STRATEGIES FOR ENHANCING A COMPETITIVENESS OF BEVERAGE BUSINESS

Authors

  • Preecha Wararatchai College of Logistics and Supply Chain Suan Sunandha Rajabhat University
  • Chaturawat Thanitnan หลักสูตรบริหารธุรกิจมหาบัณฑิต Stamford International University
  • Pornkiat Phakdeewongthep
  • Chanyanit Thanitnan
  • Wissawa Aunyawong

Keywords:

Competitiveness, Marketing Strategy, Beverage Business

Abstract

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.

References

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Published

2020-12-11

How to Cite

Wararatchai, P., Thanitnan, C., Phakdeewongthep, P. ., Thanitnan, C. ., & Aunyawong, W. . (2020). STRATEGIES FOR ENHANCING A COMPETITIVENESS OF BEVERAGE BUSINESS. Journal of Research and Development Institute Rajabhat Maha Sarakham University, 7(2), 89–100. Retrieved from https://so03.tci-thaijo.org/index.php/rdirmu/article/view/243433

Issue

Vol. 7 No. 2 (2020): July - December

Section

Research Articles

License

Articles that are published are copyrighted by the authors of the articles