Developing a Business Strategy Model for Sustained Competitive Advantage

This research focuses on developing a business strategy model for sustained competitive advantage in the dairy processing industry in continental Europe. It explores the background of the study, problem statement, research questions, and the significance of the research. The aim is to investigate and develop a business strategy model that can initiate sustained competitive advantage for the dairy industry.

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
ABSTRACT.........................................................................................................................................2
CHAPTER 1: INTRODUCTION............................................................................................................4
1.1 Background of the study........................................................................................................4
1.2 Problem statement................................................................................................................5
1.3 Research questions ...............................................................................................................6
1.4 Significance.............................................................................................................................6
1.5 Rational of research...............................................................................................................7
1.6 Research scope.......................................................................................................................7
1.7 Project structure....................................................................................................................7
CHAPTER 2 LITERATURE REVIEW.....................................................................................................9
CHAPTER 3 RESEARCH METHODOLOGIES.....................................................................................25
CHAPTER 4 DATA ANALYSIS ..........................................................................................................31
CHAPTER 5 CONCLUSION & RECOMMENDATION ........................................................................47
REFERENCES...................................................................................................................................50
APPENDIX.......................................................................................................................................52

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.
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
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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
 To determine the ways of business literature model that add advantages to the common
topic of advantageous competitiveness?
 To access the traditional standpoints about competitive advantage be merged with inputs
from the business literature model to turn it into a business model proposition.
 To examine that how business model proposition helps in the approval or rejection of
the hypothesis that predicts the sustained competitive advantage.
1.2 Problem statement
Dairy agribusiness has varied geomteric benefits that ranging from creation of jobs,
generation of income food security and earnings from foreign exchange all are the sources of
protien to human diet. This also increases the dairy farmers, traders and entire participants that
make the process of milk chain distribution effective. Additionally, dairy industry impacting the
environment and animal health at the huge context (Lobel, Engels and Granic, 2019). Therefore,
this dairy industry will purely focus over approach towards sustainability and resilience by
adapting quality measures.
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Therefore, environmental conditions for dairy business is being favourable within the UK and
this also enhance the demand for milk projected to grow due to enhanced population and
absence of substitute for milk. There has been continued decline within the performance in
dairy industry that indicated by continued reduction of milk production and of land for
designated for dairy farming.
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?
 What ways of business literature model that add advantages to the common topic of
advantageous competitiveness?
1.4 Significance
The present research topic is based on to develop a business strategy model to initiate
a sustained competitive advancement. With help of effective use of business model the
changes can be implemented and things can be carried out systematically. It outlines specific
processes, functions and activities to produce goods and services. Execution of strategic
business model assist firm to develop unique position within market. Henceforth, this research
report will aid to develop way of doing business that entity needs to choose for undertaking
process as creation and providing consistent value to customer (Parida, Burström and Wincent,
2019). In addition to this, strategic business model will define that how an enterprise can
creates, delivers and capture value.
Furthermore, strategic business model and process of innovation plays crucial role in
brininging systematic operational activities (Gans, Stern and Wu, 2019). 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. 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.
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1.5 Rational of research
Poverty reduction and food security is one of major millennium development goal of
legal authorities. 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 uses 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. Also, this investigation will add towards to current assortments of information as
the discoveries will profit differ acamedicians in undertaking further research on the variables
that is affecting the development of dairy cultivating ventures.
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
The main purpose of research is to assess the factors that is influencing the performance
of dairy indusrty of the farming projects. 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-
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
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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 (Rossiter and Smith 2018). 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.
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. On the contradictory McDonald-Junor, Rossiter and Smith (2018) they are
disagreed with this statement that company plan is to be initiated, if this is 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 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
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within the market this is crucial to constitute a strategic plan, model and design that aids to
improve the whole process. 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 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
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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 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.
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 Business strategic model they can undertake
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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. According to 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. . 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.
In addition to this, 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,
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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.
 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.
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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.
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.
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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.
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
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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-
Business model is termed out as to be components that plays significant role towardsw
to gain competitive advancment within the enterprise. This is defined as one page document that
worls through fundamental elemebnts of bsuiness and this also aids towads structuring an idea
within coherent way. As per the view of Parra and de Roo, (2019) stated that business model
canvas is called out as to be great tool that improve the focus and clarity of what firm is trying
to accomplish. This also look towards to eliminate all the fluff from the traditional business
plan. Thus, the main aim to focus towards business canvas model is to bring out the sustainable
advancment and to carry out operation performance of firm in effective manner. The main aim
of this model is tp undertake the gap analysis, need assessment and strategic planning gap. It is
one of the effective tool that mainly used within the enterprise to bridge the gap between the
actual and planned process. If there is any deviation between them then controlling actions must
be taken to carry out the business activities in more effective and efficient manner.
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.
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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
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. The Business canvas model is termed out as to be kind of
alignment model is mainly focus on looking internally to develop business strategy effectively
and efficiently. It is the model that designed to sync the internal operation of the enterprise with
strategic objectives. The enterprise can use this model to cope up with the challenges within the
enterprise. By brainstorming the ideas and to analyse the operations and resources the entity can
able to gain competitive advancement. In addition to this, alignment strategic model can be
particularly be useful at time when entity refine its objectives and also assist to address the
challenges and inefficient that is blocking the process of business enterprise.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.
 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.
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 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.
 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: Examine that how business model proposition helps in the approval or rejection
of the hypothesis that predicts the sustained competitive advantage.
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
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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. In contrary to Kroll and Lado, (2019) stated that business model is
defined as framework that how a firm creates value. This is term distills the potential of an
enterprise down to its essense and this also provides a frameworks to get the success and to get
overcome from challenges. As per the view of Bustinza, Gomes and Baines, (2019) stated that
building a business model also encourages the leaders to think out of the box. This means that
this is crucial approach that gaining insight within what matter to customer's and how the best
things can deliver to customers. The term business model is so closely related to innovation and
this is also connected with the wide range of business design oppotunities. In addition to this,
business model is crucial component as this gives the clear picture to the vision of the company.
Business model of the enterprise typically involves the information about the value for
customers, taget customers, organisation strength and challenges and varied essential elements
of the products.
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
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
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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
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
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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).
Porter's five forces-
Porter 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. It is analysis
tool that mainly uses to determine the intensify competition within the industry. 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: It is the force that can aids to examine that how intense
competition within the marketplace. Therefore, rivalry competition is quite high when there are
just few buisness that is selling product and services. This forces helps to described the number
of competition within the particular industry. In this forces, it describes that there are many
substitute products which affects 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
21

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: There are number of forces that aids to analyse
that how much power a business supplier has and how much control this has over the potential
rise in it prices. This also access the number of suppliers of the raw materials and other
resources that are available. Businesses can remain within the better position when there are
number of suppliers. 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: The prolonged long dry spell resulted in the lack for animal feeds water
and this affects the production in much of United kingdom milk producing corridos. This kind
of conditions cause the increases in price of milk by sall within the market and this also
strengthen the bargaining power of customer's. It is defined as force that analyse how much
power a business has and how mich control over the potential to enhance its price and this also
lowers the business profitability. In addition to this, strong bargaining power allows supplier to
sell the high priced commodities or low quality raw materials to buyers. 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 face the huge competition because many
22

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 : It is the business model that assist the businesses to boost the profits but
they continually monitores the changes within the business and adjust the business strategies
accrodingly. If the condumer have to drive prices lowers than the level of power is ine of the
five forces. Another 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: Dairy farm has no substitute and when the close substitute
are available than the firn needs to change their business startegy to better use the resources that
generate the higher earning for investors. 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. The demand of the dairy industry is
quite high and 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 company offering substitute
products results in lower profits and attainment of high competitive advatage for the company.
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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
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. Thus, main purpose of researcher is to find out the truth
that is hidden and not discovered yet.
Research type
This is defined as the careful consideration of the study that relates with the particular
concern or problem uses in scientific methods. It is the section that distinguish the examination
plan of investigation. It additionally features out the sampling technique and strategies for
imformation accumulation. However, this is defined as systematic and scientific procedure of
collection, analysis, interpretation and implication. Research is defined as the systematic search
to conduct the logical and useful information about the topic. It helps to undertake the creative
and systematic work that aids to enhance the knowledge about the particualr topic. Woth the use
effective type of research the cqareful and detailed study about the chsoen study can be
undertaken.
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.
This research study has adopted the qualitiative research study design. It is the
qualitiatuve research that put major consideration on obtaining the data through open ended and
conversational communication. Therefore, the research is inclusive of enquiring differ kinds of
fact findings.
Research philosophy
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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. Research philosophy mainly deals with the source, nature and development of
knowledge. In the simple terms, research philosophy can be termed out as the belief with the
help of data about the particualr study can be gathered, used and analysed. Idea of the
knowledge and creation to the study is profound things that helps to accomplish the set goals
of the project. The significant assumption that carry in present research defines about the
researcher views in terms to chosen topic. Research philosopht termed out as the summary of
research experience and interest of research that is inclusive of the past, present and future
endeavours. 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. Henceforth, the researcher has used the interpretivism techniques that aids to prefer
the humanistic qualitative techniques. As this is the primary data in which study can undertake
with use of high validity.
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,
26

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.
In order to undertake the present research on to develop a business strategy model to
initiate a sustained competitive advantage for a dairy processing industry, the researcher
has used inductive approach as this starts with the observation and theories that are mainly
proposed towards to end of research processes as a result of observation. Thus, use of
inductive research as to generalise the specific observation of research topic to the broad
generalisation. In this, researcher has used the inductive approach in which the learner are
more engaged in the teaching of learning process. Threfore, this is defined as approach that
aids to researcher to starts the research as to undertake the observation and theories that are
propsed towards to get the end research. This is the approach that aids to make the true
conclusion.
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
27

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. Henceforth, this study has
adopted the descriptive research design as this involves of enquiring the different kind of
findings. Thus, this also draws conclusion about the targted population by describing the data.
The researcher can undertake this technique as this is scientific method that is incklusive of the
ovserving and describing the behaviour of the individual about the topic of the research.
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 remove potential bias
as well as human error from it which assist the researcher to get answer related to research
question.
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 conduct the dissertation in precise manner. Thus,
researcher has used qualiatuive data that is more reliable than quantiative data and this also
relies on the good data. This is research that collects trhe information that is helpful to define
the topic more than to measure it. This is one of the crucial method that aids to put their major
consideration over to understanduing the phenomenon rather than to undertake predicting and
explaining.
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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 which 100 employees of Milk Dairy Industry as a respondent 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.
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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
Ethical consideration can be termed out as one of the most crucial aspect of research.
This should not be subject to harm and before disclosing any infomation relate to research,
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. It is crucial to obtain the full consen from participant prior to the
study.
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
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
30

the researcher to determine the validity of conducting the dissertation using qualitative data
analysis.
31

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.
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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. Is hiring and training better people than competitor can beneficial to get immeasurable
competitive advancement.
 Yes
 No
 May be
3. 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
4. what are the factor that assist to have sustainable competitive advancement.
 Economies of scale
 Efficient operations
 Low cost of product
 Brand loyalty
5. Does sustainable competitive advancement affect the profitability of enterprise.
 Yes
 No
 May be
6. Do you think that implement of strategic model dairy industry provides long term
competitive advancement.
 Yes
 No
 May be
7. Is sustainable competitive advancement provides superior and favourable long term position
over the competitors.
33

 Yes
 No
 May be
8. What are the main components of business models.
 Strategic resources
 Customer interface
 Value network
 Core strategy
9. Does effective business model aids company to making a profit.
 Yes
 No
 May be
10. Is business canvas model assists to build company value proposition.
 Yes
 No
 May be
11. What are the sources of sustainable competitive advancement.
 High skilled labour
 Geographic location
 Access to technical advancement
 Low cost power sources
12. Does business canvas model aids to maintain customer relationships.
 Yes
 No
 May be
13. Do you think creation of sustainable competitive advancement leads to create better chance
for long term success to enterprise.
 Yes
 No
 May be
14. Do you think sustainable competitive advancement has affect on profitability and
productivity of enterprise?
15. Does advancement of business strategic monitors the internal situation of enterprise?
Theme 1: Strategic business model adds super value to commodities over their competitors.
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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%
35

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: Hiring and training better people leads gain competitive advancement.
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%
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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 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 3: 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%
37

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 4: 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%
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
38

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 5: Yes, sustainability advancement affects the profitability of enterprise in huge
manner.
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.
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 6: Execution of the strategic model offers long-term competitive advancement.
39

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%
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 7: Sustainable competitive advancement provides superior and favourable long term
position over competitors.
40

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%
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 8: Customer interface and value network are the best component to business models.
What are the main components
of business models. Frequency %
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
41

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
them. Henceforth, dairy industry needs to adopt the business model that delivers, creates and
captures value for the enterprise.
Theme 9: 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.
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 10: 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%
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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
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 11: 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%
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
43

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 12: 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%
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 13: The creation of sustainable competitive advancement helps to improve chance for
long term success to firm.
44

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 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
45

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 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.
46

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 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
47

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 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
48

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 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.
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
49

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.
 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.
50

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APPENDIX
QUESTIONNAIRE
1. Do you think strategic business model aids to super value above its rivals.
 Yes
 No
 May be
2. Is hiring and training better people than competitor can beneficial to get immeasurable competitive
advancement.
 Yes
 No
 May be
3. Do you believe unique product and service aids to build customer loyalty and leads to have sustainable
competitive advancement.
 Yes
 No
 May be
4. what are the factor that assist to have sustainable competitive advancement.
 Economies of scale
 Efficient operations
 Low cost of product
 Brand loyalty
5. Does sustainable competitive advancement affect the profitability of enterprise.
 Yes
 No
 May be
6. Do you think that implement of strategic model dairy industry provides long term competitive
advancement.
 Yes
 No
 May be
7. Is sustainable competitive advancement provides superior and favourable long term position over the
competitors.
14. Yes
15. No
16. May be
8. What are the main components of business models.
 Strategic resources
 Customer interface
 Value network
 Core strategy
9. Does effective business model aids company to making a profit.
 Yes
 No
 May be
10. Is business canvas model assists to build company value proposition.
 Yes
 No
 May be
11. What are the sources of sustainable competitive advancement.
 High skilled labour
 Geographic location
 Access to technical advancement
 Low cost power sources
12. Does business canvas model aids to maintain customer relationships.
 Yes
 No
 May be
 Do you think creation of sustainable competitive advancement leads to create better chance for long
term success to enterprise.
53

 Yes
 No
 May be
13. Do you think sustainable competitive advancement has affect on profitability and productivity of
enterprise?
14. Does advancement of business strategic monitors the internal situation of enterprise?
54