the art and science of formulating, implementing, and evaluating cross-functional decisions that enable an organization to achieve its objectives
Marketer’s Jobs in Business Strategy (Grant, 2002)
Analyze both the micro and macro environments using appropriate tools and techniques
Continually refine this analysis in relation to changing environmental conditions
Continually analyze competitive actions and be able to either pre-empt or react to such actions
Link marketing to the overall ambitions of the organization (the corporate strategy) but with a need for flexibility
Marshal the group resources and core competences to compete within the marketplace
Marshal the components of the marketing mix to both compete within the marketplace and achieve the overall objectives of the organization
Corporate strategy Business strategy Functional Strategy
Corporate Strategy Level
What business are we in? What business should we be in?
Business Strategy Level
• Can new opportunities and new markets be identified?
• Can the business unit’s strengths and weakness be clearly identified?
• Can new product and service opportunities be identified that match current and potential customer needs?
Functional Strategy Level
• What goals have to be achieved at the functional level to ensure strategic success at the business and corporate levels?
• What resources are required at the functional level to achieve those goals?
Ansoff’s Portfolio Matrix (1987)
1. Market Leader2. Market Chalenger3. Market Follower4. Market Nicher
Indonesian Airlines Industry
Specific route that not reach by other airlines (example : Papua, Sulawesi)
Semarang Bookstore Industry