Determining strategies for competitive advantage Case Study of Living Room Salon

Abstract

The objectives of the study is analysis for beauty business’s environment and the current competitive situation of Living Room Salon. The study and analysis are creating opportunities, competitive advantages and improve Living Room Salon’s competitive position. Study analysis consist of 2 parts: First, Primary data studying by questionnaires collecting data from random sampling 205 people. And the second, primary studying from Living Room Salon shop owner’s in-depth interviewing. The study results show using a differentiation strategy increases more advantage in competition than the other, resolve business income steady losing by gain market’s share and profit for business. Moreover, the strategy upgrades business standards in corporate image, efficiency in customer service and attach greatest importance to costumer.