Tập hợp các quyết định và actions để achieve competitive advantage và create value trong market
Business Strategy không phải là một framework cụ thể, mà là concept về how to compete và win. Có nhiều schools of thought và frameworks khác nhau về strategy.
'How will we win?'
Strategy là về making choices:
Goals: 'Increase market share to 30%' Strategy: 'Win by offering lowest cost through operational excellence'
Strategy là HOW, không phải WHAT.
Context: Airline industry
Where to play: Short-haul, point-to-point routes. How to win: Lowest cost through fast turnarounds, single aircraft type, no frills. Capabilities: Efficient operations, motivated employees. Result: Profitable for 40+ consecutive years.
Outcome: Sustained competitive advantage despite intense competition
Context: Technology
Where to play: Premium segment. How to win: Superior design + ecosystem integration. Capabilities: Design excellence, software-hardware integration. Result: Highest profit margins in industry.
Outcome: Market leader despite higher prices
by A.G. Lafley & Roger Martin
Clear framework for strategy choices
by Richard Rumelt
What makes strategy actually work
A condition or capability that allows a company to produce goods or services better or more cheaply than rivals, enabling it to generate more sales or superior margins.
A clear statement of the tangible benefits customers receive from a product or service, explaining why they should choose it over alternatives.