pertemuan 2. corporate, business and marketing strategy

8/2/2019 Pertemuan 2. Corporate, Business and Marketing Strategy

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Arif Sugiono-Adm. Bisnis FISIP Unila


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Arif Sugiono-Adm Bisnis Unila2

CorporateStrategy

Business andMarketingStrategy

StrategicDirection

ResourcesConstraint

MarketKnowledge

OpportunitiesThreat


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The direction an organization takes with theobjective of achieving business success in the

long term. Recent approaches have focused on theneed for companies to adapt to and anticipate

changes in the business environment, i.e. a flexiblestrategy. The development of a corporate strategyinvolves establishing the purpose and scope of the

organization's activities and the nature of thebusiness it is in, taking the environment in which itoperates, its position in the marketplace, and the

competition it faces into consideration; most timesanalyzed through a SWOT analysis.


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Unique Competitive Position for the CompanyActivities Tailored to StrategyClear trade offs and choice vis-a-vis competitors

Competitive advantage arising from fit acrossactivities

Sustainability Coming from the activity system,not the parts.

Operational effectiveness as a given


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Strategy Component Key Issues

Scope, Mission and intent What Business should the firm bein..?Customer needs? Marketsegment? Technologies?

Objective Performance? Target Level? Timeframe?

Development Strategies Growth Over time, Expanding thefirms current business, diversity

business

Resource Allocation Limited financial resources, alternative

strategiesSources of Synergy Competence, knowledge, and

customer based intangibles ;operational resource, facilities, orfunction firms business


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Deciding Corporate VisionObjectiveCapabilitiesBusiness CompositionStructure, System and ProcessCorporate Competitive Advantage


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Business and Marketing StrategyRelationship?

Developing the Strategic Plan for EachBusiness :

1. Diagnose business unit strengths andlimitations and

2. Select Strategies for maintaining orimproving performance


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Marketing Strategy Consist of the analysis,strategy development, and implementationactivities in :

Developing a vision about the market(s) ofinterest to the organization, selecting markettarget strategies, setting objectives anddeveloping, implementing, and managing themarketing program positioning strategies

designed to meet the value requirements ofthe customers in each market target


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StrategicSituationAnalysis

DesigningMarket

Strategy

Marketing

ProgramDevelopment

Implementingand Managing

MarketingStrategy


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Market Vision,Structure and Analysis

Segmenting MarketContinuous Learning

about Market


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Market Targetingand StrategicPosition

Market RelationshipStrategies

Planning for New

Product


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MarketTarget

Product

Strategy

Distribution

Strategy

Price

Strategy

PromotionStrategy

PositioningStrategy


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Strategic BrandManagement

Value Chain, Priceand PromotionStrategies


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Design EffectiveMarket-DrivenStrategy

StrategyImplementation &Control


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Planning Relationship & FrequencyPlanning Considerations Responsibility for

Preparing Plans, Planning Unit

Preparing the Marketing Plan SituationSummary, Describe The Market Target,Objective for the Market Targets, MarketingProgram Positioning Strategy


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pertemuan 2. corporate, business and marketing strategy

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