APPLYING QUANTITATIVE STRATEGIC PLANNING MATRIX TO FORMULATE BUSINESS STRATEGY FOR SEW CATERING MANAGEMENT COMPANY LIMITED

Abstract

This research aims to: 1) study marketing strategies and operational performance, and 2) examine the relationship between marketing strategies and operational results of SEW Catering Management Co., Ltd. Data was collected from 387 employees and customers through questionnaires, and through focus group discussions with 10 employees including executives and staff at various levels. The data was analyzed using SWOT analysis, IFE & EFE matrix, and QSPM matrix. Descriptive statistics were used to present the research findings.

The research found that the "product differentiation" strategy is a crucial development strategy for creating market differentiation. Implementation requires organizational restructuring, improvement of internal management systems, maintaining the stability of advantageous products while seriously developing new products, creating new brand promotions, utilizing capability selection and training mechanisms, elevating customer service to be among the company's core competitive capabilities, strengthening new marketing initiatives, and promoting organizational culture development.