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The aim of the product strategy is an activity which is taken by the company to get a certain competitive advantage. The strategy actually means making decisions for many questions which represent or are analyzed as product strategy elements.
In conditions of high quality products and services competition and improved the consumers criterions of quality, each company intents to make products and services with better quality. The quality of the catering product as a specific product can be improved by using many methods. One of them is using the employee's creativity and innovation. There are many aspects in which the innovation can be used, for example the quality of the product itself, courtesy of the servants, nice atmosphere, comfortable place arrangement etc. Having on mind all those aspects the consumer satisfaction will increase.
Keywords: catering product, quality, innovation, strategy
INTRODUCTION
Most managers usually understand innovation as doing certain product changes, introducing some new details or elements, with a goal to make the personal product more different from the competitive products and more attractive for the customers-tourists.
Modern managers, or are they call themselves managers of future, will have to pay greater attention to planning of innovations as a result of complex problems that appear in conditions of intensive competition. Because the term innovation covers a wider area of activities that significantly differs by width, focus, expenditures and risks, it doesn't happen just like that, by itself, but is a consequence of system approach and long-term working in teams from professional people of different areas.
1. INFLUENCE OF CATERING PRODUCT QUALITY ON THE TOURIST PRODUCT QUALITY
"The quality from aspect of the business economy represents capability for the product to satisfy the given needs of the customer, at the same time to express to what extend the same are satisfied." (Bakic, 1988)
According R. Obraz "under quality of products...are implied such particulatities that can satisfy specific need. In addition, it is all the same for what needs it is about and how does it satisfy the particular product, if not directly as a subject for enjoymnet or directly as a means for production. (Obraz, 1971)
When leading the business politics for quality of product or service, almost all companies from the area of tourism...