ANALYSIS OF COMPETITIVE STRATEGIES FOR CREATING MARKET ADVANTAGE AMONG MODERN RETAILERS IN THE DIGITAL ERA : A CASE STUDY OF CJ MORE IN UDON THANI PROVINCE

Abstract

          The objectives of this research were : 1) to study the competitive strategies of CJ MORE in Udon Thani Province; 2) to analyze the factors creating a marketing advantage for CJ MORE from the consumers' perspective ; and 3) to propose guidelines for applying competitive strategies to create a marketing advantage for small modern retail entrepreneurs in Udon Thani Province. This research employed mixed methodology, encompassing both qualitative and quantitative approaches. The qualitative research was conducted through in-depth interviews with 30 key informants. The quantitative research utilized a 5-level rating scale questionnaire to collect data from a sample of 384 respondents, with the sample size determined using the Krejcie and Morgan table. The statistics used for data analysis included frequency, percentage, mean, and standard deviation. The research findings revealed that:
The analysis of the five competitive strategies of CJ MORE in Udon Thani Province was overall at a high level. Ranked from the highest to the lowest mean scores, the strategies were: Location and Atmosphere, Service, Price, Sales Promotion, and Product, respectively. The analysis of factors creating a marketing advantage for CJ MORE from the consumers' perspective, based on Michael Porter's three generic strategies, was overall at a high level. Ranked from highest to lowest, the factors were: Cost Leadership, Differentiation, and Focus. The guidelines for applying competitive strategies to create a marketing advantage for small modern retail entrepreneurs in Udon Thani Province are as follows: First, entrepreneurs should drive their businesses using a hybrid value-focused strategy. This involves setting competitive prices alongside establishing specialized product zones to stimulate purchases. Furthermore, entrepreneurs should select locations close to communities, tailor products to meet local demands, and utilize digital channels such as LINE or Facebook to offer personalized promotions. Integrating these with fast and friendly service will help build customer engagement and foster long-term loyalty. Second, the creation of competitive advantage should integrate four strategic dimensions: Dimension 1 : Cost Leadership, by utilizing inventory management technology and centralized purchasing to reduce costs; Dimension 2 : Differentiation, by offering local products and services that major competitors lack; Dimension 3: Focus, by emphasizing store layouts and product selections tailored to target customers in specific areas; and Dimension 4 : Innovation Leadership, by implementing chatbots and pre-order systems to maximize convenience and seamlessly elevate the customer experience in the digital age.