Strategic Marketing Management of Product Assortment in Hotel and Restaurant Clusters
Year: 2026
Type: article
Abstract: The relevance of this study stems from the objective transformational processes within the national economy, which necessitate a radical revision of management approaches for hotel and restaurant enterprises. Currently, the development of these enterprises unfolds amid intensifying competitive pressures and rapidly shifting consumer preferences. Consequently, this article substantiates the theoretical and methodological principles and develops an applied analytical toolkit for the strategic marketing management of integrated product assortments within hotel and restaurant clusters. The study demonstrates that the product assortment of hotel and restaurant clusters represents a dynamic set of interconnected, complementary, and integrated package offers perceived by consumers as a cohesive customer experience. This specific nature reveals a key contradiction: while cluster architecture is objectively built on the effect of diversity and requires a diversified portfolio of complementary services, current scientific literature and practice lack effective tools for the strategic coordination of assortment policies across autonomous enterprises. To address this methodological deficiency—which hinders the development of sustainable competitive advantages and risks triggering destructive internal competition among cluster members—the study evaluates the application of the Boston Consulting Group (BCG) matrix within strategic marketing management. The authors propose a methodology for modifying and adapting the classical BCG matrix, enabling a cluster coordination council to implement soft regulation, differentiation, and flexible planning of a shared product portfolio. Specifically, this approach modifies the BCG matrix by integrating an additional coordinate grid into the classical four-quadrant framework. This grid divides the analytical space into proportional segments: $1/3 (or 0.33) and 2/3 along the vertical axis, and 0.16 and 1.0 along the horizontal axis. Ultimately, the proposed toolkit elevates the coordination council from a formal advisory body into an effective analytical hub. Backed by precise calculations, it can strategically manage the cluster's collective product portfolio, maximize its diversity, and secure sustainable, long-term competitive advantages for all participants.
Source: Economic scope
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7204192275