Professional Documents
Culture Documents
Ch4-1
Strategic Inputs
Chapter 2 External Environment Strategic Intent Chapter 3 Internal Environment Strategic Mission
Strategy Formulation
Chapter 4 Business-Level Strategy Chapter 5 Competitive Dynamics Chapter 8 International Strategy Chapter 6 Corporate-Level Strategy Chapter 9 Cooperative Strategies
Strategic Actions
& Innovation
Outcomes
Strategic
Feedback
Chapter 2
Lingkungan Internal
Ch4-4
4. 5. 6.
7.
Ch4-6
Core Competency
Sumber Daya dan Kapabilitas yang telah ditentukan menjadi sumber Keunggulan Bersaing bagi suatu perusahaan atas pesaingnya.
Strategi
Suatu rangkaian kegiatan yang terintegrasi dan terkoordinasi yang dilakukan untuk menggunakan kompetensi inti dan mendapatkan suatu keunggulan bersaing.
Kegiatan yang dilakukan untuk memberikan nilai bagi pelanggan dan mendapatkan suatu keunggulan bersaing dengan menggunakan kompetensi inti dalam pasar produk tertentu.
Ch4-7
Differensiasi
Fokus Differensiasi
Ch4-8
Kriteria Kunci:
Produk-produk relatif distandardisasi Penampilan diterima oleh kebanyakan pelanggan Harga bersaing terendah
Ch4-9
Aktivitas Pencipta Nilai Berlaku pada Strategi Tingkat Bisnis : Kepemimpinan Biaya
Infrastruktur Perusahaan
Aktivitas Penunjang
Pembelian
Pemasaran & Penjualan Operational
Logistik Kedalam
Aktivitas Primer
Logistik Keluar
Servis
Ch4-11
Aktivitas Pencipta Nilai Berlaku Pada Strategi Tingkat Bisnis: Kepemimpinan Biaya
Support Activities
Perencanaan sederhana menghemat biaya perencanaan Kebijakan konsisten mengurangi biaya turnover MIS yang efisien Teknologi pabrik mudah pakai
Firm Infrastructure
Training Programs Human ResourceEffective Management to Improve Worker Efficiency and Effectiveness Investasi dalam teknologi yang Technological Development mengurangi biaya proses pabrik Proses evaluasi yang sering untuk Procurement memonitor kinerja suplier
Sistem dan prosedur menghasilkan produk murah dalam membeli bahan baku
Operations
Outbound Logistics
Ditempatkan dekat Kebijakan dengan suplier pemilihan teknologi pabrik Belajar organisasional
Pemilihan sarana transportasi dengan biaya rendah Besaran pesanan yang efisien Saling hubungan dg unit sekitarnya
Primary Activities
Inbound Logistics
Sistem yang sangat Skala pabrik efisien untuk yang efisien menghubungkan untuk produk suplier meminimisir dengan proses biaya pabrik Waktu pembelian produksi assets perusahaan
Service
Ch4-12
Value Creating Activities Common to a Logistik Cost Leadership Business Level Strategy Kedalam
Support Activities
Relatively Few Simplified Planning Management Practices to Reduce Sistem sangat efisien Layers untuk to Reduce Overhead Planning Costs mengkaitkan produk suplier dengan proses produksi Effective Training Programs perusahaan Consistent Policies to to Improve Worker Reduce Turnover Costs Efficiency and Effectiveness Cost Effective MIS Systems
Firm Infrastructure
Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials
Frequent Evaluation Processes to Procurement Monitor Suppliers Performances Lokasi dekat Trained Sales Force
Operations
Outbound Logistics
Primary Activities
Service
Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes
Effective Product Installations to Reduce Frequency and Severity Products Priced to of Recalls Generate Sales Volume
Ch4-13
Value Creating Activities Common to a Operational Cost Leadership Business Level Strategy
Cost Effective MIS Systems
Firm Infrastructure
Support Activities
Technological Development
pembelian assets
Operations
Inbound Logistics
Costs
Force
Reduce Frequency and Severity Products Priced to of Recalls Generate Sales Volume
National Scale Advertising
Primary Activities
Suppliers Manufacturing Products with the Costs Firms Production Timing of Asset Processes Purchases
Outbound Logistics
Service
Kebijakan Systems and Procedures to find the Frequent Evaluation Processes to pemilihan teknologi Lowest Cost Products to Purchase Procurement Monitor Suppliers Performances pabrik Raw Materials Highly Efficient Efficient Plant Delivery Schedule Belajar Small, Highly Effective Product Systems to Link Scale to Minimize that Reduces Trained Sales Installations to organisasional
Ch4-14
Value Creating Activities Common to a Logistik Cost Leadership Business Level Strategy Keluar
Cost Effective MIS Systems
Firm Infrastructure
Support Activities
Operations
Products with the Costs Firms Production Timing of Asset Processes Purchases Located in Close Proximity with Suppliers
and Severity Products Priced to of Recalls Generate Sales Volume National Scale Advertising
Primary Activities
Inbound Logistics
Service
angkut yg murah Technological Development Besaran order Systems and Procedures to find the yg efisien Frequent Evaluation Processes to Lowest Cost Products to Purchase Procurement Monitor Suppliers Performances Raw Materials Antarhubungan Highly Efficient Efficient Plant Delivery Schedule Small, Highly Effective Product dengan unit-unit Systems to Link Scale to Minimize that Reduces Trained Sales Installations to Suppliers Manufacturing Costs Force Reduce Frequency sekitarnya
Easy-to-Use Manufacturing Technologies
Ch4-15
Value Creating Activities Common to a Pemasaran Cost Leadership Business Level & Strategy Penjualan
Cost Effective MIS Systems
Firm Infrastructure
Support Activities
Tenaga penjual sedikit dan trampil Harga produk meningkatkan volume penjualan Periklanan yang luas
Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials
Operations
Outbound Logistics
Primary Activities
Inbound Logistics
Service
Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes
Effective Product Installations to Reduce Frequency and Severity Products Priced to of Recalls Generate Sales Volume
Ch4-16
Pemasangan produk yang efektif Effective Training Programs Consistent Policies to Improve Worker Human Resourceto Management untuk mengurang Reduce Turnover Costs Efficiency and Effectiveness panggilan Easy-to-Use Manufacturing Investments in Technology in order kembali Technologies to Reduce Costs Associated with Technological Development
Manufacturing Processes Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials Frequent Evaluation Processes to Procurement Monitor Suppliers Performances
Firm Infrastructure
Servis
Support Activities
Operations
Outbound Logistics
Primary Activities
Inbound Logistics
Service Service
Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes
Efficient Plant Delivery Schedule Scale to Minimize that Reduces Manufacturing Costs Costs Selection of Low Timing of Asset Cost Transport Purchases Carriers
Effective Product Installations to Reduce Frequency and Severity Products Priced to of Recalls Generate Sales Volume
Ch4-17
Firm Infrastructure
Support Activities
Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials
Frequent Evaluation Processes to Procurement Procurement Monitor Suppliers Performances Effective Product Installations to Reduce Frequency and Severity Products Priced to of Recalls Generate Sales Volume
Operations
Outbound Logistics
Pembelian
Interrelationships with Sister Units
Sistem dan prosedur Located in Close Policy Choice of Efficient Order mendapatkan produk termurah Proximity with Plant Technology Sizes Suppliers dalam pembelian bahan baku
Organizational Learning
Proses Evaluasi yang sering National Scale untuk memonitor perilaku Advertising pemasok
Ch4-18
Primary Activities
Inbound Logistics
Service
Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes
Firm Infrastructure
Support Activities
Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials
Frequent Evaluation Processes to Procurement Monitor Suppliers Performances Effective Product Installations to Reduce Frequency and Severity Products Priced to of Recalls Generate Sales Volume National Scale Advertising
Operations
Outbound Logistics
Investasi pada teknologi untuk mengurangi biaya yang terkait dengan proses pabrik
Primary Activities
Inbound Logistics
Pengembangan Teknologi
Service
Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes
Ch4-19
Firm Infrastructure
Support Activities
Technological Development
Systems and Procedures to find the Lowest Cost Products to Purchase Raw Materials
Frequent Evaluation Processes to Manajemen Sumber Daya Manusia Procurement Monitor Suppliers Performances
Operations
Outbound Logistics
Processes
Primary Activities
Inbound Logistics
Service
Highly Efficient Efficient Plant Delivery Schedule Small, Highly Effective Product Kebijakan konsisten Program pelatihan yg efektif Systems to Link Scale to Minimize that Reduces Trained Sales Installations to untuk mengurangi Biaya Costs untuk meningkatkan efisiensi Suppliers Manufacturing Force Reduce Frequency Products with the Costs and Severity Turnover dan efektivitas pekerja Selection of Low Products Priced to of Recalls Firms Production
Ch4-20
Firm Infrastructure
Support Activities
Praktek perencanaan Lapisan Manajemen Sistem MIS Systems and Procedures to find the Frequent Evaluation Processes to Cost Products to Purchase Procurement yang sederhana untuk Performances yang relatif sedikit Monitor Suppliers yangLowest murah Raw Materials
Operations
Outbound Logistics
Primary Activities
Inbound Logistics
Service
Highly Efficient Systems to Link Suppliers Products with the Firms Production Processes
Efficient Plant Delivery Schedule perencanaan Scale to Minimize that Reduces Manufacturing Costs Costs Selection of Low Timing of Asset Cost Transport Purchases Carriers
mengurangi biaya
Small, Highly Effective Product Overhead Trained Sales biaya Installations to Force Reduce Frequency and Severity Products Priced to of Recalls Generate Sales Volume
untuk mengurangi
Ch4-21
Ch4-22
Penghematan pada pengangkutan dan penurunan berat ternak Menggunakan tenaga kerja luar serikat pekerja yang murah
Ch4-23
Penggunaan assets
Penggunaan kapasitas - musiman, siklikal Antarhubungan -proses pesanan dan distribusi
Kepemimpinan Biaya yang efektif dapat bertahan menguntungkan meskipun Lima Kekuatan tampak tidak atraktif
Ch4-26
Pemimpin Biaya tetap untung meskipun Lima Kekuatan nampak tidak menarik
Tekanan Pendatang Baru
Dapat membuat Pendatang Baru takut karena keperluan untuk: * Masuk harus dengan
skala besar untuk persaingan biaya * Menurunkan curve permintaan perlu waktu
Ch4-27
Pemimpin Biaya tetap untung meskipun Lima Kekuatan nampak tidak menarik
Threat of New Entrants
Can frighten off New Entrants due to the need to: * Enter at Large Scale to be Cost Competitive * Take time to move down the Learning Curve
Dapat mengurangi Kekuatan Pembeli dengan: * Menurunkan harga jauh dibawah pesaing dapat mengeluarkan pesaing dan menarik kembali kekuatan ke perusahaan
Ch4-28
Pemimpin Biaya tetap untung meskipun Lima Kekuatan nampak tidak menarik
Threat of Mengambil posisi mendekati New Pengganti agar: Entrants investasi untuk * Melakukan menciptakan pengganti
Can frighten off New Entrants due to the need to: * Enter at Large Scale to be Cost Competitive * Take time to move down the Learning Curve
* *
Membeli hak paten dari pengganti potensial Menurunkan harga untuk mempertahankan posisi nilai
Pemimpin Biaya tetap untung meskipun Lima Kekuatan nampak tidak menarik
Threat of New Entrants
Can frighten off New Entrants due to the need to: * Enter at Large Scale to be Cost Competitive * Take time to move down the Learning Curve
Bargaining Dapat mengurangi Kekuatan Pemasok Power of dengan: Buyers * Posisi biaya rendah membuat pemimpin biaya dapat menyerap kenaikan biaya Can mitigate Buyer Power by: Well positioned relative to
Substitutes in order to:
besar yang dapat Driving prices far below Threat of competitors which may mengurangi kekuatan pemasok Can buy patents developed by
Substitute Products
Pemimpin Biaya tetap untung meskipun Lima Kekuatan Para pesaing menghindari nampak tidak menarik perang harga dengan
Can mitigate Supplier Power by: * Low cost position makes them better able to absorb cost increases * More likely to make very large purchases which reduces chance of supplier power
Pemimpin Biaya , yang menciptakan keuntungan Can frighten off New Entrants due lebih tinggi to the need to: bagi industri keseluruhan * Enter at Large Scale to be
Cost Competitive * Take time to move down the Learning Curve
* Make investments to create substitutes * Can buy patents developed by potential substitutes * Lower prices to maintain value position
Driving prices far below competitors which may cause exit and shift power back to firm
Ch4-31
Ch4-32
Cost Leadership
Cost Leadership
Differensiasi
Menghendaki harga premium Pelayanan pelanggan yang tinggi Kualitas Superior Prestise atau ekslusivitas Inovasi yang cepat
Ch4-35
Ch4-36
Pembelian
Pemasaran & Penjualan Operational
Logistik Kedalam
Aktivitas Primmer
Logistik Keluar
Servis
Ch4-37
Firm Infrastructure
Extensive use of subjective rather than objective performance measures
A companywide emphasis on producing high quality products Superior personnel training Strong capability in basic research
Support Activities
Compensation programs intended to encourage worker creativity and productivity Coordination among R&D, product development and marketing
Systems and procedures used to find the highest quality raw materials Superior handling of incoming raw materials to minimize damage and improve the quality of the final product Consistent manufacturing of attractive products
Operations
Outbound Logistics
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Inbound Logistics
Service
Strong Coordin- Complete field ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Ch4-38
Value Creating Activities Common to a Logistik Differentiation Business Level Strategy Kedalam
Highly Developed Information Systems to better understand customers purchasing preferences
Operations
Outbound Logistics
incoming raw materials to minimize damage and improve the quality of the final product
attractive products
processing procedures
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Service
terbaik terhadap Superior bahanManagement baku yang personnel Human Resource training masuk untuk Coordination among R&D, Investments in technologies that will Strong mengurangi product development and allow the firm to consistently produce capability in Technological Development marketing highly differentiated products basic research kerusakan dan Systems and procedures used to find Purchase of highest quality meningkatkan the highest quality rawProcurement materials replacement parts kualitas barang Strong Coordin- Complete field Superior Consistent Accurate and jadi handling of manufacturing of responsive order ation among stocking of
Compensation programs intended to encourage worker creativity and productivity
Support Activities
Ch4-39
Support Activities
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Inbound Logistics
Service
Strong Coordin- Complete field ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Ch4-40
Value Creating Activities Common to a Logistik Differentiation Business Level Strategy Keluar
Highly Developed Information Systems to better understand customers purchasing preferences
Support Activities
Prosedur proses order yang Compensation programs Extensive use of subjective Superior intended to encourage worker rather than objective personnel akurat dan cepat Human Resource Management creativity and productivity performance measures training
Coordination among R&D, product development and marketing
Firm Infrastructure
Technological Development
Investments in technologies that will allow the firm to consistently produce highly differentiated products
Systems and procedures used to find the highest quality raw materials Superior handling of incoming raw materials to minimize damage and improve the quality of the final product Consistent manufacturing of attractive products
Purchase of highest quality Procurement replacement parts Accurate and responsive order processing procedures
Operations
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Inbound Logistics
Service
Strong Coordin- Complete field ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Ch4-41
Value Creating Activities Common to a Pemasaran Differentiation Business Level Strategy & Penjualan
Highly Developed Information Systems to better understand customers purchasing preferences
Koordinasi yang kuat antara fungsi-fungsi Compensation programs Extensive use of subjective Superior R&D, Pemasaran dan intended to encourage worker rather than objective personnel Human Resource Management Pengembangan creativity and productivity performance measures training Produk Coordination among R&D, Investments in technologies that will Strong
Firm Infrastructure
Support Activities
allow the firm to consistently produce Technological Development highly differentiated products Purchase of highest quality Procurement replacement parts Accurate and responsive order processing procedures
Systems and procedures used to find the highest quality raw materials Superior handling of incoming raw materials to minimize damage and improve the quality of the final product Consistent manufacturing of attractive products
Operations
Outbound Logistics
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Inbound Logistics
Service
Strong Coordin- Complete field ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Ch4-42
Support Activities
Persediaan komponen Compensation programs Extensive use of subjective Superior intended to encourage worker rather than objective personnel Human Resource Management pengganti yang creativity and productivity performance measures training lengkap
Coordination among R&D, product development and marketing
Firm Infrastructure
Servis
Technological Development
Investments in technologies that will allow the firm to consistently produce highly differentiated products
Systems and procedures used to find the highest quality raw materials Superior handling of incoming raw materials to minimize damage and improve the quality of the final product Consistent manufacturing of attractive products
Operations
Outbound Logistics
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Inbound Logistics
Service Service
Strong Coordin- Complete field ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Ch4-43
Firm Infrastructure
Extensive use of subjective rather than objective performance measures
A companywide emphasis on producing high quality products Superior personnel training Strong capability in basic research
Support Activities
Compensation programs intended to encourage worker creativity and productivity Coordination among R&D, product development and marketing
Systems and procedures used to find the highest quality raw materials Superior Consistent handling of manufacturing of incoming raw attractive materials to products minimize damage and improve the Rapid responses quality of prosedur the Sistem dan to customers final product unique
Operations
Outbound Logistics
Pembelian
Extensive Rapid and timely personal product deliveries relationships to customers with buyers
Inbound Logistics
Primary Activities
Service
Strong Coordin- Complete field ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Firm Infrastructure
Extensive use of subjective rather than objective performance measures
A companywide emphasis on producing high quality products Superior personnel training Strong capability in basic research
Support Activities
Compensation programs intended to encourage worker creativity and productivity Coordination among R&D, product development and marketing
Systems and procedures used to find the highest quality raw materials Superior handling of incoming raw materials to minimize damage and improve the quality of the final product
Operations
Outbound Logistics
Koordinasi diantara Investasi pada teknologi R&D< pemasaran, dan yang menghasilkan produk Rapid responses Extensive pengembangan produk sangat berbeda Rapid and timely to customers personal
unique manufacturing specifications product deliveries relationships to customers with buyers Premium Pricing
Inbound Logistics
Pengembangan Teknologi
Service
Strong Coordin- Complete field ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Primary Activities
Ch4-45
Firm Infrastructure
Extensive use of subjective rather than objective performance measures
A companywide emphasis on producing high quality products Superior personnel training Strong capability in basic research
Support Activities
Compensation programs intended to encourage worker creativity and productivity Coordination among R&D, product development and marketing
Systems and procedures used to find the highest quality raw materials
Purchase of highest quality Manajemen Sumber Daya Manusia Procurement replacement parts
Operations
Outbound Logistics
Product Development
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Inbound Logistics
Service
Program yang Superiorkompensasi Consistent handling of kreativitas manufacturing of mendorong dan incoming raw attractive materials to products produktivitas karyawan
Penggunaan Strongyang Coordin- Complete Pelatihan field ation among stocking of karyawan ekstensif functions pengukuran in R&D, replacement parts yang baik Marketing and kinerja yang subjektif
Ch4-46
Firm Infrastructure
Extensive use of subjective rather than objective performance measures
A companywide emphasis on producing high quality products Superior personnel training Strong capability in basic research
Support Activities
Compensation programs intended to encourage worker creativity and productivity Coordination among R&D, product development and marketing
Operations
Outbound Logistics
Extensive Rapid and timely personal product deliveries relationships to customers with buyers Premium Pricing
Primary Activities
Inbound Logistics
handling of incoming raw materials to minimize damage and improve the quality of the final product
ation among stocking of functions in R&D, replacement parts Marketing and Product Development
Service
Komitmen seluruh komponen Sistem Informasi yang maju untuk Systems and procedures used to find Purchase of highest quality perusahaan untuk menghasilkan the highest quality rawProcurement materials replacement parts memahami preferensi pembelian produk berkualitas tinggi pelanggan Strong Coordin- Complete field Superior Consistent Accurate and
Ch4-47
Heineken beer Steinway pianos Mercedes Benz autos Intel microprocessors Caterpillar tractors
Bahan baku
Bahan baku dan Ketrampilan kerja Teknologi dan Ketrampilan kerja Teknologi tinggi Pelayanan kebutuhan pembeli yang cepat diseluruh dunia Ch4-48
Ch4-49
Penampilan produk yang unik Performance produk yang unik Pelayanan yang prima Teknologi baru Kualitas masukan
Ketrampilan atau pengalaman yg luar biasa
Informasi lengkap
Ch4-50
Pelaku Differensiasi yang efektif tetap dapat untung meskipun Lima Kekuatan nampak tidak menarik
Ch4-51
Pelaku Differensiasi yang efektif tetap dapat untung meskipun Lima Kekuatan nampak tidak menarik
Tekanan dari Pendatang Baru
Dapat mengatasi pendatang baru karena : * Barang baru harus lebih baik
daripada barang lama
Pelaku Differensiasi yang efektif tetap dapat untung meskipun Lima Kekuatan nampak tidak menarik
Threat of New Entrants
Can fend off New Entrants because: * * New products must surpass proven products Or be equal to performance at lower prices
Dapat menetralisir Kekuatan Pembeli karena : Produk-produk yang diferensiasi dengan baik mengurangi sensitivitas pelanggan terhadap kenaikan harga
Ch4-53
Pelaku Differensiasi yang efektif tetap dapat untung meskipun Lima Kekuatan nampak tidak menarik
Threat of New Entrants
Can fend off New Entrants because: * * New products must surpass proven products Or be equal to performance at lower prices
Loyalitas atas merek cenderung mengurangi tekanan produk baru dan perpindahan merek
Can mitigate Buyer Power because well differentiated products reduce customer sensitivity to price increases
Ch4-54
Pelaku Differensiasi yang efektif tetap dapat untung meskipun Lima Kekuatan nampak tidak menarik
Threat of New Entrants
Can fend off New Entrants because: * * New products must surpass proven products Or be equal to performance at lower prices
Dapat menetralisir Kekuatan Pemasok melalui : adanya Bargaining * Menyerap kenaikan harga karena margin yang lebih tinggi Power of
Well positioned relative to Substitute s because: harga Mengatasi
Suppliers
pemasok yang lebih tinggi karena loyalitas merek dari pembeli Brand loyalty tends to
reduce new product trial and brand switching
Can mitigate Buyer Power because well differentiated products reduce customer sensitivity to price increases
Ch4-55
Pelaku Differensiasi yang efektif tetap dapat untung meskipun Lima Kekuatan nampak tidak menarik
Can mitigate Supplier Power by: * * Absorbing price increases due to higher margins Passing on higher supplier prices because buyers are brand loyal
Loyalitas merek New products must * surpass proven products mengatasi * Or be equal to performance persaingan harga at lower prices
Brand loyalty tends to reduce new product trial and brand switching
Can mitigate Buyer Power because well differentiated products reduce customer sensitivity to price increases
Ch4-56
Cost Leadership
Differensiasi
Cost Leadership
Differentiation
Fokus Differensiasi
Ch4-59
Ch4-60
Strategi Fokus tingjkat bisnis mencakup pendekatan dasar yan sama sebagai Strategi Pasar yang Luas. Peluang fokus mungkin timbul karena : Pelaku diferensiasi fokus mungkin berhasil dengan memilih suatu pasar kecil yang kurang dilayani oleh perusahaan besar
Contoh:
Perusahaan mungkin dibuat tidak fokus lagi oleh pesaing yang lebih fokus Pesaing yang lebih besar mungkin melirik ceruk pasar anda
Preferensi pada ceruk pasar mungkin berubah kearah preferensi pada pasar yang luas
Ch4-63
Cost DifferenLeadership tiation Integrasi Biaya Rendah & Focused Focused Differensiasi DifferenLow Cost tiation
Ch4-64
Menggunakan Flexible Manufacturing Systems untuk menciptakan produk unik dengan biaya rendah
Memberdayakan kompetensi inti melalui Jaringan Informasi ke seluruh unit-unit bisnis Menggunakan Total Quality Management (TQM) untuk menciptakan produk unik kualitas tinggi yang sekaligus menghemat biaya
Ch4-65
Risiko adalah bahwa perusahaan mungkin menjadi Stuck in the Middle karena tidak mempunyai komitmen yang kuat untuk atau kurang pengetahuan tentang kedua jenis strategi generik.
Ch4-66
Southwest Airlines
Biaya Rendah Memakai satu jenis pesawat (Boeing 737) Memakai bandara sekunder Melayani rute pendek Tanpa makanan Waktu tunggu 15 menit Tanpa kursi cadangan
Pelayanan penerbangan baru bagi penumpang kalangan bisnis (phones and faxes)
Ch4-67