Effective Product Differentiation Strategies for a Foodservice Business Targeting the Generation Y in Thailand

Loading...
Thumbnail Image
Authors
Wachiralappaitoon, Supanat
Issue Date
2013
Type
Thesis
Language
en_US
Keywords
Research Projects
Organizational Units
Journal Issue
Alternative Title
Abstract
Differentiation strategy is one of the generic strategies for acquiring competitive advantage as proposed by Michael Porter. Rather than minimizing cost, the objective is creating meaningful value for the consumer in order to create and sustain a withstanding relationship. This paper explores the application of this competitive strategy on the foodservice industry targeting the Generation Y demographic in Thailand. The goal is to decipher factors that are most effective in proposing a concept as unique in quality and novelty in the perception of consumers based on available evidence. Findings suggest that "social aspect", "aesthetic design", "environmental sustainability", "health", "type of cuisine", and "reputation of ingredients and chef" are logical bases for attaining a differential advantage in the market. As a demonstration of applying key findings, an original marketing plan is developed to sell a modern Thai restaurant concept to this target audience.
Description
v, 69 p.
Citation
Publisher
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
Journal
Volume
Issue
PubMed ID
DOI
ISSN
EISSN