Business Strategy Model: Competitive Advantage for Dairy Industry

This report focuses on developing a business strategy model to establish a sustained competitive advantage for the dairy processing industry in continental Europe. It begins with an introduction, outlining the background, problem statement, research questions, significance, and scope. The report then delves into a comprehensive literature review, followed by a detailed discussion of the research methodologies employed. The core of the report presents a data analysis, leading to conclusions and recommendations for the dairy industry. The aim is to identify ways to implement a strategic model that enhances operational efficiency and fosters a competitive edge. The research explores the significance of strategic planning, innovation, and sustainable practices within the dynamic business environment, highlighting the importance of adapting to changing market conditions and ensuring long-term success. The report also addresses the importance of business strategy for the UK dairy industry for economic and environmental reasons, including the need for qualified personnel.

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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