Concept and Techniques

For Crafting and

Executing STRATEGY
Andes Ghoba Chaniago
 01
INTRODUCTIO
N and Why is it
What Is Strategy
Important
What Is Strategy and Why is it Important
“Strategy means making clear cut choices about how to compete” – Jack Welch – Former CEO

Achieving this entails making a managerial commitment to coherent array well-considered choices about
how to compete, these include :

• How To Position The Company in the market place

• How to attract customer
• How to compete against rivals
• How to Capitalize on opportunities to grow the business
• How to respond to changing economic and market conditions
 Strategy is about competing differently
 Stragtegy and the quest for competitive advantage
Starbucks’s
Strategy
in the Coffeehouse Market
 THE KEY ELEMENT OF
STARTBUCK’S STRATEGY
01 02
Customer 03
Variety Product the highest-quality
Experience
the mood and ambience of the
wide variety of specialty not use chemicals or
coffee drinks store to make sure everything artificial flavors
signaled “best-of-class”

04 to
Foster commitment 05 06
Expand the number of Broaden and periodically
corporate responsibility Starbucks stores refresh
protective of the The company’s ability to store product offerings.
environment and vary store size and Non-coffee products
contributed positively format made it
Brand Strategy (Yuyun)
Keberhasilan dari suatu brand dalam sebuah bisnis tidak terlepas dari brand strategy yang
tepat. Starbucks adalah sebuah perusahaan kopi dan jaringan kedai kopi global asal Amerika
Serikat yang berkantor pusat di Seattle, Washington. Brand Starbucks adalah salah satu
brand paling ikonik di dunia karena telah mampu merubah midset masyarakat dunia tentang
bagaimana cara menikmati secangkir kopi.

Ikon merek digunakan sebagai media penyampaian pesan dan kepribadian brand. Dimana
elemen yang digunakan memiliki kertaitan dalam membuat strategi pemasaran perusahaan
semakin menarik. Ikon merek yang baik harus mudah diingat dan dipahami oleh konsumen.

Logo Starbucks berasal dari gambar putri duyung Syren (penggoda atau pemikat). Yang
memiliki ekor kembar yang diambil dari novel Moby Dick (mitologi Yunani) yang berarti
bijaksana (berjiwa sosial). Logo ini didesain oleh Terry Heckled dimana Syren sebagai Ikon
utama.