STRATEGY OF A Champion

Mohammad Suyanto

Abstract

Many companies today use a similar strategy or strategies the company is merged or convergent. If this is what we do at our company it is predictable that our incomes are not much different from a competitor. Gallup conducted a survey asking whether the strategy of competitors more similar or different to the 500 CEOs in America. Answer Most of these CEOs is their strategy similar to the strategy of competitors. Pursed strategy for approaching the same recipe for success is always the same replicated by many companies. Thus, their strategy could not avoid the convergence strategy.
Imitating the computer company Dell to sell systems made to order. But the results must be mediocre, not a computer company can make a jump, let alone fly. Imitate car manufacturer Toyota lean technology, then the income will not soar. Department Store imitate Wal-Mart as a case study in logistics management, it also can boost profits not very adequate.

Use of resources from outside the company (outsourcing) is also another force that causes a convergence strategy. When companies outsource, the reach of differentiation or differences in growing competition narrows. So Dell Computer never outsource the core processes and information technology, Enterprise Resource Planning (ERP) it. Dell's business model is based on creating a unique advantage of information technology, which is not so easily done with a solution from outside.

Companies are allowed to imitate the success of other companies, but not with exactly the same or similar, but it must have something different or differentiation strategy. Airlines in the United States, like American Airlines has an annual revenue growth of only 5.4%, Northwest Airlines is only 4.6%, Delta Airlines is only 6.2%, 6.3% United Airlines, but Southwest Airlines reaches 16.7% . Why does Southwest Airlines have different growth with other airlines? The answer is simple, namely Southwest Airlines has a different strategy. Southwest Airlines makes a different strategy with regard airlines "such as transporting cattle" pramugari the pilot and full of humor, no booked seats, no food, no room is magnificent and there is no in-flight entertainment service.

"In general, the champions who can bounce the company almost certainly has a different strategy. Though they faced competition, but they have a unique target market, positioning (positioning) is unique, the value of unique products, unique assets and capabilities that unikî said Gary Hamel in his book Leading the Revolution.