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HRM CHP Ind
HRM CHP Ind
Management Process
Chp 2
STRATEGIC PLAN/RENCANA STRATEGIK
“Where are we now as a business, where do we want to be, and how should we get there?”
A strategy is a course of action.
PepsiCo diversified by selling more food items like chips. (Diversifikasi produk)
Coca-Cola concentrated relatively more on sweet beverages, and on boosting advertising
to (hopefully) boost Coke sales. (Fokus)
Strategic management adalah proses mengidentifikasi dan melaksanakan rencana
strategik organisasi dengan menghadapkan kekuatan dan kelemahan perusahaan dengan
tuntutan lingkungan (its competitors, customers, and suppliers, for instance).
Lembar Kerja Monitoring Lingkungan
Types of Strategies
The corporate-level strategy: mengidentifikasi portofolio bisnis secara keseluruhan perusahaan dan bagaimana bisnis
dalam relasinya dengan bisnis lain.
• A concentration (single-business) corporate strategy, the company offers one product or product line, usually in
one market. WD-40 Company (which makes a spray hardware lubricant) is one example.
• A diversification corporate strategy means the firm will expand by adding new product lines. PepsiCo is
diversified. For example, over the years, PepsiCo added Frito-Lay chips and Quaker Oats.
• A vertical integration strategy means the firm expands by, perhaps, producing its own raw materials, or selling its
products direct. Thus, Apple opened its own Apple stores.
• A consolidation strategy, the company reduces its size.
• A geographic expansion, the company grows by entering new territorial markets, for instance, by taking the
business abroad.
Competitive strategy: A strategy that identifies how to build and strengthen the business’s long-term competitive position in the
marketplace.
• Cost leadership means becoming the low-cost leader in an industry. Walmart
is a classic example.
• Differentiation is a second possible competitive strategy. In a differentiation
strategy, the firm seeks to be unique in its industry along dimensions that are
widely valued by buyers. Thus, Volvo stresses the safety of its cars, Uber
stresses fast, seamless pickups, and GE stresses the reliability of its Greenville
plant’s aircraft parts.
• Focusers carve out a market niche (like Ferrari). They offer a product or service
that their customers cannot get from generalist competitors (such as Toyota).
Competitive advantage: Faktor-faktor yang memungkinkan perusahaan
untuk meningkatkan market share dengan membedakan produknya
(barang/jasa) dari produk pesaing.