BENCHMARKING AS A TOOL FOR FORMING A MARKETING STRATEGY FOR THE DEVELOPMENT OF A CATERING COMPANY

The article is devoted to the consideration of the essence and specifics of benchmarking as a method of comparing the key indicators of an organization with the corresponding indicators of competitors or with the average level in the industry in order to rank it and as a process of determining, understanding and adapting existing examples of effective business processes in order to improve their own similar processes. The practical significance of the materials of the article is to assess the productivity of the introduction of benchmarking elements into the process of forming a marketing strategy, for benchmarking evaluation of other enterprises, and analysis of data obtained because of benchmarking research.