Free WiFi as strategic competitive advantage for fast-food outlet

• Main Authors: Yusop, Nor Iadah, Lee, Kok Tiong, Mat Aji, Zahurin, Kasiran, Mohd Khairudin
• Format: Conference or Workshop Item
• Language: English
• Published: 2010
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/11170/1/PG327_331.pdf; http://repo.uum.edu.my/11170/; http://www.kmice.uum.edu.my

Food outlet has its own strategy to secure their return on investment and profitability. Porter’s five competitive forces model layout five forces which can affect any industry, including food industry to remain competitive. The five forces are bargaining power of supplier, bargaining power of customer, threat of new entrants, threat of substitutes and competition among rivalries.Using the model, an assessment is done to identify if such strategy is benefiting the food outlet in terms of strategic competitive advantage. Result has shown that by offering free WiFi to meet the customers’ needs, can help the food outlet to stay competitive.With proper analysis of the overall business environment, free WiFi can be used as strategic competitive advantage for any food outlets.