The Canvas Strategy Analysis

Canvas strategy is the framework for action once the diagnosis strategy to build the two functions (Kim and Mauborgne, 2005). First, he summarizes the latest situation in the market space that is known. This allows companies to understand where the competition is currently underway, to understand the factors that are made in the arena of competition, products, services and understand what consumers are obtained from competitive bidding in the market. In the case of airline industry are eight key factors, the price of plane tickets, food, leisure space, seating class choices, connectivity Hub, friendly service, speed and departure from city-to-city that it's correct. Southwest Airlines created a blue ocean with a recent dilemma that the exchange must be made between consumers and aspects of the flight speed and flexibility of cost-efficient transportation car. To create a blue ocean Southwest Airlines offers high-speed transport with the flexibility regarding the frequency of flights and that many with attractive price for buyers. By reducing certain factors in the competition and improve other factors in the traditional airline industry, and do not forget the factors that create new industries based on alternative transportation car. Southwest Airlines is able to offer a value that has not been there before for users of air services and achieving value with a leap business model with low cost. The curve of the value of Southwest Airlines are uniquely different from the curve value of the competitors in the Canvas strategy.
These factors are considered important element in a campaign the company in a very tight competition. Thus the basic structure of the company based on market perception. On the vertical axis of Canvas strategy, which summarizes the level of consumer demand which is found in all competitions was the main factor. Score high marks a company bidding to provide more to consumers, while signaling that the company spent more investment in these factors. In the case of price, a higher score indicates a higher price. We can now offer sophisticated mapping the company on these factors to understand the profile companies or strategic value curve. Value curve, the basic components of the strategy canvas, is a graphical representation of the relative performance of the company regarding the factors of competition in the industry. To be able to launch the company to track the growth of a strong and profitable in the midst of the industry, not many useful when making comparisons with competitors and try to overcome them by bidding more or less. Such a strategy could increase consumer interest in, but will not encourage companies to open space that there is no market competitors. Conducting in-depth consumer research also not useful to create a blue ocean. Kim and Mauborgne research found that consumers rarely can imagine how to create a market space that are not competitors. Insight they also tend to lead to the old expression "Offer me more with a cheaper price." And, that consumers want to get more "many" are features of products and services offered on this industry. To fundamentally change the canvas of a strategy industry, companies must start by directing the focus back to the strategy of competitors alternative, and not from consumer to consumer industry. To pursue high value once a low cost, companies must be against the old logic: collate competitors in the field and choose the differentiation between the leadership or the costs. When the company's strategy to shift the focus from competition to the current direction of alternative and non-consumers, the company will be understanding how medapatkan The problem faced by the industry and, therefore, to reconstruct the elements of value that buyers are along the boundaries of the industry. Conversely, the conventional logic strategy demanded the company offers a better solution than that offered competitors the company for the problems that have been defined by the industry where companies are.

The Value Chain Analysis

Michael E. Porter to analyze the company's internally developed analysis tool called the analysis of the value chain (value chain). This approach is how to look systematically company to serve customers.
Value chain group of companies in activities that are strategically important to understand the behavior and cost the company a potential source of differentiation for the company. Companies have to compete with the benefits of conducting activities in the strategic importance of this with lower cost more or better than competitors called internal factors-key.
Basic categories are grouped into two general groups, namely the main activities and support activities. The main activities include the creation of physical, marketing, delivery and after sales support for products or services company. The main activities consist of five categories, namely logistics in the operation, logistics out, and sales and marketing services. Meanwhile, the activities include the provision of supporting infrastructure that allows input or activities take place continuously. Activities include supporting public administration, human resource management, research-and technology-development and purchase of the system.
Logistics in the activities associated with the assets and the cost to obtain fuel, energy, raw materials, components, goods and consumption goods from suppliers. Logistics is also in activities related to the receipt, storage and dissemination of entries from the supplier and activities insperksi management and warehousing.
Production activities are activities that are associated with the assets and the cost for the change in the form of input to the final product, such as production, assembly, packaging, maintenance of equipment, facilities, operations, quality guarantee and protection of the environment.
Logistics is the outside activities related assets and costs associated with the physical distribution of products to buyers, for example, finished goods storage, processing orders, the selection and packing orders, the transport of goods and operating a vehicle for delivering the goods.
Marketing and sales activity is associated with the assets and costs associated with advertising and promotion, business wiraniaga, planning and market research and support of dealers or distributors to support.
Services are the activities associated with the assets and related costs of providing assistance to buyers, such as installation, spare parts, maintenance and repair, technical assistance, and the desire komplai buyers.
General administration activities are related to assets and costs related general management, accounting and finance, law and regulations, safety and security systems, information management and other functions related to the cost.
Management of human resources is an activity related assets and costs related human resources planning, recruitment, selection, training, development, performance evaluation, compensation, maintenance employees, including employee relations activities.
Research, development and technology system is an activity related assets and costs associated with research and product development, research and development process, improvement of the design process, design, equipment, development of computer software, telecommunications systems, design and reayasa based computer, the ability of the database The new decision support system and the terkomputerisasi.
Purchase activity is associated with the assets and related costs of purchase and supply of raw materials, supplies, services and resources from other needs to support the company and activities. Some of this activity is run as part of the purchase of logistics activities to the company.

Operations Analysis

Production facilities include the analysis of companies, economies of scale, production capacity, production capability on time, expertise in production, the cost and availability of raw material suppliers, location, layout, optimization of facilities, inventories, research and development, patents, trademarks, legal protection, control and operation efficiency and cost-benefit equipment.
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Profit Impact of Market Strategy

To design the strength and weaknesses are usually selected from the advantages and disadvantages of a company that is very prominent. Analysis includes analysis of the internal environment PIMS (Profit Impact of Market Strategy), functional analysis, analysis and value chain analysis of the value curve.
Analysis PIMS analysis is to identify the factors that affect srategis primary, 80% profitability. Size is used Return On Investment (ROI). Companies with a high ROI have characteristics:
• more low-intensity
• Market share higher
• Quality of products is relatively high
• high capacity utilization
• Effectiveness operating high
• Cost per unit is relatively low against the competition
The researchers PIMS stated that the most important factors that affect business unit performance relative to competitors is the quality of products or services.