Understanding the Competitive Advantage of Small Firms in tourism sector The case of Laos

• Main Authors: SOMMANOXAY SOULIVANH, 蘇利文
• Other Authors: Li Cheng-Lung (Oscar)
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/pzxmb7

碩士 === 崑山科技大學 === 企業管理研究所 === 107 === Companies can create competitive advantages by adopting the marketing strategies. It can result in creating profitable relationship with customers, differentiation themselves to gain superior customer value than others. This study focus on investigating how small tourism firms in Laos create their competitive advantage by investigating business environment of PEST analysis, and Porter’s Five Forces Analysis. The marketing analytic tools, such as, Segmentation-Targeting-Positioning (STP), and service marketing of 7Ps are also employed to examine the issue. The research conducted in qualitative study applying in-depth interview with seven small business owners in tourism industry in Laos. The results show that motivation arises from being involving or experience in the business at young age, customer’s satisfaction can be captured by creating the differentiation and the proper use of 7Ps, supportive external environment enhances the competitive advantage. The result can contribute to readers who want to establish a tourism related companies in Laos to have some information beforehand. It is recommended that companies should create their uniqueness to benefit from the market, wisely use of marketing-mix can generate an advantage, be flexible and react fast to the change of business environment can create competitive advantage.