Business Strategy of Royal Malaysian Customs

Business strategy focuses on improving the competitive position of company or business unit’s products or services within the specific industry or market segment that the company or business unit serves. Business strategy can be competitive (battling against all companies for advantage) and or cooperative (working with one or more companies to gain advantage against order.

    A competitive strategy consists of moves to attract customers, with stand competitive pressure and strengthen an organization market position. The objective of competitive strategy to generate a competitive advantage, increase the loyalty of customer and defeat competitors. A competitive strategy is narrower in scope in than a business strategy.

   Micheal Porter proposes two generic competitive strategies for outperforming other operation in particular industry. There are lower cost and differentiation strategy. Lower cost strategy is the ability of a company or a business unit to design, produces, and market comparable product more efficiently than its competitors. Differentiation strategy is the ability of a company to provide unique and supervisor value to the buyer in term of product quality, special feature, or sales after services.