocated. Among the most significant barriers there was a departmental accessory, the organisation of the children's rest, used medical technologies (iatrotechnics, technology, shots), звездность, medical specialisation. On the basis of the revealed barriers ten strategic groups of competitors in the market of sanatorium services of Krasnodar territory, leaning against various sources of competitive advantages and key factors of success in competitive struggle, within the limits of a medical segment are isolated. Prominent features have strategic groups of children's sanatoria. Here as a defining barrier the barrier of strategic grouping «the organisation of children's rest» has acted. The special competitive status official bodies which managements owing to specificity are constrained enough in use of marketing toolkit, and also in manoeuvrability and flexibility of undertaken actions also have. It is allocated three strategic groups of competitors with participants – official bodies. The basic players of the market of sanatorium services of Krasnodar territory – the departmental and independent sanatorium organisations, are united in four strategic groups of competitors. Results of segmentation of competitors will allow the sanatorium organisations to define the strategic group on the basis of the revealed barriers of strategic grouping and can be used at formation of the competitive advantages allowing confidently to conduct competitive struggle among similar under strategic characteristics of the organisations. Segmentation of competitors also helps with more well-founded choice of competitive strategy.