BUSINESS STRATAGE MODEL FOR SUSTAINED COMPETITIVE ADVANTAGE IN EU Dairy Industry

TABLE OF CONTENTS CHAPTER 1: INTRODUCTION1 1.1 Background of the study 1 1.2 Problem statement 3 1.3 Research questions 3 1.4 Significance 3 1.5 Rational of research 4 1.6 Research scope 4 1.7 Project structure 4 CHAPTER 2 LITERATURE REVIEW 6 Theme 1: Identification of ways of business literature model that add advantages to the common topic of advantageous competitiveness. CHAPTER 1: INTRODUCTION 1 1.1 Background of the study In today's dynamic business environment, one of the main key challenge for the enterprise

DEVELOPING A BUSINESS
STRATEGY MODEL FOR
SUSTAINED COMPETITIVE
ADVANTAGE

Abstract
The present research topic is based on EU dairy industry that acts as the heart of
European food sector. It is industry that is pillar of overall ambition of Union jobs, investment
and growth in Europe. Thus, the future of the dairy industry is purely focused on sustainability,
the use of dairy framing has grown towards to utilise sustainable and organic methods.
Furthermore, assignment will outline aims and objectives on the given topic, appropriate
research methods needs to be selected so that better activities can be conducted. This research
will include introduction of topic, literature review, methods of research, analysis of data along
with recommendations and conclusion. The main aim of the report is implement better strategic
model within operational working and this leads to gain and enhance sustainable competitive
advantage.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of the study........................................................................................................1
1.2 Problem statement..................................................................................................................3
1.3 Research questions ................................................................................................................3
1.4 Significance............................................................................................................................3
1.5 Rational of research...............................................................................................................4
1.6 Research scope.......................................................................................................................4
1.7 Project structure.....................................................................................................................4
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
Theme 1: Identification of ways of business literature model that add advantages to the
common topic of advantageous competitiveness.........................................................................7
Theme 2: Traditional standpoints about competitive advantage that merged with business
literature model to turn into the business model proposition. ...................................................13
Theme 3: Determining the business model proposition is monumentally examined in lieu of
the approval or rejection of the hypothesis that predicts the sustained competitive advantage of
a firm..........................................................................................................................................18
CHAPTER 3 RESEARCH METHODOLOGIES.........................................................................24
Research type ............................................................................................................................24
Research philosophy..................................................................................................................25
Research approach.....................................................................................................................26
Research Design.........................................................................................................................27
Data collection...........................................................................................................................27
Sampling....................................................................................................................................28
Data analysis..............................................................................................................................29
Ethical consideration..................................................................................................................29
Limitation of the research..........................................................................................................30
Validity......................................................................................................................................30
CHAPTER 4 DATA ANALYSIS ................................................................................................31
CHAPTER 5 CONCLUSION & RECOMMENDATION ...........................................................58

Conclusion.................................................................................................................................58
Recommendation.......................................................................................................................58
REFERENCES..............................................................................................................................60
APPENDIX....................................................................................................................................63

Topic– To develop a business strategy model to initiate a sustained competitive advantage
for a dairy processing industry in continental Europe.
CHAPTER 1: INTRODUCTION
1.1 Background of the study
In today's dynamic business environment, one of the main key challenge for the
enterprise is to adopt business strategy models that aids to gain competitive advantage. A
strategy is framework that termed out as how individuals within the enterprise should make
decision and allocate resources to accomplish key objectives (Danso, Adomako and Konadu,
2019). Strategy creation helps to gain competitive advancement within enterprise. Business
strategy is all about the choices and preferences that firm make in order to achieve the aim and
objectives. Therefore, the main purpose of strategic planning is to set overall aims and objectives
so that better plan can be developed. In addition to this, organisational strategy defined as sum of
actions that firm intends to take long term goals.
Therefore, one of strategy model as innovation is also a kind of business strategy model
that aids to plan or to grow market share with help of brining adaptation in product and services.
Innovative strategy also indicates about the improvement in product, disruptive and breakthrough
innovation approach at its best level (Salunke, Weerawardena and McColl-Kennedy, 2019).
Henceforth, it can be stated that sustained competitive advantage of any enterprise can be full fill
with assets, attributes and abilities that are difficult to exceed. Thus, it also provide superior
long-term position over the competitors. Basically, strategy is about two things that shows up in
deciding aspects that business should follow for achieving success and gaining competitive
advantage (Mkrttchian and Potapova, 2019).
Henceforth, this is term which designed to improve the operation and aids to meet out the
goals. Additionally, it can be stated that this supports to aligning the activities by illustrating the
potential trade off. One of the prime importance of business strategy is to determine the future
direction and support to the business functions and operations. Henceforth, strategic management
entails business goals, the enterprise vision and goals as well as future plans. Business
environment strategic planning is crucial key for solving strategic task. Additionally, process
defined as to developing, controlling and maintaining strategic balance between goals of the
enterprise and resources in market environment.
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Therefore, the main goals of business strategy model is to create, improve and gain
competitive advantage within the enterprise. It is defined as a force that enables the business to
put their major focus on sales, better profit margins, higher customer and better and improved
staff retention than competitors. However, one of the main challenge for business strategy to take
initiatives to find out the way that can aid in competitive advantage. It defines the firm ability to
perform its functions more efficiently. There are number of the firms that are competing with one
another and to gain competitive advantage the entity has to adapt strategic model (Zakrzewska-
Bielawska, 2019). Hopefully, it can lead to choose to support the company and helps to gain
maximum profitability in market. This is one of the key element for decision making and this
adopts the business strategy and activities to meet out the needs of an enterprise.
Furthermore, the UK needs competitive and profitable dairy farming industry not for
economic reason but also for environment security. This is the industry that is mainly relies on
the continuing supply of the huge range of people and skills. In order to be the industry profitable
and sustainable, it is crucial to have appropriate and qualified personnel. Who aids to conduct
organisation activities in sophisticated manner (Abbate, Cesaroni and Villari, 2019). Therefore,
competitive advantage is the kind of advantage over the competitors that can be gained by
offering customers the greater value either by lower prices or by providing greater benefits.
Additionally, it can be stated that brand loyalty is one of the competitive advantage that can be
gained by the form that can capitalize on.
Research aim and objectives
Aim- To investigate and develop a business strategy model in order to initiate a
sustained competitive advantage for a dairy processing industry in continental Europe.
Objectives
 In what way does the business literature model add advantages to the common topic of
advantageous competitiveness?
 How would the traditional standpoints about competitive advantage be merged with
inputs from the business literature model to turn it into a business model proposition?
 In what way can the business model proposition be monumentally examined in lieu of the
approval or rejection of the hypothesis that predicts the sustained competitive advantage
of a firm?
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1.2 Problem statement
The UK required competitive and profitable dairy farming industry not just for the
economic reason but also for environmentally and socially. Additionally, dairy industry
impacting the environment and animal health at the huge context (Lobel, Engels and Granic,
2019). Therefore, this industry will purely focus on approach towards sustainability and
resilience by putting core focus on quality.
Henceforth, this change will aid to improve the choice of dairy products and aid to ensure
about all requirements that met in both environment and animal health. Strategic model seems
workable for short term and that can harm the achievement of long term organisational goals
(Bian and Sun, 2019). By implementing the strategic model the entity can enforce the business
condition in better and attractive mode. Henceforth, enterprise uses this strategic models to
improve operational process and aids to meet our business goals.
1.3 Research questions
What is the main objective behind this research on European dairy industries, and how
does it shape into the sustainable business model?
1.4 Significance
The business model should implement to undertake the overall changes within the
industry. It outlines specific processes, functions and activities to produce goods and services.
Execution of strategic business model assist firm to develop unique position in market.
Henceforth, this research report will aids to develop way of doing business that entity has to
choose for undertaking creation and providing consistent value to customer and to earn
maximum amount of profitability (Parida, Burström and Wincent, 2019). In addition to this,
strategic business model will define that how an enterprise can creates, delivers and capture
value. Therefore, it is crucial as this helps to organisation to creates, delivers and capture value in
economic, social and cultural aspect.
Furthermore, strategic business model and process of innovation plays crucial role in
improving machinery and operational procedures (Gans, Stern and Wu, 2019). Additionally, this
changes will focus on developing the business strategy model for EU dairy industries.
Henceforth, the main goal of business development strategy is inclusive of market expansion,
brand projection, new client acquisition and to create better and improved awareness about the
brand.
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Therefore, one of the beneficial aspect of strategic management is to become more
disciplined and organized. This will help the researcher to bridges the link between performance
and rewards for employees. Additionally, this research will help the researcher to gain the depth
insights about the uses and effect of strategic model to gain sustainable competitive advantage.
1.5 Rational of research
In the changing scenario of the business enterprise, advanced innovation and strategic
business model aids to bring competitive advancement and unique position to enterprise. In the
market the most of the enterprise is using technological innovation so that better and improved
services can be delivered (Bustinza, Gomes and Baines, 2019). Sustainability and resilience are
two core components that aids to bring better advancement to enterprise. This report will aids to
expand the knowledge of the researcher about the uses of strategic models and their benefits that
leads to gain sustainable competitive advancement within market.
Additionally, development within the industry with the help of strategic business model
makes the whole system effective and this leads to accomplish unique advancement (Singh and
El-Kassar, 2019). Henceforth, this report will put major focus over developing the business
strategy model for EU dairy industries specifically.
1.6 Research scope
This research will mainly define the overall strategy to implement strategic business
models as Porter five forces, Business canvas model etc. Additionally, it aids to identify the
current trends, usage, supplier’s activities and behaviour of the customer within the market.
Therefore, it will be conducted in terms to initiate sustained competitive advantage for the dairy
processing industry in continental Europe (Sahaf, 2019).
To enhance the competitive advantage of the business, the above given model will work
as to guiding tool that can aids to improve competitive advantage (Ferreira, Coelho and
Weersma, 2019).
1.7 Project structure
This is term that defines the overall structure of research project and includes different
chapters. Therefore, it’s all discussed in systematic manner to understand the each chapter in
proper mode. Thus, the project team is the structure that facilitates the coordination and
implementation of project activities. Henceforth, structure of the project defined in the following
manner as are-
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Chapter 1 Introduction- It is the first chapter that will provide an overview of research
topic. Additionally, researcher will define background, objectives, aims, research questions etc.
that needs to achieve. Therefore, it is the initial part of the research that aids to carry out the
whole research in the systematic manner.
Chapter 2 Literature review- This is the second chapter that aids to analyse the
secondary data information and that can be collect with the journal articles, book etc. It is term
that aids to gather the depth description about the topic of research. Therefore, secondary data
can be collected and analysed that can make it easy for the user to know about the subject so that
depth information about the topic can be ascertained. With the help of this, the depth information
to the research can be gathered.
Chapter 3 Research Methodologies- It is the chapter that aids to define the depth
information about differ types of research methods. This is helpful in order to adopt the specific
method to collect the whole data in specific manner. Therefore, this is systematic method that
provide an overview about the whole research so that better information can be conducted.
Herein, this term is defined as systematic plan for doing research and also inclusive of method as
data collection, interpretation, implication etc. With help of selecting proper method to research,
the researcher can determine the information in reliable mode.
Chapter 4 Data analysis- This is defined as procedures that aids to provide systematic
information. By application of statistical and logical technique to define, illustrate and evaluate
the data effectively (Li and McMillan, 2019). Henceforth, this chapter will show that how
primary data will be interpreted and collected. Thus, it is inclusive of graph, chart, table etc.
Additionally, it aids to do the project along with the interpretation to gather reliable data.
Chapter 5 Discussion and analysis- Under this, result and analysis will be discussed and
that will show findings of the overall research activities. Therefore, researcher can able to give
an in-depth analysis of the data and information. It can be collected with the primary method. It
will make it easier for the user to evaluate and identify the overall findings of the project. It is the
section that aids to analyse the whole findings in depth mode.
Chapter 6: Conclusion- It is the last chapter in which conclusion can be done effectively.
Herein, the researcher shows that what can be concluded after completing the project. It is the
chapter that provides an insight which is helpful to collect the findings and information as per the
data.
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CHAPTER 2 LITERATURE REVIEW
This chapter will define comprehensive summary on research topic. Therefore, whole
information can be gathered with help of books, online articles and journals etc. Herein, it’s
defined in following manner as-
Business model-
The business model defined as company plan for making and altering the product and
services. It called as plan for successful operation of business that put major focus on
profitability, customer base and details of financing. Although, it’s defined as core strategy for
making profit and to define the product, services and target market. As per the view of
Vishwanathan, van Oosterhout and Van Essen, (2019) stated that one of the primary component
of the business model is to enhance value proposition of firm. Therefore, conceptual structure
assists to guide the viability of a business that inclusive of business, purpose and ongoing plans
for achieving them.
As per the views of Kroll and Lado, (2019) stated that business model consisting of four
inter locking elements that aids to create and deliver value. According to Anjum, Ming and Puig,
(2019) stated that business model needs to define rational that how an enterprise creates, delivers
and captures value by altering product and services. In contrary to Fainshmidt, Wenger and
Mallon, (2019) stated that implementation of business model helps in undertaking business for
creating and providing the consistent value to customer by earning maximum profitability. As
per the view of Wright, Kroll and Lado, (2019) stated that business model outlines the specific
processes, functions and activities that uses to produce consumer goods and services. The one of
the beneficial aspect of strategic management is to assists business to become more disciplined
and organized enterprise. Thus, Kroll and Lado, (2019) stated that this bridges the link between
the performance and rewards for employees. They also stated that business model is mainly used
in determining the overall objectivity of the company. It is mainly related to the company’s plan
and also its objectives in respect of achieving targets. It is designed in respect of increasing sale
in company and also motivates employees to work harder to achieve targets within the stipulated
time. On the contradictory McDonald-Junor, Rossiter and Smith (2018) they are disagree with
this statement that company plan is to be initiated if they are to be undertaken with proper care.
For this skilled person is appointed to handle all such issues and barriers which restrict company
to expand their business into different countries. The rewards and performances are to be
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undertaken if the company earn profits through such activity which are planning to control their
business operations. In such perspective, the rewards is to be given to skilled person on the bases
of capabilities and skills. Thus, it reflect the integrity and working of other employees and also it
bring conflict in business working.
Additionally, business models can avail number of beneficial aspects and conceptual
structure that supports the viability of business. It is kind of specification that defines how an
organisation full-fill its purpose by gathering attention of customers. In contrary to Fainshmidt,
Wenger and Mallon, (2019) stated that business model supports to facilitate the understanding
with elimination of unnecessary components. In order to have better competitive advancement
within the market this is crucial to constitute a strategic plan, model and design that aids to
improve the whole process. Froud, Tischer and Williams (2017) stated that company can
effectively run its business if they bring new and innovative scheme for their customers. If they
carry the renowned brand name, they attract the interest of customer at large scale and also fulfil
their needs and wants through providing effective discount. Thy can support their business model
through conceptual analysis. As through their innovative ideas and concept they can bring new
products in market and also manage the cost through providing organic and hygienic products.
But Evans and et.al., (2017) criticised that if the products are to be produced according to the
customer demand, it resulting in causing lot of wastages in products. As the taste of customer are
changing and they are demanding new products every time. Thus, it resulting in bringing more
expenses in terms of raw material and also if they produce single product it resulting in lot of
man power to produce the single product. Henceforth, Byrne, Cole, and Whitehead, (2019) stated
out that organisation uses this strategy to bring improvement in the operational functions and to
meet out the business goals. Business strategic model offers the both concrete and abstract plans
with undertaking plan of action that uses to generate profitability from product and service.
Theme 1: Identification of ways of business literature model that add advantages to the common
topic of advantageous competitiveness.
Firm competitive advantage over the competitors can be gained with help of offering
consumers greater value either by means of lowering prices or by providing the greater services
and benefits for the commodities. As per the view of Horner, Jayawarna and Jones, (2019) stated
that competitive advantage can be achieved when the firm is able to develop new commodities
and provide superior services to customer. In contrary to Forbes, (2019) stated that business
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defined as human activity in competitive market setting and that can be characterized with help
of exchange of good and services for money. In contrary to Hartman, Parra and de Roo, (2019)
stated that one of the key element of using business model in enterprise is to build competitive
advantage in market. Henceforth, Horner, Jayawarna and Jones, (2019) stated that the enterprises
that are in emerging markets and are striving to gains sustainable competitive advantage must
implement strategic models. Thus, strategic planning model is the high level of model that uses
at the begging of the organisational activities. Thus, Horner, Jayawarna and Jones, (2019) stated
that the better plan of action leads to achieve the long term advancement and also helps to bring
sustainable gain in the market.
As per the view of Johnson, Christensen and Kagermann, (2008) stated that successful
firm is one that has found a way to create better and improved value for customer. However,
customer value proposition is term that assist customers to get an important job done. Each
successful enterprise must operates as per the effective business model. With help of identifying
all the constituent parts, executives can understand the models that support to full fill the potent
value proposition in profitable model with use of specific key resources and processes.
Henceforth, the customer value proposition will work on basis of components as-
 Target customer
 Job to be done- This is defined as to solve the crucial problem or to take initiatives to full
fill the crucial need for the target customers.
 Offering- It is term that satisfied the problem or full-fills the need.
According to the view of Christensen, Bartman and Van Bever, (2016) stated that
competitive advantage is the leverage that business enterprise has over there competitors. It can
be gained by the offering greater and better value to customers. Business model is critical
element for any new start up as this aids to adopt the strategies. Therefore, Horner, Jayawarna
and Jones, (2019) stated that to develop the business model the enterprise needs to take
initiatives to create the value for several stakeholders. Henceforth, the primary aim of business
model is to execute the sustainable chain that aids to unlock value for several markets and aids to
build value proposition. As per the view of Vishwanathan, van Oosterhout and Van Essen,
(2019) stated that business model defined as high level plan for profitably operate their business
functions in the specific marketplace. Thus, one of the primary and major component of the
business model is the value proposition. As per Bower (2016) they determined the value
8

proposition on the bases of identifying the customer needs and also providing proper feedback on
their queries raised. They are attracted if they get proper treatment from the customer services
which is engaged with company and also there reviews are to be undertaken in respect of
producing the new product. Value proportion is raised in respect of identifying the benefits
which is contained in the products and also determining the customer needs through such
benefits. Foss and Saebi (2017) argued that if customer are expecting the high level of quality in
products at reasonable price, in such cases if they are failing to fulfil the customer needs. As the
products value is designed according to pricing of the product. Thus, this distract the mind of the
customer, if they are not getting the accurate products as per demanded. According to the view of
Anjum, Ming and Puig, (2019) stated that the common mistake for new enterprise must cover
up the projected start-up cost and source of financing. Therefore, there are many type of business
models such as direct sales, advertising based, franchising, brick and motor store etc. In contrary
to Fainshmidt, Wenger and Mallon, (2019) stated that the successful business needs to adopt the
business model that aids to allow and full fill the needs of the client at the competitive price and
the sustainable cost.
Henceforth, Kroll and Lado, (2019) stated that there are many business enterprise that
needs to revise the business models time to time as per the changing demands within the market.
In this digital era, the enterprises must take initiatives to undertake changes that aid to gain
competitive advantage and stability. It is term that leads to have innovation within the product
and service to the customers. Furthermore, Wright, Kroll and Lado, (2019) stated that the one of
the main key crucial aspect of company business model is to seldom the changes and this has
become the company vision.
According to Roo (2019) as due to changes in time, customer are preferring online
services if the products so that can avail the products from online sites. In such perspective they
are approaching through digital platform and reaching to company sites to purchase the products.
This is helpful to the company also, as they are reaching to large number of people and also
promoting their products at global level. For this, innovative technology is needed so that they
can reach to buyer and also resolve their issue if they are facing any. On the contradictory to
Bower (2016) innovative technology resulting in bringing lot of consequence in company
working. As there are chances of infringement of data and information which can be leaked if
they share any of the information at the time of availing the products. Customer detail are also
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insecure if they are purchasing the product of the company and also demanding home online
services.
Thus, Anjum, Ming and Puig, (2019) stated that small business enterprise can be
beneficial with the help of implementation of the strategic models as it creates profitability and
productivity. In order to bring competitive advantage the enterprise needs to improve strategic
goals so that things can get advanced. Through strategic model they can undertake various ideas
and use approaches to gather information which is useful in company working. They can
improve their business operation by undertaking the services resulting in determining the
products in company. As per the view of Kerzner, (2019) stated that Entities must use strategic
model that to constitute and improve operation. Henceforth, the development of such models
assists to identify the key goals of an enterprise.
Henceforth, business activities that inclusive of the actions as inbound logistic, outbound
logistic, sales and marketing. As per the view of Byrne, Cole, and Whitehead, (2019) stated out
that business model defined as company plan for making profit. Hence, it aids to identify the
products or services that entity will sell.
It aids to gain competitive advantage in the market with help of creating, delivering and
capturing its value in economic, social and cultural context. The barrier arise in respect of facing
issue through environmental aspects. As due to changes in environment, it bring barriers in
delivering the products to customer or also not fulfilling their needs timely. This reflect the
interest of customer regarding availing such products and also company had to start from the
starting point to distract the customer interest towards such products. According to the view of
Steiss, (2019) stated that business modelling is about to find out the systematic way to unlock the
long term value for en enterprise at time of delivering the valuable products and services.
Therefore, business model defined as system that aids to create and provide consistent
value to customers and earn profit from business activity. This aids to explain the successful
operation of the business, assist to identify the sources of revenue, the intended bases of
customers, products and details of financing. With help of this, Kroll and Lado, (2019) stated
that it becomes easy to enumerate the company core value proposition, target customers,
assumed profitability streams and key resources of the enterprise. Generally, this defined as
specification that aids to determine how an enterprise full-fills its purpose.
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Therefore, Elliott, Day and Lichtenstein, (2019) stated that there are different types of
business model as manufacture, distributor, retailer, Brick and mortar, e-commerce, Bricks and
clicks, advertisement, subscription, agency based, affiliate marketing etc. With help of choosing
the effective business model the firm can able to gain competitive advantage by altering product
and services. As per the view of Rubenstein, Callan and Henderson, (2019) stated that in the
competitive world being innovative is one of the best things that aids to stand against the
opponents. In order to be effectively engaged, there must be use of competitive strategies.
Henceforth, Horner, Jayawarna and Jones, (2019) stated that adoption of better and improved
strategies leads to make more informed business decision.
This is systematic activity that defined as to create defensive position in the industry and
to generate greater return on investment. Henceforth, the entity can use Porter Generic model to
gain competitive advantage as-
 Cost leadership- The one of the prime aim of entity is to become the lowest cost producer
in the industry and that can be achieved by producing the large scale that enables the
entity to attend the economies of scale. Henceforth, high capacity utilisation, effective
technical implementation and good bargaining power are some of the components that
aid to accomplish the cost leadership. To use this strategy the enterprise needs to find out
of altering the product and services. As per the view of Forbes, (2019) stated that this is
strategy that can also be classified as offensive strategy in this businesses can attempt to
drive out competitors from market continually.
 Differentiation leadership- Strategy aids to maintain different image within the market. In
addition to this, Hartman, Parra and de Roo, (2019) stated that the enterprise can able to
maintain unique features of the commodities and services. In order to be the competitive
the entity needs to look over things as superior brand and equity, major distribution
channel and consistent promotional support etc. This all leads to set up the attractive
image in the market.
 Cost focus- It is the strategy that aids to concentrates on specific market segments that
assist to keep the commodities in low market segments. Therefore, Hartman, Parra and de
Roo, (2019) stated that this kind of the strategy assist entities to satisfy with sufficient
consumers and to gain popularity.
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 Differentiation focus- This is defined as strategy that primarily aids to focus on to
differentiates itself from one or two competitors within the specific segments. Therefore,
this is defined as segmentation that aids to meet demand of consumers and refrain from
purchasing competitors.
 Henceforth, it can be concluded as an attributes that allows enterprise to outperform
organisational activity that leads to gain competitive advancement in the market.
As per the view of Hartman, Parra and de Roo, (2019) stated that the creation and
execution of the strategy plays the crucial role to translate the plan into action. Thus, Kroll and
Lado, (2019) stated that the strategic planning is essentially the translation of the strategy into the
action plan. There are many enterprise that works as to connect their strategy with resources that
can effectively execute.
In addition to this, Bustinza, Gomes and Baines, (2019) stated that strategic map defined
as visual tool that designed to communicate the strategic plan and works as to achieve the high
level of business goals. At the time of making the dairy products, this is crucial to identify the
crucial aspect of the strategy with help of determining the competition and audience within
market. Therefore, Singh and El-Kassar, (2019) stated that this industry must works as to craft an
advertisement technique that clearly states in highly visible texts. Therefore, Sahaf, (2019)
stated that promotion is the another crucial marketing strategy for the milk producer to target the
customers within the market.
In order to gain competitive advantage over the rivalries the firm needs to adopt lower
pricing strategies that lead to differentiate their identity within market. Henceforth, Kroll and
Lado, (2019) stated that the competitive strategy can be created with help of using the resources
and capabilities that aids to achieve either cost structure or differentiate products within the
market. According to the view of Ferreira, Coelho and Weersma, (2019) stated firm can gain
competitive edge with the help of lowering price and provides greater benefits and services that
justifies higher prices.
In contrary to Anjum, Ming and Puig, (2019) stated that competitive advantage
distinguish the firm activities from its competitors. As per the view of Vishwanathan, van
Oosterhout and Van Essen, (2019) stated out that entity contribution to higher price, more
customers and enhancement in brand loyalty brings competitive advancement in market.
Therefore, the edge over the competitors can be achieved with attracting the buyers.
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Implementation of the business model improves organisational performance and creates
buzz among the consumers and encourage first time purchases. Thus, better business model aids
to advance the product and service in the market and brings competitive advancement to identify
the current trends that exists within the market.
Theme 2: Traditional standpoints about competitive advantage that merged with business
literature model to turn into the business model proposition.
In the today's business environment the business landscape are rapidly changing and it is
the new source of competitive advantage. As per the view of Fainshmidt, Wenger and Mallon,
(2019) stated that to develop business model firm needs to create value for several stakeholders.
Henceforth, successful business has adopted business model that allows to full fill the client
needs at the competitive price and sustainable cost. This is defined as conceptual structure that
supports the viability of the product and also define how firm adopts, makes money and intends
to accomplish the enterprise goals. In contrary to Wright, Kroll and Lado, (2019) stated that
business model defines the description of rational that how entity creates, delivers and captures
the value for customers. As per the view of Kerzner, (2019) stated that the widespread use of
business models comes into existence with the advent of technological advancement that
differentiates the components of the business. Additionally, Johnson, Christensen and
Kagermann, (2008) stated out that sustainable competitive advantage is term that an organisation
and individuals perform their better than all the competition over the long period of time.
Henceforth, it mainly aims at creation of defensive position in an industry and to generate the
super return on investment. Henceforth, strategic model consist as tool to plan and implement
business strategies.
According to the view of Chesbrough, (2010) stated that there are number of the
enterprise that commercialise new ideas and technical advancement with help of business
models. It has been ascertained that business model innovation is one of the vital concept that is
very difficult to accomplish. Henceforth, entities must adopt an effective attitude toward business
model experimentation. There are some experiments that can be fail, but so long as failure
informs new approaches and understanding within the constraints of affordable loss. Therefore,
driven planning, companies can model the uncertainty and can also update their financial
projections as their experiments in terms to create new data. Implementation creates actions
based on the initial results of experiments, create new data towards previously latent opportunity.
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As per the view of Byrne, Cole, and Whitehead, (2019) stated that effective brand image
is one of the biggest competitive advantage to the any enterprise that leads to improve and
produce better product and services. Therefore, dairy industry need to put their major focus over
brining improvement within product and services with use of natural ingredients that can leads to
build better competencies in market. In contrary to Steiss, (2019) stated that the business often
uses mutual and artificial barriers to take entry into government policies, access to suppliers,
patents, trademark etc. Additionally, Elliott, Day and Lichtenstein, (2019) stated that effective
operations and optimized processes are crucial in every industry to upstream the supply
management, operations, go to go approaches of the market. As per the view of Horner,
Jayawarna and Jones, (2019) stated the operational working of the enterprise plays the crucial
role in order to have better advancement within the enterprise.
Technical innovation is the concept that is totally different from the business innovation.
Henceforth, Rubenstein, Callan and Henderson, (2019) stated that competitive advantage can be
gained with the use of better resources and capabilities to achieve either the lower cost structures
or different product and service. By gaining the competitive advantage the goods and services of
entities are superior to all of the customer choices. Thus, competitive advantage aids to
distinguish the firm identify over their rivalries. Additionally, Hartman, Parra and de Roo, (2019)
stated that it leads to make contribution towards higher prices, more customer and brand loyalty.
Therefore, Kroll and Lado, (2019) stated that advancement is one of the most important crucial
goal of any company. So, in the present world the competitive advantage is essential to gain
success in business.
As per the view of Forbes, (2019) stated that sustainable competitive advantage can be
defined as the firm assets, attributes and abilities that are typical to exceed and provide superior
long term position over the competitors. It can be called out as backbone to organization that aids
to bring better qualities products and services. As per the view of Hartman, Parra and de Roo,
(2019) stated that competitive advantage is one of the favourable position that holds by the
market and it results into more number of customer and profits. In contrary to Ferreira, Coelho
and Weersma, (2019) stated that companies with sustainable competitive advantage might get
success within short span of time.
Business canvas model-
14

(Mkrttchian and Potapova, 2019) sought to establish the fact that, Business canvas model
is one of the most crucial things which a business needs to do in order to deliver the value
proposition to the customers. It is very useful in understanding the specific business model in a
structured manner. It helps in determining the channels through which company can attain its
high sustainable growth and efficiency through various means. Business canvas model is
classified into key partners, key activities, value proposition, customer relationship, customer
segment, key resources, distribution channel, cost structure and revenue stream which in turn
results in long term operational standards and efficiency of the business.
Thus, many enterprise uses business canvas model to gain competitive advantage in
market. It is the great tool that aids to understand the business model in straightforward and
structured manner. As per the view of Wright, Kroll and Lado, (2019) stated that this shows up
the graphical representation of number of variables that also defines the value of business. As per
the view of Vishwanathan, van Oosterhout and Van Essen, (2019) stated that business canvas
model is one of the strategic management tool that aids develop new and innovative product and
services within market. Thus, Kroll and Lado, (2019) stated that it is the visual chart that assist to
define about the firm value, proposition customer and finances etc. In addition to this, business
canvas model termed out as a strategic model that works as to access and monitors the changes
in the internal situation. It is strategic management tool that defines the visual chart with number
of elements that shows up product valuable proposition, customer and finances. As per the view
of Hartman, Parra and de Roo, (2019) stated that strategic management tool that easily defines
and communicate a business idea within the coherent mode. It improves all the working within
the enterprise by maintaining strategic direction to accomplish desire results. Business model
canvas aids to analyse product and service from varied standpoints. It is tool that uses by
managers to accomplish desired results with high level strategic details. Henceforth, this defined
as visual chart with various core elements that defines firms or product's value proposition,
infrastructure, customers, and finances.
It eliminates all fluff from traditional business. Business canvas model is the strategic
model that aids to develop and remove strategic direction by improving the clarity of the
business from what this is trying to accomplish. Thus, Kroll and Lado, (2019) stated that the
performance of the enterprise can get improved with the use of business canvas model. It is the
visual chart with the number of elements that aids to define the firm and product value
15

proposition that connect with customers, finance and infrastructure. All the firm aspects are
made at the clear glance due to the visual aspect. BMC aids to visualise what is significant and
this forces users to address key areas. Therefore, it is consists of the following-
Key partners- For the both start up and existing enterprise it is crucial to create alliances
with partners. Additionally, essential information can be acquired by knowing in advance that
which partners are able to valuable relationship (Danso, Adomako and Konadu, 2019).
Key activities- It is one of the core activity in executing valuation to the company. To
have the good knowledge for the core activities of an enterprise, there must be presence of better
understanding of value proposition of the enterprise. This is not only related with the production
but also about to problem solving approach, quality of the product and service and networking
(Salunke, Weerawardena and McColl-Kennedy, 2019). If the enterprise knows what the added
value for the customer is than better relationship can be developed with existing customers.
Illustration 1: Business canvas model
(Source: What is the Business Model Canvas? ,2018 )
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Key resources- It is defined as company needs to be perform their activities. Therefore,
this can be categorised into physical, financial, intellectual and human resources (Mkrttchian and
Potapova, 2019). These all resources are crucial to carry out the day to day activities of the
enterprise. It helps in effectively determining the resources which are required to carry out the
business in an efficient and effective manner.
Value proposition- This is term that defined as core of company right that exists and it
also aids to meet out the needs of customers. It mainly focuses on factors as price, service, speed
and delivery conditions (Zakrzewska-Bielawska, 2019). Thus, these also focus on quality that
mainly focuses on quality inclusive of design, brand status, customer satisfaction and experience.
Value proposition helps in effectively providing services to the customer which in turn meets
their expectations. It helps in resolving various problem in a unique and efficient manner.
Customer relationships- This is crucial as it allows to interact with customers. In
market, there are different consumers and each has different specific needs. By anticipation of
the consumers’ needs the organisation can able to invest in better way of altering product and
services. Customer relationship mainly comprises of personal assistance, self-service, automated
service, co- creation, communities, etc.
Channels- An enterprise deals with distribution, communication and sales channels.
Therefore, it has five different stages as- Awareness of the products, purchase, delivery,
satisfaction and evaluation etc. Effective channels helps in delivering goods to the customer on a
timely and effective manner. It should be fast ad economic. Company can opt or social media
marketing, partner channels, store front, etc.
Customer segments- An enterprise provide service to more than one customer group.
With help of identification of needs and requirements of each group and value they attach to this,
product and service can all be better geared towards needs. It helps to lead greater customer
satisfaction and also supports to contribute the better value proposition (Abbate, Cesaroni and
Villari, 2019).
Cost structure- With help of gaining an insights into cost structure, an entity will know
what the minimum turnover must be to make the profit. Therefore, the cost structure considers as
economies of scale, constant variables and profit advantages.
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Revenue streams- This aids to provide the clear insights into the revenue model of an
organisation. Henceforth, it can be termed out as the cost drivers (Khan, Yang and Waheed,
2019). Additionally, Wright, Kroll and Lado, (2019) stated that from the sales of good,
subscription fees, lease income, advertising and sponsoring can also be option.
Theme 3: Determining the business model proposition is monumentally examined in lieu of the
approval or rejection of the hypothesis that predicts the sustained competitive advantage of
a firm.
Businesses model describes the rationale of organization that means how an organization
perform their work and creates, delivers, and captures value, in economic, social, cultural or
other contexts. Business model helps in creating value and new idea for the growth and
development of the business. According to the view of Massa and Tucci, (2013) stated that
Business model has mainly considered the importance of firm success in promoting
sustainability. Thus, business model innovation creates sustainability within two ways as with
adoption of more sustainable practices and practices to end negative impacts. Therefore, another
method is to marketing the new techniques that can aid to solve sustainability problems.
However, differ strategic alternatives along with product practice mix to develop solutions for
sustainability issues and improve corporate sustainability performance. This all can prevent the
profit seeking firms and form fully embracing sustainability and perform as to dilute the
effectiveness of initiatives.
As per the view of Li and McMillan, (2019) stated that many enterprises uses different
model to identify competitive advantage that allows organization that they identify the
competition and needs of customer at the reasonable price and sustainable cost. In contrary to
Kroll and Lado, (2019) strategic business model aids to give opportunity to company and also
gives unique reputation by focusing over needs and wants of customers. As per the view of
Bustinza, Gomes and Baines, (2019) stated that business model for an existing and new
enterprise should include the sources of funds and start-up costs also include the marketing
research related to target the customer.
In order to bring competitive advantage to create sustainable gain, the entity can have the
use of innovation strategy that aids to have successful exploitation of new ideas. Henceforth, it is
crucial for business to improve its processes, bring new and modified commodities and also
assists to enhance the efficiency. As per the view of Singh and El-Kassar, (2019) stated that
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adaption of strategies in order to grow business profitability and sustainability has become the
buzzword. In the present era, as changing behaviour of customer, competition, trade action
resulted in slow growth for the dairy companies. According to the view of Sahaf, (2019) stated
that consumer choices are shifting towards the healthy and better products. Additionally, dairy
firms in developed markets are also facing industry developments and patterns that complicate
other efforts to grow.
Thus, this is crucial to put the major focus over the commodities that contains natural,
green, pure, organic and products that are free from additives (Li and McMillan, 2019). Indeed, it
can be stated that the focus on health and wellness is the new strategy that aids to attract potential
customer and supports to gain competitive advantage.
Therefore, Wright, Kroll and Lado, (2019) stated that the top three attributes for the dairy
industries are as “all natural” “Low sugar” and organic. Thus, consumers generally favour
protein over the fat for health and plan that derived products over animal derived ones.
Additionally, dairy companies have opportunity to strengthen the health claims and shift towards
to produce commodities that is healthy (Lobel, Engels and Granic, 2019).
Thus, many enterprises use the Michael Porter model to gain competitive advantage in
market. It is the best tool every firm could use this model in the business in order to achieve the
sustainable competitive advantages. Thus, Wright, Kroll and Lado, (2019) stated that there are
two basic ideas that helps to possess the sustainable competitive advantages the First is firm
make sure that they produce the product on minimum cost to take the competitive advantages
(Danso, Adomako and Konadu, 2019). On the other hand, it can done with having differentiation
within products by analysing needs and wants to customers to achieve competitive advancement.
As per the view of Anjum, Ming and Puig, (2019) it is sated that organization must focus
on differentiation strategy that requires offering unique features in their product and promotional
activities that fulfils the demands of target market. Differentiation strategy allows to organization
that they able to build the unique identification among the clients. According to Fainshmidt,
Wenger and Mallon, (2019) it is stated that the differentiation strategy allows to business that
they able to attract the customer with unique identification also it helps to build the brand
loyalty. According to the view of Kroll and Lado, (2019) stated that strategy protects the
business against the different substitute products because organization makes the different
product as compare to their competitors with suitable pricing strategy as this method helps to
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build the sustainable competitive advantages. As per the view of Wright, Kroll and Lado, (2019)
it is stated that, this model helps to organization as they optimally product the product on
minimum price with some new and innovate features that it helps to create the sustainable
competitive advantages.
In contrary to Kroll and Lado, (2019) stated that it constitute the plan, model, designed
that aids to improve a process. Henceforth, organisation uses this strategy model to have
improvement in the operation so that goal can be met. As per the view of Wright, Kroll and
Lado, (2019) stated that business model is the concrete implementation of the business strategy.
However, this can be said that strategic planning is crucial to long term success to business.
Thus, Kroll and Lado, (2019) stated that the long term goals of the enterprise are as enhancement
in productivity and profitability. To accomplish this, the entity needs to take initiatives to
perform activities with operational, tactical and strategic planning.
Hence, many enterprises use the porter five forces model in the business to achieve the
sustainable competitive advantages. This five forces model is the business tool that helps to
analysis the competitive environment of the business and also helps to determine the competitive
intensity of the industry. As per the view of Kerzner, (2019) it is stated that porter five forces
model helps to identify the power of supplier and power of buyer related to goods and service.
Thus, this model helps to enterprise that they are operating on the industry in which competition
is low as result organization has power of pricing which describe that company enhance high
revenue. On the other words, a pricing power of the company is enhanced the profitability of the
organization in terms of number of customer and enhance market share (Salunke, Weerawardena
and McColl-Kennedy, 2019).
Five forces model helpful in planning when company want to enter in new industry and
new market it helps that they using the porter five forces analysis and eliminate the competition
which have close substitutes or where there are fewer entry barriers. Thus, Wright, Kroll and
Lado, (2019) stated that performance of the enterprise can get improved with the use of porter
five forces model it includes the Competition in the industry, Potential of new entrants into the
industry, Power of suppliers, Power of customers, The threat of substitute products. These forces
are described below:
Competition in the industry: This forces is described the number of competition in the
particular industry. In this force it describes that there are many substitute products which affects
20

the demands of product of particular organization. Thus, Wright, Kroll and Lado, (2019) stated
that the competition is shows by the different ways which affects the organization performance
and probability as competition may be in price competition, Advertising activities, New and
innovative ideas and introductions, Improving quality of products, Increasing customer services.
Thus, this all activities is increase the competition also there are some industry which have a few
sellers of product and service, offering similar products to the customers because it is easy for
buyers so that they can easily switch the product according to their needs and wants also at low
prices (Cao, Bian and Sun, 2019). Thus, organization need to eliminate this competition by
taking some initiatives and take actions like to create and maintain the competitive position in
the market by offering the quality and innovative products at low prices. New competitors
entering into the market who are offering same range of products at a competitive price is a
major threat to the business.
Potential of new entrants into the industry: The new entrants are also the effective as it
enhances the competition among the industry. High return and yield attract the number of new
entrants as new start up decrease the profitability of existing companies. Thus, new entrants is
majorly affects the performance of existing company because new start-up have new ideas also
they provide the different product range, quality product and services, etc. on the other side, The
size of the new entrant plays a major role. For example, A good and innovative ideas is fulfilled
the needs of customer so it directly affects the performance and portability of existing customers
as it difficult to survive in the competitive market because intense competition is reduced the
number of customer and market share (Gans, Stern and Wu, 2019). Moreover, the prices of new
and existing company are slashed as result the overall profitability of existing enterprise is affect
negatively as it reduce the revenue and income of company. The fact is that if the entry of new
entrant is easy so it can enhance the level of competition. Thus, Wright, Kroll and Lado, (2019)
stated that to eliminate this problem, existing company make new product and conduct market
research to analyse and identity the actual needs and requirements of customer in order to satisfy
the customer.
Power of suppliers: Another force is power of suppliers as high bargaining power of
supplier is increase the cost of production because supplier gives the raw material on high prices
as result firm make the product on high cost and also the prices of product will be high. Thus,
high prices of products is reduced the demand of product and also other existing company will
21

face the huge competition because many organization take advantages as they provide the low
prices of product (Parida, Burström and Wincent, 2019). On the other side, the low barraging
power of supplier give the advantages to company as they make their products on minimum
prices so they can able to sales product on low prices. Thus, Wright, Kroll and Lado, (2019)
stated that the low bargaining power of supplier is creates the positive impact in the performance
of the organization as it helpfully because it aids to attract the customer towards the product and
services
Power of customers : Anther force is power of customer and buyer as high bargaining
power of customer is put the enterprise under pressure because the changing behaviour of
customer is affects the decision making power of organization. Thus, Wright, Kroll and Lado,
(2019) stated that the changing behaviour of customer is influence organization as they change
their decision and make the quality of product and offer the best services to attract the number of
customer so, enterprise need to invests their money in making the quality of products
(Mkrttchian and Potapova, 2019). On the other side, the low bargaining power of customer is
helpful for the enterprise as they not have invested their huge money in making the best product.
Thus, Wright, Kroll and Lado, (2019) stated that the Low power of customer increase the
demand of product because customer want to purchase the product due to high demand.
Henceforth, few buyers of product will reduce the price and high buyer of product increase the
prices of product. People tends to shift to the products who offers quality products at a cheaper
price.
The threat of substitute products: Last force is threat of substitute product its affects the
performance of business because similar product reduce the demand of one product and increase
the demand of another product due to low prices. Thus, in the market there are different choices
for the customer they can choose the product between different substitute products (Parida,
Burström and Wincent, 2019). Therefore, many business take advantages as they reduce the
price of product it helps to attract the customer. On the other side, to eliminate the threat of
substitute products business follows a product differentiation strategy, This strategy provide the
idea to enterprises as they can add up some different and unique feature in the product
(Zakrzewska-Bielawska, 2019). So, this helpfully to attract the number of customer and also it
helpful to increase the demand of products as buyers cannot switch the products. Competitive
22

company offering substitute products results in lower profits and attainment of high competitive
advatage for the company.
Thus, the enterprise can have the use of another strategic planning model that will relate
with strength, weakness, opportunities and internal factors. Thus, SWOT analysis is also helpful
to conduct the business activities effectively. As per the view of Wright, Kroll and Lado, (2019)
stated that the good marketing strategy combines of the all marketing goals into the one
comprehensive plan. Henceforth, this kind of marketing strategy are proven to be the effective
business growth. By identification of the internal and external components of the business
enterprise the entity can able to conduct the business operation in systematic mode.
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CHAPTER 3 RESEARCH METHODOLOGIES
This is defined as an careful investigation or inquiry that can conducted with help of
research for identification of the new facts about the topic of research. It is one of the effective
process that aids to collect the crucial information about the topic of research (McKim, 2017 Le
Roux, 2017). Therefore, this is technique that uses to determine, select, process and analyse the
information. It is systematic plan for conducting research. Additionally, this is involves of
specific techniques that can be adopted in the process of research to gather, assemble and
evaluate the data. In addition to it, this is crucial for the researcher to design the methodology for
the problem chosen. This is defined as specific techniques that adopted to collect, assemble and
evaluate data.
Thus, main purpose of researcher is to find out the truth that is hidden and also not
discovered yet. It can be said that surveys, questionnaires and interviews are the common tools
for the research (Mingers and Willcocks, 2017).
Research type
This is defined as the careful consideration of the study that relates with the particular
concern or problem uses in scientific methods. However, this is defined as systematic and
scientific procedure of collection, analysis, interpretation and implication. Research type is
basically a decision in which the information related to the topic can be gathered using two
techniques these are on related to the type of investigation to be performed by investigator. The
chosice of the type of investigation to be performed is completely based on the nature of the
problem.
Additionally, The information related to the topic can be gathered using two techniques
these are qualitative as well quantitative. Under this, qualitative analysis process defined as to
examine the qualitative data that works as to derive an explanation of the specific phenomenon.
On the other hand, quantitative approach termed out as to investigate the information with the
help of numerical information that based on quantities that obtained with the help of quantifiable
measurement process. This is the method that put major focus on to emphasize objective
measurement and statistical, mathematical and numeric analysis of the data that can be collected
using questionnaires, surveys, manipulating pre-existing statistical data by use of the
computational techniques (Sarma, 2015). For this, researcher has used qualitative techniques so
that information can be conducted by use of questionnaire, interview etc.
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Research philosophy
This is term that defined as a belief about the different techniques which can be
applied for gathering, interpretation and analysis of data (Stage and Manning, 2015 ).
Therefore, it is vast and broad topic that cannot be discussed in the great details. Research
philosophy can be classified into the categories such as ontology, pragmatism, positivism,
epistemology and interpretive. It is the research philosophy which assist investigator in
determining the type of approach which can be utilised for conducting the investigation on
specific topic. The research philosophy assist investigator in becoming more creative.
Epistemology research philosophy helps researcher in gaining the depth knowledge about the
subject. Positivism research philosophy is based on the belief that factual knowledge can be
developed by an individual by observing the things surrounding them. Interpretivism research
philosophy provides researcher an ease in interpretation of information about the subject. Thus,
it is term that relates to interpret the elements of the study that aids in integrating the human
interest into the study.
Moreover, realism is the philosophy which is used by scientists. It is the type of research
philosophy which mainly emphasizes on reality as well as beliefs of the people in the society
about the topic chosen for investigation. On the other hand , positivism research philosophy is
based on assumption that social world can be understood in an objective way. Interpretivist
research philosophy claims that social world can be interpreted in a subjective manner. Whereas,
the pragmatist research philosophy states that selection of the research philosophy is completely
based on the nature of problem identified during investigation (Tobin, 2015). Additionally,
choice of the research played the critical role in order to provide the critical role in providing the
key insights with the help of chosen method of research. On the other hand, research philosophy
defined as to development to assumption to the research as it aids to determine the nature of the
topic. This is defined as the development of the knowledge that already been adopted by the
researcher in research.
Moreover, to find out the reliable information about the way European dairy industries
has shaped its sustainable business model, the researcher has used interpretive method of
research. Reason because of interpretivism approach has been selected for the study is that it
helps the researcher in integrating the different elements of the study in systematic manner.
Other rationale for applying the interpretivism research philosophy is that it provides researcher
25

an ease in interpretation of the information about the subject and helps them in reaching to the
conclusion.
Research approach
This is term that defined as plan and procedures that is inclusive of consisting the vast
assumption to the detailed method to the collection of data, analyse and interpretation.
Henceforth, it is based on nature of research and problem that needs to be addressed (Park, 2017
Prasad, 2017). Thus, it is defined as a strategy that aids to provide insights with help of research
can be collected. Therefore, the main aim of research is to inform the action that can leads to
collect the depth information about the topic of research (Smith and Osborn, 2015).
Therefore, the research approach can be classified as deductive, inductive and Abductive
. The choice of the research approach is completely based on the nature of the problem which is
to be addressed. In context of deductive research approach , it begins with formulation of
theories and then collection as well as analysis of data is being done in order to test those
hypotheses. It is the research approach which assist investigator in developing the depth
understanding about the subject. In relation to inductive research approach, accumulation of
facts is done then the theory is being developed. Abductive research approach begins with
observation of the phenomenon.
Additionally, the difference between the deductive, inductive and abductive However,
the relevance of the hypothesis to the study is one of the distinctive point within the deductive
and inductive research (Gregory, 2019). Under this, deductive approach can be beneficial to test
the validity of the assumption relates with research. On the other hand, inductive approach can
be used to make contribution towards the emergence of new theories and generalisation.
Furthermore, abductive research is mainly relates with surprising facts and puzzles due to which
process of the research can be devoted to their explanation. Thus, discussion of the research
approach can be termed out as the vital part of the scientific study regardless of the area of
research.
Moreover, to analyse the way European dairy industries, has designed its business
model the researcher has used the inductive techniques that starts with framing of
questionnaire , aims and objectives (Chakraborty and Ledwani, 2017). Therefore, this all will
be used to collect the data during the process of research.
26

Research Design
It is the process or a methods that is adopted by the researcher which further combine
components of research so that the research problems are handled in effective manner.
Moreover, using research design, researcher determine the technique which should be
implemented for collecting the data for research. Even using research design, the researcher also
get accurate results and through this, researcher complete the dissertation in short time and also
reduce an inaccuracy as well. As research design free from bias and neutral that helps to
understand the views of respondents and also assist them to reach towards goals and objectives.
By using this method into a dissertation, researcher identifies how to conduct the research using
this particular methodology.
Furthermore, research strategy is of seven types, i.e. case study, surveys, ethnography,
grounded theory, action research and archival research etc. This classified into the methods of
techniques as experimental, quasi experimental, non- experimental, correlation and descriptive
strategy. Under this, experimental research strategy is mainly based on to demonstrate the
relationship between the variables that are as cause and effect. This shows that variation in the
one variable can be directly relate to the changes in another variable. On the other hand, the
quasi experiment in the research study, participants are not assigned randomly.
Therefore, the researcher chooses descriptive research design in which the researcher is
interested in describing the situation in better way and also attain the aim that is To investigate
and develop a business strategy model in order to initiate a sustained competitive advantage for a
dairy processing industry in continental Europe. Further, by using this method, researcher
generate the best result and also gain in depth knowledge related to the topic.
Data collection
Data collection method is the process in which the researcher collect and measure the
data so that researcher get answer of their research questions. Therefore, data collection provides
exact result related to aim and objectives to the researcher and using effective method, scholar
also leads to correct outcomes as well. Through this methodology, researcher provide best
business model in order to initiate a sustained competitive advantage for a dairy processing
industry in continental Europe. Even data collection methods cost less and also remove potential
bias as well as human error from it which assist the researcher to get answer related to research
question.
27

Furthermore, data collection method can be classified into the categories as primary and
secondary techniques. Thus, primary method of data relates with the first hand information that
can be collected by the researcher for first-time and it is original in nature. With help of it,
researcher can able to collect the fresh data and this assists to get more accurate data that
collected by the researcher but one disadvantage is that this time consuming and costly. On the
other hand, secondary data method can be defined as to collect the research with help books,
online articles and journals etc. Hence, secondary data can be called as second hand information
that can be readily available from the other sources. Therefore, one of the beneficial aspect of
using this data is that it is cost effective and also easily accessible.
However, researcher chooses both primary in which questionnaire is prepared and also
interview is taken to selected respondents as well as secondary data collection method in which
researcher review articles, book and journals to collect secondary information. In this way,
scholar attain the aim and objectives and also conduct the dissertation in precise manner.
Sampling
To identify the data collection method the next step is to have the use of data sampling.
Therefore, research will divide the population on the basis of different categories that based on
factors as age, gender etc. It can be done with the use of two techniques as probability and non-
probability (Gmeiner, Price and Worley, 2015). This is defined as process that used in
statistical analysis in which the predetermined number of the observation can be taken from the
larger population. It is that part of the methodology that used to sample from the larger number
of population and this is depend on the type of the analysis that being performed effectively. On
the other hand, this is defined as act, technique to select the suitable sample to undertake the
better and effective investigation to research. Henceforth, sampling classified into the categories
as simple random sampling, stratified, cluster and multistage sampling (Sarma, 2015).
Basically there are two types of sampling method that is Probability sampling method in
which the researcher provide a non-zero chance to every participants for participating in a study
(Stage and Manning, 2015). Another type is non- probability sampling method in which not all
the members of the population get a chance to participate in a study (Creswell and Poth, 2017).
Therefore, in order to i nvestigate and develop a business strategy model in order to
initiate a sustained competitive advantage for a dairy processing industry in continental Europe,
the researcher chooses simple random sampling method under probability sampling method in
28

which 100 employees of Milk Dairy Industry as a respondents are chooses to completed the aim
and objectives in specific manner. Further, this also assist the researcher to provide equal chance
to share their views in order to resolve the research questions.
Data analysis
Data analysis is that process through which the researcher inspecting, cleansing and
transforming the information using tools and techniques that further support to take better
decision (Tobin, 2015). Even researcher also relies on data in order to solve the research
problem of the dissertation. Moreover, Data analysis is the unbiased form of interpretation in
which the researcher attain the aim and objectives.
It is of two types that is qualitative data analysis in which researcher uses questionnaire,
interview that further helps them to identify the common pattern with the responses and also
critically analyse those interpretation to achieve the aim and objectives (Park, 2017). Another
type is quantitative data analysis method in which the researcher critically analyse as well as
interpretation of al the figures and numbers so that they determine the rationale behind all
findings.
From the above, researcher chooses thematic data analysis under qualitative analysis
using questionnaire in order to attain the aim that is To investigate and develop a business
strategy model in order to initiate a sustained competitive advantage for a dairy processing
industry in continental Europe. Further, through this method, researcher are allow interprets the
collected data in detail manner so that it helps to accomplish the aim and objectives.
Ethical consideration
It is another important part of the dissertation and there are some principle related to
ethical consideration such as the participants should not be subject to harm and before asking any
question, researcher should make sure that they take full consent of all the participants (Prasad,
2017). Moreover, in order to attain the aim and objectives of the current research, researcher
should make sure that they maintain adequate level of confidentiality and also ensured the
protection of privacy of research participant. In addition to this, researcher should avoid bias
related to representation of entire primary data as well as do not mislead the information of 100
respondents (Smith and Osborn, 2015).
Additionally, research ethics govern the standards that aids to collect the scientific
research and this is also crucial to adhere the principle that supports to protect the dignity, rights
29

and welfare of the research participants (Gregory, 2019). In order to conduct the reliable
research, the researcher needs to carry out the specific so that authenticity of research can be
enhanced.
Limitation of the research
Limitation of the research study might influence the results and for this, the data analysis
section is limitation because the volume of data is so large and even the interpretation also takes
time which is further unavoidable for the researcher (Chakraborty and Ledwani, 2017).
On the other side, another limitation of the research is implementation o the data
collection method because the researcher did not have enough experience in primary data
collection methods. As a result, it somehow affect the results of the research as well.
Validity
Validity indicate that how the sound of a research is and it also applies to design and
methods of the research which scholar chosen in order to perform the dissertation. For the
current research, researcher chooses inductive research approach that more suits for this and also
help to attain the define aim that is " To investigate and develop a business strategy model in
order to initiate a sustained competitive advantage for a dairy processing industry in continental
Europe". On the other side, researcher also chooses descriptive research design under conclusive
research design that helps a scholar to get the accurate result and answer the research questions
as well (Chakraborty and Ledwani, 2017). Therefore, these methods helps the researcher to
determine the validity of conducting the dissertation using qualitative data analysis.
30

CHAPTER 4 DATA ANALYSIS
In context of present study, both questionnaire and interview technique has been applied for
collecting the information about the topic. Interview and questionnaire technique has been
applied in present study for gathering the primary data related to the topic. Rationale for
selecting the specific technique is that it is less cost and time consuming. Other rationale for
selecting the questionnaire technique is that it enables investigator to accumulate detailed
information about the subject which can be helpful in relation to making good decisions. In
depth interview has been organised by researcher for gathering the information about the
subject. Face to face interview has been scheduled by researcher so that the validity and
reliability of information can be measured by analysing the expression or way of answering by
respondents. In-depth interview has been scheduled along with ethnographic as well as action
research. Specific technique has been applied in the present investigation as it will assist
researcher in developing in depth understanding about the code of conducts or laws prevailing in
the nation. In addition to this, the questionnaire has been distributed to the participants using E-
mail. Telephonic interview has also been conducted for collecting the facts about the topic. It is
the technique which has been applied considering the limitation of time as well as resources.
Questionnaire technique has been used in present investigator in order to provide participants
an ease in answering the questions.
The employees working in firms operating business in EU dairy industry has been
selected as participants for the study. Employees working in EU dairy industry has been chosen
as respondents in the investigation , as investigator perceives that they are the people who can
provide the detailed as well as true facts about the topic. As Employees are working in EU
industries and they are aware about the level of competition. In addition to this, they also have
knowledge about the techniques or strategies which could be utilised for gaining competitive
advantage., therefore , workers can provide the detailed information about the subject.
The simple random sampling techniques has been used for selecting few people as participants.
Specific sampling technique has been used by investigator as it aids them in eliminating the
biases.
Investigator has designed questionnaire based on the aims and objective of investigation.
While developing the questionnaire investigator has sleeked support from the professional
researcher.
31

The outcome which is been expected to be accomplish through this investigation is
business strategy model which can be used by an organisation in EU dairy industry for gaining
competitive advantage.
1. Do you think strategic business model aids to super value above its rivals.
 Yes
 No
 May be
2. Are you agree with the statement that application of the Porter generic strategy will
assist in gaining competitive advantage ?.
 Yes
 No
 May be
3. Is hiring and training better people than competitor can beneficial to get immeasurable
competitive advancement.
 Yes
 No
 May be
4. Do you believe that firms in dairy industry by developing unique product can attract
customers and could achieve sustainable competitive advantage ?
 Yes
 No
 May be
5. what are the factor that assist to have sustainable competitive advancement.
 Economies of scale
 Efficient operations
 Low cost of product
 Brand loyalty
6. Does sustainable competitive advancement affect the profitability of enterprise.
 Yes
 No
32

 May be
7. Do you think that implement of strategic model dairy industry provides long term
competitive advancement.
 Yes
 No
 May be
8. Is sustainable competitive advancement provides superior and favourable long term position
over the competitors.
 Yes
 No
 May be
9. What are the main components of business models.
 Strategic resources
 Customer interface
 Value network
 Core strategy
10. Does effective business model aids company to making a profit.
 Yes
 No
 May be
11. Is business canvas model assists to build company value proposition.
 Yes
 No
 May be
12. What are the sources of sustainable competitive advancement.
 High skilled labour
 Geographic location
 Access to technical advancement
 Low cost power sources
13. Does business canvas model aids to maintain customer relationships.
 Yes
33

 No
 May be
14 . Do you think creation of sustainable competitive advancement leads to create better chance
for long term success to enterprise.
 Yes
 No
 May be
15. Do you think sustainable competitive advancement has affect on profitability and
productivity of enterprise?
16. Does advancement of business strategic monitors the internal situation of enterprise?
Theme 1: Strategic business model adds super value to commodities over their competitors.
Do you think strategic
business model adds to super
value to product and services
above its rivals. Frequency %
Yes 70 70.00%
No 22 22.00%
May be 8 8.00%
Total 100 100.00%
34

35
Yes No May be
0
10
20
30
40
50
60
70
80
70
22
8
Frequency

Interpretation- As per the above graphic chart it can be concluded that strategic business model
helps to initiate and develop operations. As the total number of respondents are 100 and majority
of them are in favour that they strategic business model adds super value to commodities over
their competitors. In addition to this, business model is a company plan that helps to gain profit.
The business model is defined as organisation must creates, delivers and modify their
commodities so that the sustainable advancement can be enhanced.
Furthermore, 70 participants stated that strategic business model adds super value to
product and service over its competitors. The statement has been supported by literature review
section, in which author stated that if organizations have to differentiate themselves from their
competitors, then they should create and capturing value’ because it is very much essential
delivery of which is only possible through an appropriate business model. In simple words,
business model help companies in delivering quality services and good experience to customers
that is more crucial for gaining competitive advantage. Participants selected for the study are
employees working in Organisations operating business in EU dairy industry. They are qualified
to give response as they are working within enterprise and have knowledge about the business
models of firm.
In addition to this, there are 22 participants out of 100 those who have stated that it has
no use in business activities and 8 stated that they are not sure about the fact that business
strategic model aids to gain competitive advancement. Thus, majority of the respondents stated
that strategic business model aids to enhance the performance and productivity.
Theme 2: Are you agree with the statement that application of the Porter generic strategy will
assist in gaining competitive advantage
Are you agree with the
statement that application of the
Porter generic strategy will
assist in gaining competitive
advantage Frequency %
Yes 67 67.00%
No 23 23.00%
May be 10 10.00%
Total 100 100.00%
36

Interpretation- Based on the above graph it can be concluded that Porter five generic
strategy defined as to create action plan that gains competitive advancement with use of different
bases as cost leadership, differentiation and focus. Therefore, the total number of the respondents
are 20. Under this, 67 participants stated that Porter Generic strategy aids to gain sustainable
competitive advancement, Those respondents have given such response on the basis of their
analysis of the different firms which have adopted porter generic strategy.
23 stated no and 10 said they are not sure of it. These type of advancement aids to drive
from attributes that allows an organisation to outperform its competition. To build this it is
crucial to have superior market position, skills and resources. Thus, main goal of the business is
to achieve the sustainable competitive advancement. Additionally, changes in the goal,
processes, product and environment relationship assist the enterprise to gain competitive
advancement and to reduce competitive disadvantage. The participants selected in the present
investigation are knowledgeable to talk about the issues as they are working in an enterprise
and they are aware about the business problems. In addition to this, they have awareness about
the strategies adopted by competitors.
Theme 3: Hiring and training better people leads gain competitive advancement.
37
Yes
No
May be
0 10 20 30 40 50 60 70 80
67
23
10
Frequency

Is hiring and training better
people than competitor can
beneficial to get
immeasurable competitive
advancement. Frequency %
Yes 75 75.00%
No 20 20.00%
May be 5 5.00%
Total 100 100.00%
Interpretation- As per the above stated pie chart it can be interpreted that with the help
of hiring and better training facilitates aid employees to carry out business function in systematic
mode. Hiring as well as providing training to employees can be beneficial in terms of gaining
the competitive advantage. As diverse workforce will bring the unique ideas with them that can
38
75
20
5
Yes
No
May be

be helpful for organisation in relation to facilitate innovation that is very much essential in order
to gain competitive advantage.
The total number of the participants are 100. In this, 75 stated yes that to hiring and
training to individual can be beneficial to get immeasurable sustained competitive advancement.
Those participants have given answers on the basis of their analysis.
Furthermore, companies with one sustainable competitive advancement. It is that makes
the entities goods and services superior to all of the customers. Thus, resources that execute the
strategies aids to improve the firm efficiency or effectiveness that outperforms its competitors.
Theme 4: Firms in dairy industry by developing unique product can attract customers and
could achieve sustainable competitive advantage
Do you believe that firms in
dairy industry by developing
unique product can attract
customers and could achieve
sustainable competitive
advantage ? Frequency %
Yes 65 65.00%
No 25 25.00%
May be 10 10.00%
Total 100 100.00%
39

Interpretation- As per the above graph it can be stated that innovative product and
services leads to attract the customer. This will help in order to enhance the profitability and
productivity to the enterprise. It is the the that leads to advance the competitive advantage in the
firm. Henceforth, the total number of the participants are 100. In this, 65 stated yes, 25 said no
and 10 are not sure about it. Thus, majority of the respondents stated that unique commodities
and product and services helps in attracting the customers and support organisation in gaining
competitive advantage. Those people have given such answer as they themselves has analysed
the increase in customers base of those firm in dairy industry which are offering customers with
innovative products or services. The statement is supported by literature review section where
author states that if organizations have to differentiate themselves from their competitors, the
term ‘creating and capturing value’ can be helpful which can be done only by innovating the
business procedure, products or services.
Theme 5: Economies of scale and low cost to product aids to gain sustainable competitive
advancement.
What are the factor that assist
to have sustainable
competitive advancement. Frequency %
Economies of scale 30 30.00%
Efficient operations 20 20.00%
Low cost of product 25 25.00%
Brand loyalty 25 25.00%
Total 100 100.00%
40

Interpretation- Based on the above stated diagram it can be concluded that better and
improved commodity aids to influence the firm ability to compete successfully within market.
Henceforth, business model aids to define the rational that supports to create, delivers and gain
sustained competitive advancement of product and services. Additionally, the total number of the
responded are 100. Under this, 30 stated that to economies of scale gain sustainable competitive
advancement, 20 stated that efficient operation helps to gain advantage and that also helps to
undertake business activities in smooth mode. Rationale for asking the specific question from
the respondent is to identify the factors which might support organisations in having competitive
advancement. The information gathered will assist in determining the significance of keeping
the low cost for products or services. Henceforth, it can be stated that economies of scale and
efficient operation may assists firm to keep competition out by being the low cost provider.
Theme 6: Yes, sustainability advancement affects the profitability of enterprise in huge
manner.
41
Economies of scale
Efficient operations
Low cost of product
Brand loyalty
0 5 10 15 20 25 30 35
30
20
25
25
Frequency

Does sustainable competitive
advancement affect the
profitability of enterprise. Frequency %
Yes 76 76.00%
No 14 14.00%
May be 10 10.00%
Total 100 100.00%
Interpretation- As per the above pie chart it can be concluded that sustainable
competitive advancement has huge impact over the profitability of the enterprise. Additionally,
this can be stated that the unique product and service builds the consumer loyalty which further
have effect on profitability of organisation. Therefore, the total number of the respondents are
100. Under this, 76 stated that better and improved sustainable competitive advancement leads to
have major impact on the sales and profitability of the enterprise. Those respondents have given
such response as they themselves have analysed that organisation with competitive advancement
strategy are earning high profit.
42
Yes No May be
0
10
20
30
40
50
60
70
80 76
14
10
Frequency

Henceforth, competitive advancement aids to generate greater value for the entity and
shareholders because of certain strength or conditions. Additionally, challenge for the business
strategy is to find out the way to achieve sustainable competitive advancement.
Theme 7: Execution of the strategic model offers long-term competitive advancement.
Do you think that implement
of strategic model dairy
industry provides long term
competitive advancement.
Frequency %
Yes 84 84.00%
No 10 10.00%
May be 6 6.00%
Total 100 100.00%
43
Yes
No
May be
0 10 20 30 40 50 60 70 80 90
84
10
6
Frequency

Interpretation- As per the above chart it can be interpreted that strategic business model
helps to major emphasizes over the strategic planning in starting and to develop the operation of
the enterprise. Henceforth, strategic business model defines as to achieve its goals and meet out
the expectation of the customer. This also aids to gain competitive advancement in the
marketplace. Thus, total number of the respondents are 100. Under this, 84 stated yes, 10 said no
and 6 are not sure of it.
Therefore, the majority of the participants stated that strategic business model aids to put
major focus over achieving its vision, prioritize the objectives and competing this successfully
and as per the view of Li and McMillan (2019) companies are using strategic business model to
identify the opportunities for competitive advancement. The model also helps to identify need
and demands of customer's. Hence, the strategic business model is very helpful as it assistive in
terms to analyse the needs of the customers and create efficient cost effective products.
Theme 8: Sustainable competitive advancement provides superior and favourable long term
position over competitors.
Is sustainable competitive
advancement provides
superior and favourable long
term position over the
competitors. Frequency %
Yes 83 83.00%
No 10 10.00%
May be 7 7.00%
Total 100 100.00%
44

Interpretation- As per the above graph it can be concluded that competitive
advancement is the favourable position that organisation seeks in terms to be more profitable. It
aids to create superior value above its competitors. Therefore, the total number of the
respondents are 100. Under this, 83 participants stated that sustainable competitive advancement
provides superior and favourable long term position over other firms, 10 stated no sustainable
competitive advancement does not help firm to get long term position over competitors and 7 are
not sure of it. Sustainable competitive advancement helps company to gain benefits of economies
of scale and helps to gain competitive advantage as a low cost producer.
Theme 9: Customer interface and value network are the best component to business models.
What are the main
components of business
models. Frequency %
45
83
10
7
Yes
No
May be

Strategic resources 22 22.00%
Customer interface 28 28.00%
Value network 30 30.00%
Core strategy 20 20.00%
Total 100 100.00%
Interpretation- As per the above diagram it can be interpreted that interface of the
customer and value network both are the crucial component of the business model. Henceforth,
the total number of the respondents are 100. Under this, 22 respondents stated that business
model should have components like better strategic resources, 28 said this helps to have better
and improved customer interface, 30 stated that value network is the main part of business
models and 20 respondents stated that this is effective in terms to develop the core strategy.
Because as per the view of Horner, Jayawarna and Jones (2019) customer interface supports the
firm in interacting with customer's in effective manner that helps to gain competitive advantage.
Further, value network helps the firm to offer value to customers against the money paid by
46
22
28 30
20
Strategic resources
Customer interface
Value network
Core strategy

them. Henceforth, dairy industry needs to adopt the business model that delivers, creates and
captures value for the enterprise.
Theme 10: Effective business model helps to make business profit.
Does effective business model
aids company to making a
profit. Frequency %
Yes 81 81.00%
No 10 10.00%
May be 9 9.00%
Total 100 100.00%
Interpretation- As per the above chart it can be concluded that business model is defined
as company plan for making profit. Investors that invest funds in company needs to review and
evaluate the firm plans. Additionally, successful business model aids to collect more money from
customer as compared to the cost that organization incurs for making the commodities.
Henceforth, the total number of participants are 100.
47
Yes
No
May be
0 10 20 30 40 50 60 70 80 90
81
10
9
Frequency

81 respondents said that good business model helps to improve profitability of the
company , 10 stated no and 9 are not sure of it. According to Fainshmidt, Wenger and Mallon
(2019) the use of business model helps business to provide valuable products to customer's that
helps to improve profitability of firm. So, it can be stated that effective business model helps the
company to make business profit and creates valuable products for the customers. It is simply
described as plan of action that aids to provide better and improved services to customer.
Theme 11: Business canvas model aids to build the company value proposition.
Is business canvas model
assists to build company value
proposition. Frequency %
Yes 68 68.00%
No 22 22.00%
May be 10 10.00%
Total 100 100.00%
Interpretation- On the basis of above stated graph it can be concluded that business
canvas model is a great way of mapping out the idea so that things can be conducted effectively.
It allows to understand, tested and improved the things effectively. The total number of the
respondents are 100. Out of this, 68 said that business canvas model helps to create value
48
Yes No May be
0
10
20
30
40
50
60
70
80
68
22
10
Frequency

proposition for the company, 22 said that they do not think that business canvas model aids to
enhance the value proposition to the enterprise. As per the opinion of Kroll and Lado, (2019)
business canvas assist the organization to define the value of firm, proposition of customer and
finance etc. Therefore, majority of the respondent responded in positive aspect that means the
performance of an existing organisation can be easily improved with the use of business canvas
model.
Theme 12: Low cost power sources and geographic locations are the main source of
competitive advancement.
What are the sources of
sustainable competitive
advancement. Frequency %
High skilled labour 22 22.00%
Geographic location 28 28.00%
Access to technical
advancement 24 24.00%
Low cost power sources 26 26.00%
Total 100 100.00%
49
High skilled labour
Geographic location
Access to technical advancement
Low cost power sources
0 5 10 15 20 25 30
22
28
24
26
Frequency

Interpretation- As per the above chart it can be interpreted that sustainable competitive
advancement is the backbone of the business that aids to generate long term profitability. In
order to have better competitive advancement the entity needs to look over the source of
competitive advancement. Total number of the participants are 100. Under this, 26 participants
stated that low cost power sources are the main source of competitive advancement, 24
respondents stated that access to technical advancement helps firm to gain competitive
advancement, 28 stated that geographic location is helpful in order to have sustainable
competitive advancement and 22 stated that it aids to have high skilled labour.
On the other hand, majority of the participants stated that low cost power resources and
geographic location to the enterprise acts as the main source in order to gain sustainable
competitive advancement because low cost power sources like renewable energy, low carbon
resources etc. helps to reduce cost of operations. (Power choices reduces cost, 2018) Further,
geographical location also help firm to sustain competitiveness.
Theme 13: Yes, business canvas model effective to bring improvement in customer
relationships.
Does business canvas model
aids to maintain customer
relationships. Frequency %
Yes 75 75.00%
No 15 15.00%
May be 10 10.00%
Total 100 100.00%
50

Interpretation- With the help of above chart it can be interpreted that better and
improved customer relationship with the organisation creates major impact on overall customer
experience. The main use of this model is to create and offer the value proposition, to reach
customer segments, to build and maintain effective customer relationship and to earn long term
profitability. Henceforth, the total number of the respondents are 100. Under this, 75 participant's
stated that yes business canvas model helps to maintain better relationship with clients. Other 15
respondents stated no and 10 are not sure of it. Zakrzewska-Bielawska (2019) said that business
canvas model assist business in communicating with customer's and also help to understand the
needs of clients and it is one of the critical components of the business that helps to increase
awareness, evaluation, purchases, delivery and sales for long period. However, it can be stated
that this is one of the great tool as it build and improve the focus on which business is trying to
achieve.
Theme 14: The creation of sustainable competitive advancement helps to improve chance for
long term success to firm.
51
Yes No May be
0
10
20
30
40
50
60
70
80 75
15
10
Frequency

Do you think creation of
sustainable competitive
advancement leads to create
better chance for long term
success to enterprise. Frequency %
Yes 82 82.00%
No 10 10.00%
May be 8 8.00%
Total 100 100.00%
Interpretation- From the above diagram it can be interpreted that sustainable
competitive advancement helps to create long term success to the enterprise. Thus, the total
number of the respondents are 100. Under this, 82 said that, sustainable competitive
advancement helps in success of business. Whereas, other 10 stated no and 8 are not sure of it.
However, majority of the respondents stated that the creation of the long term sustainable
advancement to the firm aids to create the long term success to the enterprise. As per the view of
Aagaard (2018) sustainable competitive advancement helps to create value and also provides
52
82
10
8
Yes
No
May be

business opportunities. Further, the innovation of sustainable business model is a new and
different view on developing sustainable competitive advancement. Therefore, it has been
concluded that creation of the competitive advancement assist to create better chance for the long
term growth of the enterprise.
Interview
Theme 1: Sustained competitive advancement has impact over profitability and
productivity of enterprise.
In this, out of 100 respondents, 60 state that yes, sustained competitive advancement
creates impact upon the industry's profitability as well as productivity. While on the other side,
20 of them state that they did not think that it creates any impact upon the firm. Beside this, 20 of
them did not know that it creates any impact upon the firm. Therefore, as per the literature
section it is observed that competitive advancement can be achieved by offering the best product
on the minimum price with greater value than the competitors. Even it is analysed that the
selected respondents are the employees of Milk Industry and majority of them are in favour that
competitive advancement has an impact upon the profitability and the productivity of an
enterprise.
Moreover, as Wright, Kroll and Lado, (2019) stated that in order to gain high competitive
advancement in the market, it has to offered low cost of delivery and use differentiation as a
strategy in which it helps to attract wide customers towards it. As a result, it directly help to raise
the profitability as well as productivity for the company. On the other side, from the interview it
is reviewed that 20 respondents did not know whether Sustained competitive advancement has
impact over profitability and productivity of enterprise. But actually it create impact upon the
firm and for that it may use cost leadership and differentiation strategy under Porter generic
strategy. In this, the Milk industry has to offered the product in low rates so that it will help the
to sustained in the competition. Therefore, the industry has to stay focused on the competition so
that it get high competitive advancement in the market.
It is cleared that most of the respondents are in favour that sustained competitive
advancement leads to affect over profitability as well as productivity that is why, it is necessary
for the firm to gain high competitive advancement. As it is cleared that for sustained competitive
advancement, company also enhance the customer base and generate revenue for the firm that
directly increases productivity as well as profitability of the firm. On the other side, company
53

may also review their own core strength which helps to analyse the generate higher competitive
advantages. Therefore, it is clear through an interview of 100 respondents that definitely a high
competitive advancement affect the profitability but it is done only when the Milk Industry
differentiate their products from others so that it directly attract the customers towards it.
Theme 2: Strategic business management aids to monitors the internal situation of the
enterprise.
On the basis of responses from interviewees, it is understood that, strategic business
management helps to monitor the internal functions of the business. Some of the respondents
said that, management of strategic business has become important in the world of business and it
also helps to perform various activities in uncertain environment. It offers a wide range of
benefits to the firm. Such as strategic business supports the firm to monitor the activities of
management that helps to forecast future requirements (Zakrzewska-Bielawska, 2019). With the
help of strategic business, companies can easily engage the employees and monitor their
performance at regular intervals. Other respondents said that, strategic business planning assist
the company to being proactive rather than only reacting to different types of situations that
arises in internal business environment.
Moreover, it has been analysed that for any company to grow and prosper it is very
important to evaluate and monitor the changes that are happening in internal environment .
Therefore, strategic business management helps the management to actively engage in the
process of identifying and monitoring the changes that are occurring in internal environment
such as human resource, physical assets etc. and making changes in the activities to take the best
advantage.
Other the basis of the response from other respondents it has been analysed that, strategic
business management also helps to identify the direction in which firm should move and
supports the management to establish realistic aim and objectives that are according to the vision
and mission of the firm. Moreover, it also guides top level management of the business to
determine the requirement of resources like human resource, physical resource, financial
resource etc. For implementing the proposed changes in the company. Other respondents are of
view that, strategic business planning plays a major role in supporting the organization to
identify trends, customer segments and it also helps to make adjustments in internal environment
for offering products or services in the market that may affect the success of company. It has
54

been analysed that, strategic business plan assist the firm to guide the marketing and sales efforts
that helps to increase market share and profitability of the company (Mkrttchian and Potapova,
2019).
Secondary analysis
It can be analysed that there are different types of strategies applied by
organizations in dairy industry for remaining competitive in the market. The strategies or
models implemented by firms in dairy industry considering the situation in the market.
However, it requires precise data and information of market to apply suitable model. By
analysing data gathered, it has been found that many of the firms in dairy industry has adopted
the low cost pricing strategy for gaining the competitive advantage. The other fact which has
been discovered during investigation is that it is the low cost pricing strategy which has enabled
firm to increase its customer base in continental Europe and gain competitive advantage. It has
also been analysed that the competitive advancement strategy can drive firms in dairy industry
towards success. Other fact which has been found by analysing the information gathered is that
through an effective business model business entities in dairy industry can deliver quality
products or services to customers. It has also been analysed from the information gathered
through research that there is the stiff as well as intense competition between the organisation
operating business in Dairy industry. The other fact which has been discovered is that the
companies in dairy industry by facilitating continuous innovation can sustain their competitive
advantage for long term. In addition to this, it has also been found that by facilitating the
innovation in the business procedures, products or services firms in dairy industry can increase
their working efficiency as well as productivity. As per the above research analyses, it can be
summarised that an effective brand image is one of the biggest competitive advantage because a
good brand reputation attracts large number of customers to any enterprise that lead to improve
and produce better product and services. The other fact which has been found by analysing the
information gathered through survey is that by integrating the business model as well as strategy
companies in Dairy industry can remain competitive. Other thing which has been analysed from
the above is that an effective planning as well as development of proper competitive
advancement strategy is very much essential for companies in dairy industry, as it will assist
them in sustaining the competitive advantage. It has also been analysed that main purpose of
55

implementing a business model and development of competitive advancement strategy is to gain
as well as sustain competitive advantage in the market.
From the secondary data collection researcher analysed that in order to stay competitive
in the business environment, Milk Industry has to adopt best business model that may be porter
generic strategy helps the industry to stay competitive in the business. In the same way, the
industry actually offered the low product price to their customers that helps them to stay
competitive in the business. On the other side, industry also promote different business ideas that
helps to enhance the business and accomplish the high competition in the market. In the literature
section it is also observed that the milk industry develop different strategies to be sustainable in
the competition era. But side by side, the industry also add some healthy ingredients into its
working place. As per the view of Danso, Adomako and Konadu, (2019) if the firm adopt
different pricing strategy to enhance the customer base then normally it also win the benefits of
high barrier of entry of its rivals.
In addition to this, many of the small milk dairy company generally uses differentiation
as a business strategy model so that they gain high competitive advancement over its rivals.
While Wright, Kroll and Lado, (2019) state that this strategy assist the firm to offer superior
quality o products to attract wide range of customers and as a result it also build the brand loyalty
as well. But large firm uses business canvas model in competitive advantage in market. Through
this, the company introduce new innovate products which helps to increase the profitability and
even it is easy to modify and mainly focus on the customer value, which is a sign to increase the
competition in the market. A the researcher also analysed that in this competitive era, milk
industry uses different business strategy model that further help to raise their overall productivity
and profitability. As per the above research analysis, it can be stated that the dairy industry needs
to take initiatives and focus on manufacturing different products as compare to their rivalries.
Thus, a dairy firm also needs to understand that they undertake the activities and different
procedures to promote their products and services to the customers. On the other side, dairy
industry also focuses on lowering prices of the products so they can easily target the niche
market.
From the above, it is also analysed that growth strategy can be defined as introducing a
product or adding new features to the existing commodities of the enterprise. Such that, this can
be done with the help of a strategic business model that creates longer and adds competitive
56

advancement within market. Therefore, set of competitive moves and actions that is used by
businesses to attract customers, compete successfully and strengthen the performance. That is
why, the milk dairy industry also uses the different business model so that they gain high
competitive advantages in the market which further help to enhance the profitability as well
productivity (Hartman, Parra and de Roo, 2019). In the same way, by implementation of
different models has provided an opportunity for businesses to enter in a new market and gain
competitive advantage. In Europe, many small dairy firms are emerging in the market and
competing with others.
57

CHAPTER 5 CONCLUSION & RECOMMENDATION
Conclusion
Hereby, it can be concluded that business strategy defines the competitive moves,
actions that firm uses to attract customers, compete successfully and to strengthen the
performance . Thus, strategy is the management plan which is being formulated considering the
strength and weakness of organisation. The other fact which has been discovered from above
analysis is that sustained competitive advancement has significant effect on the productivity as
well as profitability of companies operating business in dairy industry. It has also been
concluded from the study that creation of sustainable competitive advancement can assist firm
in increasing the chances of success. In addition to this, it has been summarised from the above
data analysis is that geographic location can be the key source of gaining the competitive
advantage for enterprisers operating business in dairy industry. The other fact which has been
discovered during investigation is that Customer interface is main element of business model. It
has also been found that sustainable competitive advancement can assist companies in achieving
leading position in dairy industry. As per the above research analyses, it can be summarised that
an effective brand image is one of the biggest competitive advantage. As through good brand
image in the market an organisation will able to attract more number of customers.
Recommendation
On the basis of above report conducted, suggestive measures on the development of
strategic model will be given in following manner as are-
The enterprise should have use of strategic plan that allows enterprise to foresee their future and
to prepare accordingly. By the use of strong strategic plan, enterprise can be proactive than
merely reacting to the situation.
 In order to have growth in EU dairy industry, the enterprise can take initiative to have
strategic plan that provides roadmap to align the enterprise function to achieve the set
goals. Therefore, it leads to have enhancement in operational efficiency by guiding
management discussion and decision making in determining the resources.
 The business enterprise should have use of Strategic business model aids to have
enhancement in the market share and profitability. Thus, an approach that is targetted
approach that assists to manage their strategic and operation plans to track performance
and to report to stakeholders.
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 EU dairy industry must have use of better business results by developing business
strategy that leads to achieve better business performance by focussing strategic
competitive advancement within enterprise.
 The enterprise should develop strategy that will give up the effective time to perform the
business to accomplish the desire business activities. Therefore, better plan of action aids
to carry out the business activities in effective mode.
 Enterprise must have use of long term plan of action that business designs to meet out the
goals. Therefore, the business needs to look-over to create and implement the strategy
that aids to accomplish the desired goals.
 The Eu dairy industry should have use of strategic management and there is needs to
have continue monitoring, planning, analyse and assessment that aids to accomplish
organisation goals and objectives.
 The firm should have use of strategic business model and this must be designed to
improve process to bring improvement in the operational function by meeting the
objectives.
 Enterprise should have use of strategic map and this act as visual tool that aids to clearly
communicate the strategic plan and also take initiatives to accomplish the high level
business goals. This aids to accomplish long term goals to the enterprise.
59

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APPENDIX
QUESTIONNAIRE
o you think strategic business model aids to super value above its rivals.
 Yes
 No
 May be
3. Are you agree with the statement that application of the Porter generic strategy will
assist in gaining competitive advantage ?.
 Yes
 No
 May be
3. Is hiring and training better people than competitor can beneficial to get immeasurable
competitive advancement.
 Yes
 No
 May be
4. Do you believe that firms in dairy industry by developing unique product can attract
customers and could achieve sustainable competitive advantage ?
 Yes
 No
 May be
5. what are the factor that assist to have sustainable competitive advancement.
 Economies of scale
 Efficient operations
 Low cost of product
 Brand loyalty
6. Does sustainable competitive advancement affect the profitability of enterprise.
 Yes
 No
 May be
7. Do you think that implement of strategic model dairy industry provides long term competitive
63

advancement.
 Yes
 No
 May be
8. Is sustainable competitive advancement provides superior and favourable long term position
over the competitors.
 Yes
 No
 May be
9. What are the main components of business models.
 Strategic resources
 Customer interface
 Value network
 Core strategy
10. Does effective business model aids company to making a profit.
 Yes
 No
 May be
11. Is business canvas model assists to build company value proposition.
64