0146 Pemasaran Strategik Pertemuan 2

Summary

The video script discusses three key levels of business strategy: corporate, business unit, and functional. Corporate-level strategy focuses on determining the business's direction and goals, with an emphasis on vision and mission. Business unit strategy involves aligning specific divisions with the overall corporate strategy, using tools like SWOT analysis. Functional-level strategy pertains to areas like marketing, production, and finance, ensuring alignment with broader goals. The video underscores the importance of strategic alignment across all levels for business success.

Takeaways

• 😀 Corporate-level strategy focuses on determining which businesses a company should operate in and setting overall company direction.
• 😀 Business unit-level strategy aims to create a competitive advantage for specific business units or subsidiaries within the company.
• 😀 Functional-level strategy supports both business unit and corporate-level strategies, focusing on individual departments like marketing, finance, and HR.
• 😀 A corporate-level strategy includes setting the company’s vision (long-term goals) and mission (how to achieve those goals).
• 😀 Objectives at the corporate level should guide strategic planning and form the basis for policy-making and performance evaluation.
• 😀 Business units need to align their objectives with the broader corporate goals and must ensure they support the overall corporate vision.
• 😀 SWOT analysis is an essential tool for evaluating business unit strategies and identifying competitive positions in the market.
• 😀 At the functional level, each department must align its strategies with the overall corporate and business unit strategies.
• 😀 Department heads (e.g., marketing, finance, production) play a crucial role in ensuring functional strategies support the broader business objectives.
• 😀 Effective measurement and data analysis are crucial to ensuring that the strategies at each level (corporate, unit, and functional) are successfully implemented.
• 😀 The strategy at every level must work in synergy to help the company achieve its overarching goals and objectives.

Q & A

What are the three main levels of business strategy in a company?

The three main levels of business strategy are: corporate level strategy, business unit level strategy, and functional level strategy.

What is the focus of corporate level strategy?

Corporate level strategy focuses on determining which businesses the company should engage in and ensuring that the company’s overall direction aligns with its mission and vision.

How does corporate strategy determine the business's direction?

Corporate strategy sets the vision and mission of the company, which guide decisions about the company’s business activities, products to be produced, and the markets in which they will be sold.

What is the importance of setting vision and mission in corporate strategy?

The vision provides a clear guideline for future actions, while the mission defines what the company needs to do to achieve that vision, offering direction and boundaries for goal achievement.

What is the role of objectives or goals in corporate strategy?

Objectives or goals serve as the foundation for planning and strategizing within the company, helping to guide policy decisions and evaluate performance.

How do business unit strategies align with corporate strategy?

Business unit strategies are designed to achieve specific goals for individual units, such as divisions or subsidiaries, while aligning with and supporting the broader corporate strategy.

Why is it important to differentiate a company from its competitors at the business unit level?

Differentiating from competitors helps a company establish a competitive advantage, and tools like SWOT analysis can help identify the strengths, weaknesses, opportunities, and threats that impact a unit's strategy.

What role does a SWOT analysis play in developing business unit strategy?

SWOT analysis allows the company to assess its internal and external environment, helping to develop strategies that leverage strengths, mitigate weaknesses, seize opportunities, and defend against threats.

What is the function of functional level strategies?

Functional level strategies are specific to individual departments, such as marketing, finance, or production, and they support the overall business unit and corporate strategies.

What must be considered when establishing a functional level strategy?

When establishing a functional level strategy, it is crucial to ensure that the strategy aligns with the corporate and business unit strategies, while also focusing on the detailed objectives and measurable outcomes for the specific department.