Strategic Management Insights and Evolution
Explore the history and evolution of strategic management from the post-World War II era to the 1960s, including concepts introduced by influential figures like Peter Drucker, Philip Selznik, and Kenneth Andrews. Discover the SWOT analysis framework and the significance of distinctive competence in shaping business strategies. Learn how major companies like Coca-Cola have diversified their product offerings and adapted to market demands over time.
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Presentation Transcript
Manajemen Strategi Rabin Ibnu Zainal SE (Ekonomi Pembangunan, Unsri) MSc (Social Development, Ateneo de Manila Univ) PhD (Management, RMIT University)
The History Dimulai tahun 1950-1960 --> Setelah Perang Dunia II. Penggunaan kata STRATEGI diambil dari istilah perang. Peter Drucker (1954) The Practice of Management ... the first responsibility of top management is to ask the question 'what is our business?' and to make sure it is carefully studied and correctly answered." The answer was determined by the customer. Eight areas where objectives should be set, such as market standing, innovation, productivity, physical and financial resources, worker performance and attitude, profitability, manager performance and development, and public responsibility
The History Philip Selznik (1957) Distinctive Competence" untuk menunjukkan bagaimana Navy membedakan diri dengan angkatan lain. Bisnis Internal vs Eksternal Kenneth Andrews (1963) Mengembangkan konsep Selznik SWOT Analysis Alfred Chandler (1962) Structure Follows Strategy Koordinasi struktur manajemen dibawah strategi. Igor Ansoff (1965) gap analysis to clarify the gap between the current reality and the goals Bruce Henderson Boston Consulting Group (1968) Experience Curve Unit production costs decline by 20 30% every time cumulative production doubles Porter (1980) Strategy Paradigm Lower Cost vs Differentiation 1985 Value Chain
By the 1960s, the capstone business policy course at the Harvard Business School included the concept of matching the distinctive competence of a company (its internal strengths and weaknesses) with its environment (external opportunities and threats) in the context of its objectives. This framework came to be known by the acronym SWOT and was "a major step forward in bringing explicitly competitive thinking to bear on questions of strategy". Kenneth R. Andrews helped popularize the framework via a 1963 conference and it remains commonly used in practice.[5]
Distinctive Competence Strategy Paradigm Contoh Perusahaan Coca Cola
Coca Cola (1960) Coca Cola (1960) mengembangkan mengembangkanselain selainminuman minuman ringan ringan The Coca Cola Company Sari Buah Beku, Kopi, Teh Minuman Ringan Anggur Aqua Clear Produk Presto Water Treatment Minute Madi Taylor Coca Cola Plastic Steam Generator Snow Crop Sterling Sprite Film Maryland Club Monterey TAB Heat Exchange Butternut Great Western Fresca Mr. Pibb Hi-C
Coca Cola (1983) mengembangkan selain minuman ringan The Coca Cola Company Sari Buah Beku, Kopi, Teh Minuman Ringan Hiburan Film Columbia Pictures Coca Cola Minute Madi Snow Crop Sprite Maryland Club TAB Butternut Fresca Mr. Pibb Hi-C Diet Soft Drink
Coca Cola (1994) Coca Cola (1994) mengembangkan mengembangkanselain selainminuman minumanringan ringan The Coca Cola Company Sari Buah Beku, Kopi, Teh Minuman Ringan Hiburan Film Columbia Pictures Minute Maid Coca Cola Coca Cola Classic Five Alive Cherry Coca Cola Bright & Early Bacardi mixers Sprite TAB Hi-C fruit drinks Fanta Mello Yello Fresca Mr. Pibb Hi-C Diet Soft Drink
Model Manajemen Strategik
