A Qualitative Study on Small Firms’ Competitive Advantage Competencies in Laos Tourism Industry

DOI

10.2991/aebmr.k.200626.018How to use a DOI?

Keywords

small firms, competitive advantage, STP, 7Ps

Abstract

Companies can create core competencies or 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 emphasizes on investigating how small tourism firms create their competitive advantage by investigating business environment of PEST analysis, and Porter’s Five Forces Analysis and by using marketing analytic tools such as Segmentation-Targeting-Positioning (STP), service marketing of 7Ps. This research is conducted in qualitative study applying an in-depth interview with seven small business owners in tourism industry in Laos. The results show that motivation arises from being involving or experiencing in the business at young age, customer’s satisfaction can be captured by differentiation and the well uses of 7Ps, supportive external environment enhance the competitive advantage.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Cheng-Lung Li
AU  - Sommanoxay Soulivanh
PY  - 2020
DA  - 2020/06/29
TI  - A Qualitative Study on Small Firms’ Competitive Advantage Competencies in Laos Tourism Industry
BT  - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
PB  - Atlantis Press
SP  - 94
EP  - 100
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.018
DO  - 10.2991/aebmr.k.200626.018
ID  - Li2020
ER  -