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occurs when a firm delivers the same services as its competitors but at a lower cost;
b. Differentiation - Differentiation advantage occurs when a firm delivers greater services for the same price of its competitors. They are collectively known as positional advantages because they denote the firm's position in its industry as a leader in either superior services or cost;
c. Focus (Economics) - A focused approach requires the firm to concentrate on a narrow, exclusive competitive segment (market niche), hoping to achieve a local rather than industry wide competitive advantage. There are cost focus seekers, who aim to obtain a local cost advantage over competition and differentiation focuser, who are looking for a local difference.

1.3 Research methods
1. collecting adequate materials and carefully analyzing them
2. doing certain relative questionnaires to the customers of these three companies, to get the first-hand information from the customers
3. doing certain relative interviews with the staff that work separately in these three companies to get to know the company culture, training methods, staff promotion systems in the three companies

Chapter 2 Literatures Review
2.1 The origins of competitive advantages
‘Competitive advantage’ is widely used in many fields, and broader definitions include national, industrial, and firm levels. It is the meaning of the advantage which is unique and difficult to replicate. On a global scale, developing competitive advantage has become the core strategy for many businesses. What are the origins of competitive advantage? Although existing research explains why some firms (and some industries) can get supernormal returns (Rumelt, 1991; McGahan and Porter, 1997), this problem is one to which we lack a clear answer.

 

References

Wynde H. Mason and Lawrence Ang (2006) Espresso Experience, Can it Deliver Value That Matters to Customers, if so how? Available at:

Coffee Shop SWOT Analysis, available at:

Daniele Giovannucci (2001) Sustainable Coffee Survey of
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John Baffes (2006) Restructuring Uganda’s coffee industry: why going back to the business matters, World Bank Policy Working Paper 4020

Pamela Scott (2007) Industry Analysis: Coffee Manufacturing
Nancy P. Koehn (2004) Howard Schultz and Starbucks Coffee Company, The McGraw-Hill Companies

James E. Tilloston (2008) Fast Food (and Beverages)-Starbucks and Our New Caffeine Culture, Nutrition Today, Volume 43, Issue 5, pp 210-216

Cynthia A. Henson (2007) An Analysis of the Coffee Service Industry in Metro Manila and the Buying Behavior of its Consumers, Loyola Schools Review, Vol.6

Denis Andrzejewski, John A. G. Roach, Martha L. Gay, and Steven M. Musser (2004) Analysis of Coffee for the Presence of Acrylamide by LC-MS/MS, J. Agric. Food Chem., 52 (7), pp 1996–2002

Marie Nadine Antol (2002) Confessions of a Coffee Bean: The Complete Guide to Coffee Cuisine, Garden City Park

 

Agndal, H., Axelsson, B., Lindberg, N., Nordin, F., 2007. Trends in service sourcing practices. Journal of Business Market Management 1 (3), 187-207.

Alderson, W., 1965. Dynamic Marketing Behaviour: A Functionalist Theory of Marketing. Irwin, Homewood.

Allen, S., Chandrashekar, A., 2000. Outsourcing services: The contract is just the beginning. Business H本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。