Chapter 8 - Nando cRusti Echi Strategi Functional

CHAPTER 8 Strategy Functional Strategy & Strategic Choice Formulation

Vernando 122120131Rustiawibisono D.T. 122120164Dessy Chairunisa Liany 122120030

8-*CHAPTER 8 Strategy Formulation: Functional Strategy & Strategic ChoiceFunctional Strategy:The approach a functional area takes to achieve corporate and business unit objectives and strategies by maximizing resource productivity

8-*Functional StrategyMarketing Strategy

PricingSellingDistribution

8-*Functional StrategyMarketing Strategy

Product developmentLine extensionUsing a successful brand name to market other productsIt is a good way to appeal to a companys current customers

8-*Functional StrategyMarketing Strategy

Advertising and promotionPush strategySpending a large amount of money on trade promotion in order to gain or hold shelf space in retail outletsPull strategyAdvertising pulls the products through the distribution channelsA company will spend more money on consumer advertising designed to build brand awareness so that shoppers will ask for the product

8-*Functional StrategyMarketing Strategy

PricingSkim pricingPenetration pricingDynamic pricing

8-*Functional StrategyR&D Strategy Deals with product and process innovation and improvement

Technological leaderTechnological followerOpen innovationA new approach in which a firm uses alliances and connections with corporate, government and academic labs to learn about new developments

8-*Functional StrategyPurchasing Strategy Deals with obtaining the raw materials, parts, and supplies needed to perform the operations function

Multiple sourcingA purchasing company orders a particular part from several vendorsSole sourcingRelies on only one supplier for a particular partJust-in-time (JIT)Having the purchased parts arrive at the plant just when they are needed rather than keeping inventories.

8-*Functional StrategyLogistics Strategy Deals with the flow of products into and out of the manufacturing process

CentralizationOutsourcingInternet

8-*Functional StrategyHRM Strategy Addresses the issue of whether a company or business unit should hire a large number of low-skilled employees who receive low pay, perform repetitive jobs, and most likely quit after a short time or hire skilled employees who receive relatively high pay and are cross-trained to participate in self-managing work teams

8-*Functional StrategyOperations Strategy Determines how and where a product or service is to be manufactured

Job shopConnected line batch flowFlexible manufacturing systemsDedicated transfer linesMass productionContinuous improvement systemModular manufacturing

8-*Functional StrategyOutsourcing errors

Activities that should not be outsourcedWrong vendor selectionWriting poor contractOverlooking personnel issuesHidden costs of outsourcingFailing to plan exit strategy

8-*Proposed Outsourcing Matrix

8-*Functional StrategyStrategies to Avoid

3 Follow the leaderHit another home runArms raceDo everythingLosing hand

8-*Constructing Corporate Scenarios

8-*Functional StrategySubjective Factors Affecting Decisions

Managements attitude toward riskPressures from stakeholdersPressures from corporate cultureNeeds and desires of key managers

8-*Stakeholder Priority Matrix

8-*Strategic ChoiceEvaluation of Strategic Alternatives

Mutual exclusivitySuccessCompletenessInternal consistency

TOP KOPICASE STUDY8-*

TOP KOPITingginya minat orang Indonesia untuk minum kopi ternyata menarik sejumlah perusahaan untuk menciptakan produk inovatif berbahan dasar kopi. Salah satunya Wings Food, perusahaanfast moving consumer goods, yang baru saja meluncurkan kopi instan bernama Top Coffee. Agar bisa menjadi merek top seperti Mie Sedaap dan So Klin, PT Harum Alam Segar (anak usaha Wings Food) menjalankan enam jurus strategis.8-*

R & D STRATEGYSebelum meramaikan pasar kopi instan, perusahaan melakukan riset selama 2 tahun untuk menganalisa peluang bisnis, tren pasar, hingga karakteristik konsumen. Setelah itu, proses pengembangan konsep produk dimulai dari mencari diferensiasi, hingga distribusi penjualan. saat ini kopi merupakan industri global raksasa yang mempekerjakan lebih dari 20 juta orang. Komoditi ini menempati urutan kedua setelah minyak bumi, dengan lebih dari 400 miliar cangkir yang dikonsumsi setiap tahun. Alhasil, kopi menjadi minuman paling populer di dunia setelah air putih.8-*

DIFFERENTIATION STRATEGYWingsfood mengklaim, Top Coffee memilikipositioning productdi pasar. Yaitu, mengemas produk yang merupakan perpaduan dua jenis kopi robusta dan arabika. Dengan dua keunikan karakter yang berbeda, maka proses pemilihan biji kopi, saat pemetikan, ketepatan dalam temperatur dan penghitungan dilakukan secara detail dan tepat. Karena kerumitan dan pengolahanhigh techtersebut, Top Coffee berani mengusungtaqlinethe art of coffee blending.8-*

MARKETING STRATEGYLangkah selanjutnya adalah memilih duta merek (brand ambassador). Untuk meningkatakan citra merek, perusahaan menunjuk penyanyi legendaris Iwan Fals. Top Coffee dan Iwan Fals memiliki kesamaan seperti idealisme dalam seni, dan menghasilkan mahakarya yang dikenang. 8-*

MARKET SEGMENTATIONStrategi keempat, menjaring banyak segmen. Di tengah persaingan yang semakin ketat, Wings Food jeli melihat peluang dengan membidik pasar tanpa batasan umur. Caranya dengan menciptakan 4 varian mulai dari kopi murni, kopi gula untuk dewasa, kopi susu, dan kopi mocca untuk remaja.8-*

ABOVE THE LINE & BELOW THE LINE ACTIVITYStrategi kelima, gencar melakukan aktivitasabove the line(ATL) danbelow the line(BTL). Untuk ATL misalnya, komunikasi merek dilakukan dimedia massa periodik baik cetak, elektronik ataupun online. Selain itu, Top Coffee juga kerap muncul dimedia massa non-periodik sepertibillboarddan brosur. Sedangkan aktifitas BTL diselenggarakan bersamaan dengan konser Iwan Fals dibeberapa daerah.8-*

PARTNERSHIPBermitra dengan petani kopi untuk mendapatkan biji kopi terbaik. Selain mengajak kerjasama, Wings Food juga mengandalkan kebun kopi pribadi sehingga kestabilan produksi bisa terjaga. 8-*

Thank You8-*

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