Cost Leadership Competitive Strategy of Beverage Firms: Applying Public Policy

In addition to complying with the current enterprise law (National Assembly, 2020) ^[11], beverage businesses must also comply with a number of regulations and laws, such as the Law on Prevention of Harmful Effects of Alcohol (National Assembly, 2019) ^[12], the Law on Advertising 2018 (National Assembly, 2018) ^[13], Decree No. 17/2020/ND-CP dated February 5, 2020 (Government, 2020) ^[1], Decree No. 105/2017/ND-CP dated September 14, 2017 (Government, 2017) ^[2], Decree No. 117/2020/ND-CP (Government, 2020a) ^[3], etc. Evaluation of the cost leadership competitive strategy of beverage firms in Vietnam was conducted based on theoretical background, results of research studies in the world and domestic, and opinions of the experts. Both qualitative and quantitative methodologies were employed. Questionnaires were designed on a 5-point Likert scale. By using statistical analytical tools, i.e., descriptive statistics, Cronbach’s alpha analysis, and EFA, the study has identified and measured six (6) attributes of the cost leadership competitive strategy of beverage firms in Vietnam that have great effects on beverage firms and customers. Based on the findings, some recommendations are given for beverage firms to improve business performance.