This research paper has the main objective to study a generic strategy proposed by Porter. In addition, outlining the advantages and disadvantages of each of these strategies for the company. The analysis for the application of the strategy was carried out in the food industry sector, namely Shake Shack, Inc. The study was conducted based on secondary data obtained from articles, journals, research reports and company websites. Based on the results of the study, it was found that the Shake Shack implementation differentiation strategy rather than cost leadership and focus strategy. However, with the covid-19 pandemic this strategy will affect the sales results of the Shake Shack in 2020. Therefore, an increase in the cost leadership strategy needs to be considered as a shake shack strategy in the future.
Keywords:
Generic strategy, Competitive strategy, Shake Shack, Covid-19.