Fulfillment AND SUPPORT STRATEGY

Mohammad Suyanto

Abstract

According to Gary Hamel, fulfillment & support strategy is an element of customer interface. the third element in the business concept in the era of difficult. Elements of Fulfillment & support strategy refers to the company's strategy to enter the market, how to reach the consumer, what kind of customer service offered and how the level of service provided.

Companies that make revolution strategies, such as Google.com, ThinkFree.com, Hotmail.com and Nokia. Google.com is a remarkable phenomenon on the Internet, by providing a search engine for free to consumers. Earnings obtained from ads is astounding. At the age of barely 10 years, this company has cash of more than 8 billion dollars and its market capitalization reached more than 100 billion dollars that could be said richer than small countries.

ThinkFree.com using strategies by allowing the user to save important data on the Web and working on their Microsoft Office documents through any computer. Hotmail.com using the strategy to perform services for free e-mail which is accessible from any computer anywhere and to make the software work properly need not be download.Dalam period of 18 months went from 0 to 10 million users, mid-1999, Hotmail service to reach 40 million users and outperformed the previous leader, AOL's 18 million users only.

Hotmail eventually acquired by Microsoft and in early May 2007 users has reached 230 million and serve the e-mails 100 million per day. Hotmail current strategy in an e-mail service relies on speed, reliability, ease of use and easy integration with Internet services and other communications. Currently Hotmail became the largest company in the world and famous e-mail service, web-based.

Nokia is a small company that is not known and comes from the outskirts of the north pole that previously only produces snow tires and rubber boots. Nokia uses the strategy to change the analog to digital technology and capable of understanding the customer sales in 1994 reached only 26 million, but exploded to 300 million in 1999, so that Nokia could mengunggulu Motorola is the market leader until 1997. In 2006, sales of Nokia reached 41.1 billion euros and 5.5 billion euro profit. Now Nokia is a high-tech company with the fastest growth in Europe and eventually became the world's number one in mobile industry.