THE STUDY OF STRATEGIC COMPETITIVE ADVANTAGE IN THE THAI BEVERAGE BUSINESS

Abstract

                Objectives of the study on Making Competitive Advantage Strategy in the Beverage Business study the strategy that affects the competitive advantage of the beverage business operators in the central region, including the relationship between strategies that affect the competitive advantage of business operators in the central region. This research is mix method between qualitative research and quantitative research by using a questionnaire to estimate the 5 levels from business operators of soft drinks in the central region, a total of 207 people and in-depth interviews from 3 business owners/business managers. The descriptive statistics such as frequency, percentage, mean and standard deviation, including using inferential statistics to test hypotheses that are used to test multiple regressions. Found that Making Competitive Advantage Strategy in the Beverage Business the overall is in the important level. It was found that the use of technology/innovation in business operations will create a competitive belief level of 0.05, including promoting good marketing, responding to customers' needs quickly, efficient management and the quality products will create the competitive advantage.