The document discusses marketing strategies and strategic management. It defines strategic management as formulating, implementing, and evaluating cross-functional decisions to achieve organizational objectives. It outlines the roles of marketers in business strategy as analyzing environments, competitive actions, and linking marketing to organizational goals. The document also describes different levels of strategy, including corporate, business, and functional strategies. It introduces Ansoff's Portfolio Matrix and different market positioning strategies.

1. MARKETING Strategy By Rizal Hari Magnadi

2. Strategic Management the art and science of formulating, implementing , and evaluating cross-functional decisions that enable an organization to achieve its objectives

3. Marketer’s Jobs in Business Strategy (Grant, 2002) Analyze both the micro and macro environments using appropriate tools and techniques Continually refine this analysis in relation to changing environmental conditions Continually analyze competitive actions and be able to either pre-empt or react to such actions Link marketing to the overall ambitions of the organization (the corporate strategy) but with a need for flexibility Marshal the group resources and core competences to compete within the marketplace Marshal the components of the marketing mix to both compete within the marketplace and achieve the overall objectives of the organization

4. Strategy Levels Corporate strategy Business strategy Functional Strategy

5. Corporate Strategy Level What business are we in? What business should we be in?

6. Business Strategy Level Can new opportunities and new markets be identified? Can the business unit’s strengths and weakness be clearly identified? Can new product and service opportunities be identified that match current and potential customer needs?

7. Functional Strategy Level What goals have to be achieved at the functional level to ensure strategic success at the business and corporate levels? What resources are required at the functional level to achieve those goals?

8. Ansoff’s Portfolio Matrix (1987) Market Penetration Product Development Market Development Diversification New Present/Existing Product Present/Existing New Market

9. Market Positioning Market Leader Market Chalenger Market Follower Market Nicher

10. Indonesian Airlines Industry

11. Specific route that not reach by other airlines (example : Papua, Sulawesi)

12. Semarang Bookstore Industry