APPLICATION OF COST LEADERSHIP AND DIFFERENTIATION STARTEGY TO REACH A COMPETITIVE BENEFIT (A CASE STUDY OF “FISH STREAT” CULINARY BUSINESS)

Abstract

The purpose of this study was to measure the implementation strategy of cost leadership and differrentiation to competitive advantage in the culinary business, especially fish streat resto fairly rapid developmentDesign / method used is to wear a multiple linear regression statistical analysis by the independent variable (X) products Fish n'Chip as Cost leadership (X1) and product Fish n'Pasta as Differrentiation (X2). While the dependent variable (Y) is a competitive advantageThe findings of this study is simultaneously cost leadership and differentiation positive and significant impact on the competitive Keungggulan, while individually the effect is greater than the cost leadership differentiation to competitive advantageThis research is expected to be a reference begi further studies with similar problems in the future Keywords: culinary business, marketing strategies, fish streat