strat mnjmn lect 01 (2015)a
TRANSCRIPT
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Chapter Learning Objectives
1. Understand the role of business strategies in moving a
company in the intended direction, growing its business,and improving its financial and market performance.
2. Develop an awareness of the four most reliable strategicapproaches for setting a company apart from rivals andwinning a sustainable competitive advantage.
3. Learn that business strategies evolve over time becauseof changing circumstances and ongoing managementefforts to improve the companys strategy.
!. Understand why a companys strategy must underpinnedby a business model that produces revenues sufficient tocover costs and earn a profit.
". #ain awareness of the three tests that distinguish awinning strategy from a so$so or flawed strategy.
%. Learn why good strategy and good strategy e&ecution arethe most trustworthy signs of good management.
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Chapter Roadmap
'hat Do 'e (ean by )*trategy+ *trategy and the -uest for ompetitive /dvantage 0dentifying a ompanys *trategy 'hy a ompanys *trategy volves ver ime / ompanys *trategy 0s 4artly 4roactive and
4artly 5eactive *trategy and thics6 4assing the est of (oral
*crutiny he 5elationship 7etween a ompanys *trategy
and 0ts 7usiness (odel 'hat (akes a *trategy a 'inner+ 'hy /re rafting and &ecuting *trategy
0mportant+
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“Strategy means makingclear-cut choices about
how to compete.”
Jack Welchormer !"#$ %eneral "lectric
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“Without a strategy the
organi&ation is like a shipwithout a ru''er.”
Joel (oss an' Michael )ami
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Thinking Strategically: The Three
Big Strategic Questions
*. Bagaimana kon'isi perusahaan saat ini+
,. )emana perusahaan akan menuu+
– Businesses/ to be in an' market positions to
stake out
– )ebutuhan pembeli yang akan 'ipenuhi
– 0rah bisnis yang akan 'ituu
1. Bagaimana untuk mencapai tuuan+ – Jawabannya a'alah
sebuah 2strategy”
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hat !o e "ean By #Strategy$%
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The &o's That !e(ine a )irm*s Strategy
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+ey ,lements o( a Success(ul Strategy
Copying competitive moves of other
successful companies rarely works!
Strategi yang sukses bergantung kepa'a langkahkompetiti3 yang4- Mampu menarik pembeli agar terpisah 'ari
pesaingnya- Mencoba untuk menciptakan posisi pasar
sen'iri
Menciptakan kecirian / keunikan 'alam rangka4- Menarik pelanggan 'an- Memiliki pro'uk unggul yang kompetiti3
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Starbucks: .isionary revolution
As Director of Marketing in 1982 Founded in 191 ! sma"" co#ee $ean
roaster and retai"er %no&"edgea$"e sta#' (rip to Mi"an ! centra" component of
e)eryday Ita"ian "ife Within three years *o&ard Schu"t+ $ought
Star$ucks from the origina""y o&ner 198 transformation from co#ee $ean
importer to ca#eine infused cong"omerate ,et&een 198 and 2--. Star$ucksopened on a)erage t&o ne& stores e)eryday'
/"anned to open a net of 9-- ne& stores
outside of the 0nited States in 2--9
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Starbucks/ Strategy: The +ey ,lements
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Strategy and
Competitive 0dvantage
5uuan utama 'ari strategi a'alah untukmembuat perusahaan 'apat4 meningkatkan kinera keuangannya memperkuat posisi kompetiti3 pa'a pasar$ 'an
mencapai competitive advantage atas pesaing Strategi yang tepat akan menghasilkan
perusahaan yang memiliki competitiveadvantage, yang pa'a akhirnya akan
menghasilkan keuntungan 'iatas rata-rata(above average returns)
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0 1o'er(ul Strategy Leads to
Sustainable Competitive 0dvantage
6erusahaan mencapai sustainablecompetitive advantage bila4 konsumen lebih memilih pro'uk perusahaan
tsb 'iban'ingkan pro'uk 'ari pesaingnya )eunggulan tsb berlangsung pa'a kurun
waktu yang panang
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Strategic 0pproaches to Building Sustainable
Competitive 0dvantage• Be the industry/s low-cost provider
– 0chieve a cost2based competitive advantage
• 3ncorporate differentiating features – Superior product4service keyed to higher 5uality6
better per(ormance6 'ider selection6 value2added
services6 or some other attribute• )ocus on a narrow market niche
– in a competitive edge by doing a
better job than rivals o( serving the
needs and pre(erences o( buyers in the niche• !evelop expertise and resource strengths
not easily imitated or matched by rivals – 0chieve a capabilities2based competitive advantage
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Competitive 0dvantage ,7amples
• Strive to be industry/s lo'2cost provider – al-art
– "outhwest #irlines
• Outcompete rivals on a key di((erentiating (eature
– $ohnson % $ohnson 8 Reliability in baby products – &arley-'avidson 8 +ing2o(2the2road styling
– olex 8 Top2o(2the2line prestige
– 8 ,ngineering design and per(ormance
– #ma*on+com 8 ide selection and convenience
http://www.amazon.com/http://www.amazon.com/
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Competitive 0dvantage ,7amples 9con/t
• )ocus on a narro' market niche
– eay 8 Online auctions – est uy 8 &ome electronics
– c#fee 8 .irus protection
– "tarbucks 8 1remium co((ees and co((ee drinks
–he eather Channel 8 3n(o about the 'eather
• !evelop e7pertise6 resource strengths6 and
capabilities not easily imitated by rivals
– alt 'isney 8 Theme park management and (amily
entertainment
– 'ell Computer 8 Build2to2order manu(acturing capabilities
– it*-Carlton 8 1ersonali;ed customer service
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igure *.*4 7'enti3ying a !ompany8s Strategy
*-*9
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hy !o Strategies ,volve$
• 0 company/s strategy is a work in progress
• Changes may be necessary to react to
– )inancial crisis
– )resh moves o( competitors
– ,volving customer pre(erences
– Technological breakthroughs
– ,merging market opportunities
– Changing political or economic climate
–
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hat 3s a Business "odel$
• Business model adalah: &ow do we make money in
this business. – 0pakah strategi perusahaan mampu memberikan hasil yang
memuaskan kepada pelanggan 9bottom-line results $
• 0pakah revenue-cost-profit economics
dari strategi memiliki =good business sense/$ – Berdasarkan revenue streams dari
bisnis yang dijalankan
– Berdasarkan cost structure dan profit
margins yang diperkirakan akan diperoleh
– 0pakah tingkat pendapatan dan RO3 meng2indikasikan
adanya laba yang 'ajar$
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Relationship Bet'eenStrategy and Business "odel
"trategy + + + !eals 'ith a company/s
competitive initiatives and
business approaches
usiness odel + + + Concerns 'hether revenues
and costs (lo'ing (rom the
strategy demonstrate a
business can be pro(itableand viable
*-,*
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(evenue
Stream
Business "odel
)ey 6artners!ost Structures
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Starbucks: .isionary revolution
,orn in 19. "i)e in 3anarsie ,rook"yn (he father &as a high schoo" dropped4out.
$"ue co""ar 5o$ Foot$a"" scho"arship to 6orthern Michigan
0ni)ersity
In 2--7 &as rank 9 in the ichest/eop"e in America 1988 pro)iding hea"th insurance for part4
time emp"oyee : 2- hours a &eek; *appy emp"oyee means happy customers
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Starbucks: Business "odel
)ey 6artners
(evenue
Stream!ostStructures
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Thank >ou