STRATEGIC POSITIONING AND COMPETITIVE ADVANTAGE IN SPECIALTY DESSERT INDUSTRY: A COMPARATIVE ANALYSIS OF MISS MACAROON AND ITS COMPETITORS
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Date
2024
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Publisher
Queem Mary University
Abstract
This paper focused on investigating the strategic positioning and competitive advantage of Miss Macaroon, which is among the leading businesses in the specialty dessert industry
Description
The paper includes a comparative analysis with the primary competitors, that is, Ladurée, Betty’s, Café Concerto, and Pierre Hermé. A detailed review of the literature allowed the identification of several gaps and research opportunities that guided the efforts to realise the research objectives.
Keywords
Miss Macaroon-, Strategic positioning, Competitive advantage