STRATEGIES FOR ENHANCING A COMPETITIVENESS OF BEVERAGE BUSINESS
Keywords:
Competitiveness, Marketing Strategy, Beverage BusinessAbstract
This study aims to making strategies for enhancing competitiveness of beverage businesses by investigating the strategy affecting the competitiveness of the beverage entrepreneurs in Central Thailand, coupled with the effect of strategies on the competitiveness of the beverage entrepreneurs in Central Thailand. The mixed method research process was used. Data was collected from 213 soft drink entrepreneurs in Central Thailand and 5 in-depth interviews with business owners. The multiple regression analysis was employed to test the hypothesis.
The result indicated that the overall competitiveness enhancement strategy of the beverage businesses was at a high level. It also indicated that technological or innovative adaption, including good marketing promotion, fast responsiveness to clients' requirements, effectual management and quality goods in business tasks would enhance competitiveness.
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