Analysis of the fast food market in Kazakhstan
The role of LSM (local store marketing) in the development of the fast food market is very important. It is a marketing service that can be used to properly manage communications, demonstrate the effectiveness of advertising and as the basis for promotion and stock mechanics. Nowadays, the fast food market in Kazakhstan is worth around 280-310 million. Despite the economic situation, the fast food market continues its dynamic development. The market has a capacity of about 280-310 million. The biggest players are Burger King and KFC. LSM plays a crucial role in the fast food market. There should be plenty of places to sell since this is a fast food service. An individual marketing and development plan should be developed and implemented for each restaurant. There are more than 29 Burger King Restaurants in Kazakhstan, and each restaurant should create communication based on location. It was revealed that the fast food market in Kazakhstan is not sufficiently developed in comparison with foreign markets, and ways to solve this problem were considered. Comparisons have been made with Western Europe, the USA and Asia countries. The author makes a conclusion that intensive development of the fast food chain is required.
Manap A. S., Artykbayeva A. N. (2020), Analysis of the fast food market in Kazakhstan. Research Result. Business and Service Technologies, 6(1), 55-64, DOI:10.18413/2408-9346-2020-6-1-0-6
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