Sh.K. Тuleubayeva, A.A. Bogdanova, E. Gurayevskiy

¹Senior teacher, master; ²senior teacher, master; ³student

The Buketov Karaganda State University, Karaganda

DEVELOPMENT OF THE MARKET OF RESTAURANT BUSINESS SERVICE IN KAZAKHSTAN

In the service sector, as in other branches of social production, certain economic relations develop in the process of reproduction of social goods that act both in material form and in the form of services or the useful effect of labor consumed in the process of its production.

As the market economy in Kazakhstan developed in the service sector, fundamental changes took place. Reforming property relations, changing the role of the state in financing and management, and abandoning the planned economy have led to irreversible consequences. The process of broad commercialization, to one degree or another, has affected all branches of the service industry.

Currently in our country there is an intensive development of the sphere of public catering. This process affects almost everyone, as consumers of catering services are largely all residents and visitors to the city. Modern life is unthinkable without rest in a cozy cafe or restaurant. Employees of many enterprises and organizations use the services of restaurants, cafes, buffets during the working day. In recent years, an increasing number of people choose to host banquets on the occasion of any special events restaurants of different levels and classes. Now everywhere there are new catering enterprises, both in size and in the type of services provided.

In recent years, the restaurant business is experiencing a significant rise. Many institutions of different focus, concepts and style are opened. Every entrepreneur is interested in strengthening his position and staying afloat in modern conditions. This is quite difficult, as bright and interesting projects become more, and in the face of wide choice, it is more difficult for the client to distinguish the advantages of your institution, therefore, it is worth much effort to keep customers.

In many respects the success is determined by the excellent service and the operational work of the staff. Today, the combination of speed and quality has become real thanks to the automation capabilities. It is practically impossible to analyze the activity of a dining room or fast food manually. In addition, there are acute issues of accounting and operational accounting for the implementation and production of dishes. Accounting for cooking and their realization is necessary in all public catering establishments: fast food outlets, canteens, cafeterias of stores, buffets, cinemas, cafes, fast foods, and culinary specialties. A special place in the public catering system is occupied by restaurants. Restaurant business is a specific kind of activity that contributes not only to satisfying the needs of the population for high-quality food, but also providing quality customer service, satisfying their emotional and aesthetic needs, thus creating the best conditions for leisure activities [1]. The restaurant business is one of the few spheres of the domestic economy in which market relations have fully manifested itself from the very beginning of economic reforms, and today, a decade later, it is the most dynamically developing and highly profitable segment, and therefore, promising for investments and attractive for the entrepreneurs segment of Kazakhstan Market services. In many ways, the development of the restaurant business in modern Kazakhstan was stochastic, by trial and error, and the scientific methods of organization and management of domestic entrepreneurs for a number of reasons were practically not in demand. However, in the post-crisis period, the situation has radically changed: the market for restaurant services has created real competition, and the consumer has become more sophisticated, which has placed a number of new tasks for the management of enterprises in this service sector, such as the need to increase production efficiency, strengthen the competitive position, and this is inevitably associated with the introduction of modern management and marketing achievements into the daily practice of doing business. The activity of restaurants in Kazakhstan during the years of establishment of market economy has also undergone significant changes. The growth in the living standards of the population affected the increase in demand for services of the cultural and recreational nature, which contributed to increase in the number of cafes, restaurants, nightclubs. The market for catering services is characterized by differentiation of products, services and prices offered, competition, qualitative changes in consumer preferences, differentiated not only in the socio-economic but also in the regional context.

The development of the public catering sector in recent years is evidenced by the dynamics of the volume of services provided by enterprises in this sphere. For example, only for the period from 2004 to 2011the volume of services of public catering enterprises increased 3.8 times, significantly outpacing the growth rates of production in other areas of economic activity. An important factor affecting the development of restaurant business in Kazakhstan is business tourism, Kazakh businessmen prefer the conduct of business negotiations for dinner or lunch in the restaurant based on the experience of developed countries. Studies have shown that such meetings, taking place in an informal setting, often provide a faster goal.

The development of restaurant business is also of great importance for the creation and modernization of the tourist infrastructure of the region. According to most researchers, the main factor constraining the development of inbound tourism to Kazakhstan is the lack of tourism and hospitality industry that meets modern international standards. Since the catering services are the integral part of the tourist package, the presence of various enterprises that provide quality food services, makes a significant contribution to the formation of the image of the city (tourist center).

Therefore, now there is a need to study management issues in food enterprises, as well as in the development of business decisions in the restaurant business. Development planning is one of the most important elements of managing entrepreneurial structure, the activity of which is characterized by the high level of innovation, the high degree of risk and the ability to adapt to rapidly changing external conditions. 

Литература:

1.  Солдатенков Д. Современный ресторан. Новые форматы. – М.: Изд. дом «Ресторанные ведомости», 2006. – 192 с.

2. Услуги в Республике Казахстан  за 2007-2011 гг. Статистический сборник, Агентство по статистике РК, г. Астана, 2012 г.

3. Муталиева Л.М. Маркетинг ресторанного бизнеса. Учебное пособие. – Алматы: Экономика, 2010. – 196 с.

4. Robert. A. Brymer. Авторизованный перевод. Е.Б.Цыганова. Основы управления в индустрии гостеприимства. Аспект пресс. Москва 1995 г.

5. Смыкова М.Р. Туризм: Экономика, менеджмент и маркетинг. Алматы 2006г.