Sustainable Strategies for Green Restaurant Business: A Case Study of adiEAT

10.29893/NCUTMAN.201811.0111

Nuttiya Tantranont；Ittiput Rattanasuwansiri；Worajit Setthapun；Chayanon Sawatdeenarunat；Yu Chih Lo

〞Business Strategy〞 ； 〞Restaurant Strategy〞 ； 〞SWOT Analysis〞 ； 〞TOWS Matrix〞 ； 〞7Ps Marketing Mix〞

管理學術研討會

第十六屆（2018 / 11 / 01）

1140 - 1145

英文

The purpose of this research is to develop a green business strategy for adiEAT restaurant using qualitative research methodology. Focus group and in-depth interviews were used to offer different perspectives on SWOT, TOWS, and 7Ps analysis. The results indicated that adiEAT restaurant should develop their business using the combination of four strategies, namely green branding differentiation strategy, cost leadership strategy, advertisement and promotion strategy, as well as effective management strategy. Moreover, the elements of marketing mix need to be considered to operate adiEAT restaurant in an effective way. Such elements as green product, green price, green place, green promotion, green people, green physical evidence, and green process would help adiEAT to achieve sustainable competitive advantage in the restaurant industry.