IMPLEMENTASI STRATEGI BERTAHAN DAN MENYERANG UNTUK KEBERHASILAN PERUSAHAAN PELAYARAN NIAGA NASIONAL INDONESIA
DOI:
https://doi.org/10.33556/jstm.v0i2.93Abstract
In industries in which there is strategic interaction among competing firms, companies are continuously involved in defensive and offensive strategies. In this paper we discuss several defensive and offensive strategies that managers can you for market success. Defensive strategies are divided into pre-entry and post-entry stretegies. Marketing managers should attempt to discourage would be entrants before entry has occurred. They can achieve this goal by engaging in pre-entry startegies. After entry is occurred it is more difficult to persuade new entrants to exit the industry. For this reason, marketing managers should use different defensive strategies for defending their positions in pre-entry and post-entry situations. Similarly, what happens to the determination of a defensive strategy or a offensive strategy in the Indonesian National Shipping Company of Commerce.
Key words: Defensive strategies, offensive strategies, pre-entry strategies, post-entry strategies.
Dalam industri di mana ada interaksi strategis antara perusahaan yang bersaing, perusahaan terus terlibat dalam strategi bertahan dan menyerang. Dalam tulisan ini kita membahas beberapa strategi bertahan dan menyerang bahwa manajer Anda dapat untuk mencapai kesuksesan pasar. strategi bertahan dibagi menjadi strategi sebelum-masuk dan setelah-masuk. Manajer pemasaran harus berusaha untuk mencegah akan pendatang sebelum telah terjadi masuk . Mereka dapat mencapai tujuan ini dengan terlibat dalam strategi sebelum-masuk. Setelah terjadi masuk lebih sulit untuk membujuk pendatang baru untuk keluar dari industri. Untuk alasan ini, manajer pemasaran harus menggunakan strategi bertahan yang berbeda untuk membela posisi mereka dalam situasi sebelum-masuk dan sesudah-masuk. Demikian pula, yang terjadi pada penentuan strategi bertahan atau strategi menyerang di lingkungan Perusahaan Pelayaran Niaga Nasional Indonesia.
Kata Kunci: Strategi bertahan, Strategi menyerang, sebelum masuk strategi, setelah masuk strategi.
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