The Competitive Strategy of Small Operators of Food Business
DOI:
https://doi.org/10.55164/ecbajournal.v16i3.266582Keywords:
Competitive Strategy, Small Operators of Food-Business, Out perform PerformanceAbstract
This research investigates how small operators adapt to the environment that is changing in a brittle way. The objectives of the study are to: 1) identify the companies’ competitive strategies 2) evaluate the demographics characteristics of the companies whose performance level is above average and 3) Identify the changing pattern of the successful strategy of small operators.
The research employs quantitative techniques. A questionnaire, pretested for its reliability and content validity, was sent to 383 business operators in the city municipality of Petchburi. There were 383 responses for a response rate of 100%. The statistical methods used to analyze the includes frequency, percentage, means, standard deviation, and clustering. The findings indicate that most vendors prepare made-to-order items. The small operators of food business the most importance on innovation strategy,The findings show that above average performers focus on innovations and hybrid generation group. Innovation principles should be utilized.
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