DREAM CATCHER

Syachrul Irvansyah (Leader)

M Farrel Ahnaf (Marketing Manager)
Dida (Financial Manager)
Fayza Najeela P (Operation Manager)
Fakrur Razi Mulyana (HR Manager)
Sarah Lailatul Aliyah (Public Relation Manager)
Aliffia Muchnita (ICT Manager)
Bhawya (CA Manager)

2.2 INTERNATIONAL AND GLOBAL STRATEGY

ACTIVITY 1 :
1. LI & Fung Case Study
It is the world leading consumer good supply chain management company,
managing the supply chain for retailers and brands worldwide.
Strategy, Why, and Achievements
A. Strategy : Going Online to capture new markets.
Why : Li & Fung Growth came from combination of organic growth, expansion
though acquisition.
Achievements : And li & fung has an achievement, is expanding its supply
chain to new markets and a large customer base.
B. Strategy : Three Years Plans : Filling in the mosaic, Margin expansion,
Doubling profits.
Why : To set goals and place the company for next three years.
Achievements : Increased Profits.
C. Strategy : E-Commerce (Bubble In) : Intranet and extranet.
Why : Intranet linked their offices and manufacturing sites around the world,
expenditing and simplifying their internal communication. Extranet linked
them to key customers and customized to their individual needs.
Achievement : Was interface between manufactures and retailers, also online
product development and order tracking.
 D. Strategy : B2B Portal lifung.com
Why : Capitalize on small orders from SME’s. To minimize threat from other
competitors going online.
Achievement : Attain economics of scale by concurrently manufacturing the
aggreted orders. Reduced inventory level for SME’s due to absence of no
minimum order.
E. Strategy : Electronic Stock Offer (eSO).
Why : To manage the piled up or cancelled inventory.
Achievement : Efficient and cost effective platform to sell to buyers
interested in purchasing seconds. (second sales.)

ACTIVITY 2 :

 Cost Leadership
In cost leadership, a firm sets out to become the low cost producer in its industry.
The sources of cost advantage are varied and depend on the structure of the
industry. They may include the pursuit of economies of scale, proprietary
technology, preferential access to raw materials and other factors

 Differentiation
In a differentiation strategy a firm seeks to be unique in its industry along some
dimensions that are widely valued by buyers.

 Focus
The generic strategy of focus rests on the choice of a narrow competitive scope
within an industry. Focus Strategy has 2 variants :
A. In cost focus a firm seeks a cost advantage in its target segment.
B. Differentiation focus a firm seeks differentiation in its target segment.

1. Easy Jet : The Purpose of this study is to analyze and measure the competitor
scheme that Easyjet have utilized order to develop their current competitory
place in the low monetary value no frills air hose market.
2. Porsche : The Competitive Strategy of Porsche, The Strength of Porsche,
Brands recognition and reputation with high quality product, advanced
technology in R&D and focus to sport car brand recognition. But Porsche have
Weekness too, Small size and unable to identify customer needs.
3. BMW : BMW obtains a very competitive strategy position on the market. The
company is ruled by the team who is able to raise the price level and gain
more or less strong market position. At the very beginning the strengths
included high potential to growth and profitability of the company, and
professional management team.
4. Sony : Competitive Strategy of Sony , incredible rise in the field of
electronics is due to their innovation and high technology products. Sony
prides itself on its history of “imagination and innovation” in the industry.
 5. LG : LG Corporation has a massive product line and length that is diversified
acros the product categories in both white and brown goods. But one of the
flaws or downsides of LG can be perceived in its management.
6. Hitachi : Hitachi Data Systems provides information technologies, services
and solutions that help companies improve IT costs and agility, and innovate
with information to make a difference in the world.
7. Vodafone : Vodafone came up with differentiation strategy when they
launched I phone service, even though they were charging their customer
more than their competitors but they still got the edge over others by
offering free Vodafone to Vodafone calls for life time calls and better network
strength compared to other competitors. Cost Leadership Vodafone has
started “Home Cell” tariff for its Metro Digital service. In this offer off-peak
calls from a specified location (such as office) for 5 pence (8 cents) a minute
were provided. Focus Vodafone introduced One Net, a hosted fixed and
mobile voice service for SMEs . this move is regarded as to be very effective
move for Vodafone as Vodafone’s model is to charge per user, per month and
claims the total One Net solution can be 15%-20% cheaper than SMEs pay for
typical services currently.

8. Skoda : Competitive strategy from skoda, Set up of strategic partnerships

with suppliers and distributors, Loyal customer base by providing good
servicing, Expanding customer base by a wide range of attractive features
with its products, Reinforce to improve current position.
9. BA / British Airways : BA commits to look after its customers as it says, “the
world”favourite airlines. We will take more care of you”. BA is known for its
reliability, consistency, and quality. It has gained a good reputation and is
renowned for high standard customer service and efficiency.
10. Virgin Airlines : The success of our three year strategy requires us to build on
these foundations by focussing on the business and leisure markets and
driving efficiency and effectiveness. With Caring, honest, value, fun,
innovation Value.

If I classify from Competitive Strategy with other organizations operating within the
same
industry. Classify High To Low :
Airline Industry :
1. BA / British Airlines
2. Virgin Airlines
3. EasyJet
Car Industry :
1. BMW
 2. Porsche
3. Skoda
Electronic Industry :
1. Sony
2. Vodafone
3. LG
4. Hitachi

ACTIVITY 3:
1. AMAZON: To be earth's most customer centric company; to build a place
where people can come to find and discover anything they might want to buy
online
2. NOKIA: A world where everyone can be connected
3. IKEA: To create a better everyday life for the many people
ACTIVITY 4:
1. GOOGLE: To organize the world's information and make it universally
accessible and useful.
2. DEL: To be the most successful computer company in the world at delivering
the best customer experience in markets they serve.
3. E-BAY: To create the world’s leading e-commerce franchise.
4. COCA COLA: To refresh the world - in mind, body and spirit; inspire moments
of optimism - through our brands and actions, and create value and make a
difference - everywhere they engage.
ACTIVITY 5:
To let you experience the best prices with most comfort.
RESUME:
The purpose and strategy are seen as devices to unify, constrain, coordinate
and motivate
the organisation. Strategy may result from a formal and planned process or
may emerge
from a collection of decisions and actions. overall strategy will be influenced
by
perspectives on the environment and convergence.
It must decide and make choices about where to compete (geographic
scope),
the product to sell (product scope) and the activities to perform (vertical
scope). Such
decisions determine the boundaries for action. This is achieved through
synergy - by enabling resource sharing and mutual support.
A variety of strategies were discussed such as cost leadership, and
differentiation, focus and time based competitive advantage.
we considered the implementation of strategy, noting the remaining parts of
the book would focus on this. Implementation concerns the allocation of
resources typically through plans, the structure and budgets.

 Vision statement: a statement of what the organization would like to

achieve or accomplish in the long term
 Mission statement: a statement of the business’s core aims,
phrased in a way to motivate employees and to stimulate interest by
outside groups

 Competitive Advantage: A superiority gained by an organization

when it can provide the same value as its competitors but at a lower
price, or can charge higher prices by providing greater value through
differentiation. Competitive advantage results from matching core
competencies to the opportunities
 Global Strategy: Global Strategy’ is a shortened term that
covers three areas: global, multinational and international
strategies. Essentially, these three areas refer to those
strategies designed to enable an organisation to achieve its
objective of international expansion. This strategy is the complete
opposite of a multidomestic strategy. Some minor modifications to
products and services may be made in various markets, but a global
strategy stresses the need to gain economies of scale by offering
essentially the same products or services in each market. Microsoft, for
 example, offers the same software programs around the world but
adjusts the programs to match local languages.

 Multidomestic Strategy: A Multidomestic strategy is an

international marketing approach that chooses to focus advertising
and commercial efforts on the needs of a local market rather than
taking a more universal or global approach. This means that
companies employing this marketing strategy will seek to understand
the culture of various local markets and tailor their entry into those
markets based on the demographics of that area.
 Transnational Strategy: A firm using a transnational
strategy[4] seeks a middle ground between a multidomestic strategy
and a global strategy. Such a firm tries to balance the desire for
efficiency with the need to adjust to local preferences within various
countries. For example, large fast-food chains such as McDonald’s and
KFC rely on the same brand names and the same core menu items
around the world. These firms make some concessions to local tastes
too. In France, for example, wine can be purchased at McDonald’s. This
approach makes sense for McDonald’s because wine is a central
element of French diets.
 Corporate strategy: is a whole company plan or pattern of decisions
identifying where the company will compete (in terms of geography,
product, and industry) and which resources will be used
 Business Strategy: Business strategy can be understood as the
course of action or set of decisions which assist the entrepreneurs in
achieving specific business objectives. It is the master plan that the
management use to secure a competitive position in the
market, carry on its operations, please customers and achieve
the desired ends of the business.
 Two leading generic strategies to achieve competitive
advantage:
1. Differentiation: It's an approach that a business takes to develop a
unique product or service that customers will find better than or in
another way distinctive from products or services offered by
competitors. Differentiation strategy is a way for a business to
distinguish itself from the competition. 
2. Cost leadership: Strategy used by businesses to create a low cost of
operation within their niche. The use of this strategy is primarily to
gain an advantage over competitors by reducing operation costs below
that of others in the same industry.