Success Factors for Restaurants in Competitive Urban Markets

The restaurant industry is continuously evolving, creating increasing pressure on businesses operating in highly competitive urban markets. This development highlights the need to conduct a comprehensive strategic analysis of restaurants and their ability to adapt to changing conditions. Restaurant Kampa Park must adjust its strategy accordingly to remain competitive, and this thesis aims to support this process. The main analytical tools used include PESTEL, Porter's Five Forces, VRIO, and SWOT analysis, which were applied to evaluate both the external environment and the restaurant's internal capabilities. As a further contribution, a weighted SWOT analysis was developed to quantify the relative importance of each strategic factor. Based on these findings, several strategic recommendations were formulated to identify priority areas for improvement. The results suggest that Kampa Park should focus on strengthening its digital presence, reducing its dependence on international tourism, improving operational efficiency, and adapting its product offering to evolving customer preferences. If the restaurant aligns its strategic decisions with these recommendations, it can strengthen its competitive position and support its long-term development.