Differentiation Competitive Strategy in Beverage Firms: Applying Public Policy

Law on preventing the harmful effects of alcohol and beer No. 44/2019/QH14 (National Assembly, 20019) [6] was promulgated by the National Assembly on June 14, 2019 and officially takes effect on January 1, 2020. It is one of the laws and regulations that have a strong impact on beverage firms and a large number of people. A differentiation strategy, or point of difference, is a strategy for a business's products and services, the purpose of which is to create differentiating factors, thereby increasing competitiveness with competitors in the same field while creating an impression. symbolize customers, making them remember your brand more. This study was conducted with the aim of assessing the differentiation competitive strategy in beverage firms in Vietnam through survey results. The survey subjects are employees of beverage firms in Vietnam. We use both qualitative and quantitative research methods. Quantitative research methods were carried out with SPSS software, including descriptive statistics, cronbach' alpha coefficient analysis and EFA analysis. The study has identified and measured seven (7) attributes of the differentiation competitive strategy of beverage firms in Vietnam that have great effects on beverage firms and customers. Based on this result, the study proposes some recommendations for beverage firms and employees.