Pertemuan Pertama
Market-Oriented Perspectives
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Strategy
• What is a strategy?
– A strategy is a fundamental pattern of present
and planned objectives, resource
deployments, and interactions of an
organization with markets, competitors, and
other environmental factors.
• Strategy should specify (1) what; (2)
where; (3) how
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Components of Strategy
• A well defined strategy will consist of:
– Scope; purpose and mission.
– Goals and objectives; volume of growth, profit
contribution, return on investments, so on.
– Resource deployments; how those resources
are to be obtained and allocated, across
businesses, product markets, functional
departments and activities within each
business or product-market
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Components of Strategy
– Identification of a sustainable competitive
advantage; how can it position itself to
develop and sustain a differential advantage
over current and potential competitors?
– Synergy; synergy exists when the firm’s
businesses, product-markets, and
competencies complement one another.
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Hierarchy of Strategy
• Corporate strategy; “Which business
should we be in?”
• Business strategy; Which product markets
should we be in within this business or
industry?”
• Functional strategy; target market
definition,product-line depth, branding
policies, product market development
plan, line extension, so on.
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Market Orientation
• What is market orientation?
– Customer focus, understanding customers’
preferences and requirements, directing skills and
resources of the entire organization to satisfy
customers.
– Competitor intelligence, understanding competition,
identifying and responding to competitive threats.
– Interfunctional coordinations, getting all business
functions working together to provide customer value.
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Becoming a Market-Oriented
Organization
• Information acquisition; widespread information
dissemination, and the use of mutually informed
manager’s visions about the current market and
how it is likely to change in the future.
• Interfunctional assessment; coordination across
business functions
• Shared diagnosis and action
• Business strategy and marketing; setting
management’s objectives and plans, developing
marketing strategies that can follow business
strategy priorities.
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Conclusion
• Marketing perspectives lie at the heart of
strategic decision making, whether at the
corporate, business or product market
levels.
• A focus on satisfying customer needs and
wants is not inconsistent with being
technologically innovative.
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