Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era

Problem statement: The growth of food outlets in Malaysia brings about the stiff competition among the players in food industry.To remain competitive, each outlet needs to adopt its own strategy in order to secure their return on investment and profitability. In knowledge era, technology has become...

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Main Authors: Yusop, Nor Iadah, Lee, Kok Tiong, Mat Aji, Zahurin, Kasiran, Mohd Khairudin
Format: Article
Language:English
Published: Science Publications 2011
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Online Access:http://repo.uum.edu.my/5147/1/aj.pdf
http://repo.uum.edu.my/5147/
http://dx.doi.org/10.3844/ajebasp.2011.352.357
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Institution: Universiti Utara Malaysia
Language: English
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spelling my.uum.repo.51472020-11-04T02:22:05Z http://repo.uum.edu.my/5147/ Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era Yusop, Nor Iadah Lee, Kok Tiong Mat Aji, Zahurin Kasiran, Mohd Khairudin HB Economic Theory T Technology (General) Problem statement: The growth of food outlets in Malaysia brings about the stiff competition among the players in food industry.To remain competitive, each outlet needs to adopt its own strategy in order to secure their return on investment and profitability. In knowledge era, technology has become an added value in achieving competitive advantage.The aim of this research is to assess whether providing free WiFi can be a strategy to remain competitive.Porter’s 5forces competitive model is adopted as the basis for the assessment. Approach: Two phases of data collection using qualitative methodology were planned and rolled out. The first phase involved surveying and observing three regions within a selected state, while the second phase involved interviewing the identified food outlet’s manager. A set of interview questions was formulated based on the 5 areas of porter’s model which includes bargaining power of suppliers, bargaining power of customers, threat of substitutions, threat of new entrants and existing rivalries. In addition to the existing five forces, information regarding government policy and initiatives was also collected. Results: Result has shown that by that offering free WiFi to meet the customers’ needs, it can help to generate revenue increase of as high as 50% thus ensuring the food outlet to stay competitive. Conclusion: This is more visible when dealing with case of food outlets at same area are targeting the same group of customers as what had been observed in this research. This research provides a good reference to other food outlets that yet to adopt any strategy in order to stay competitive. Science Publications 2011 Article PeerReviewed application/pdf en http://repo.uum.edu.my/5147/1/aj.pdf Yusop, Nor Iadah and Lee, Kok Tiong and Mat Aji, Zahurin and Kasiran, Mohd Khairudin (2011) Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era. American Journal of Economics and Business Administration, 3 (2). pp. 352-357. ISSN 1945-5488 http://dx.doi.org/10.3844/ajebasp.2011.352.357 doi:10.3844/ajebasp.2011.352.357
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic HB Economic Theory
T Technology (General)
spellingShingle HB Economic Theory
T Technology (General)
Yusop, Nor Iadah
Lee, Kok Tiong
Mat Aji, Zahurin
Kasiran, Mohd Khairudin
Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era
description Problem statement: The growth of food outlets in Malaysia brings about the stiff competition among the players in food industry.To remain competitive, each outlet needs to adopt its own strategy in order to secure their return on investment and profitability. In knowledge era, technology has become an added value in achieving competitive advantage.The aim of this research is to assess whether providing free WiFi can be a strategy to remain competitive.Porter’s 5forces competitive model is adopted as the basis for the assessment. Approach: Two phases of data collection using qualitative methodology were planned and rolled out. The first phase involved surveying and observing three regions within a selected state, while the second phase involved interviewing the identified food outlet’s manager. A set of interview questions was formulated based on the 5 areas of porter’s model which includes bargaining power of suppliers, bargaining power of customers, threat of substitutions, threat of new entrants and existing rivalries. In addition to the existing five forces, information regarding government policy and initiatives was also collected. Results: Result has shown that by that offering free WiFi to meet the customers’ needs, it can help to generate revenue increase of as high as 50% thus ensuring the food outlet to stay competitive. Conclusion: This is more visible when dealing with case of food outlets at same area are targeting the same group of customers as what had been observed in this research. This research provides a good reference to other food outlets that yet to adopt any strategy in order to stay competitive.
format Article
author Yusop, Nor Iadah
Lee, Kok Tiong
Mat Aji, Zahurin
Kasiran, Mohd Khairudin
author_facet Yusop, Nor Iadah
Lee, Kok Tiong
Mat Aji, Zahurin
Kasiran, Mohd Khairudin
author_sort Yusop, Nor Iadah
title Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era
title_short Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era
title_full Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era
title_fullStr Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era
title_full_unstemmed Free WiFi as strategic competitive advantage for fast-food outlet in the knowledge era
title_sort free wifi as strategic competitive advantage for fast-food outlet in the knowledge era
publisher Science Publications
publishDate 2011
url http://repo.uum.edu.my/5147/1/aj.pdf
http://repo.uum.edu.my/5147/
http://dx.doi.org/10.3844/ajebasp.2011.352.357
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