What is Strategy
When we hear the word strategy, most people will imagine that strategy is like a mission to achieve victory, or to be the best. It’s not wrong, because Michael Porter defines strategy as a competitive position, “deliberately choosing a different set of activities to deliver a unique mix of values.” That sounds like a mission doesn’t it.
Porter also emphasized that Strategy is not competing to be the best. This is because many managers and leaders and organizations think that they are trying to be the best organization in their industry.
ASBWI and its Strategy
What is ASBWI, ASBWI is a member of PSSI which oversees Women’s Football in
In
donesia. Since its establishment in 2017, ASBWI – the Indonesian Women’s Football Association, has ensured that a strategic plan must be had in the initial phase. Because ASBWI believe that strategic plans with long-term targets are needed to ensure that the organization can run with certainty.
According to ASBWI, strategy is a way to achieve organizational targets. This method is adapted to each situation. In the early stages, ASBWI has set targets up to 2038 where the National Team must become Asian champions and enter the top 50 of the FIFA rankings. The strategy is divided into several stages, characteristics and targets as follows:
- Situation Analysis of the Last Five Years (2012-2017)
Challenges in the Development of Women’s Football in Indonesia:
- Culture
- Association Program
- Human Resources
- Stakeholder support
- Financial
- Participation
- Biology
- Futsal, and
- Religion Challenge
Through discussions with stakeholders, ASBWI agreed that solutions for each challenge cannot be carried out partially, because each of these challenges is interrelated with one another. Therefore, ASBWI created the ‘Change the Image’ program which ensures that women’s football must have a new image, where every woman can have a career in football, is cool, and can have a future.
Support
In fact, in the early stages of ASBWI’s establishment, Women’s Football had not received any attention, either from the federation, the government, not to mention the media and sponsors.
Like a vicious circle. This also had an impact on the quality of the Women’s National Football Team, which in that era had not shown any achievements.
- Determine Vision, Mission and Target
Between business and achievement must go hand in hand. Through the Analysis in point 1 (first above) ASBWI then determines the Vision, Mission and targets to be achievedASBWI has a vision to bring the Women’s National Team to become Asian champions in 2038 and one of the best in the World.
With the mission of changing the image of women’s football in a positive direction, through a development process both in the technical area and in the business area by always applying the principles obtained by PSSI which have be measurability and can be held accountable in its implementation.
Meanwhile, becoming the Asian champion and getting into the top 50 (fifty) FIFA rankings in 2038 is the target carried out by ASBWI
3. Determine the Annual Work Program, Timeline and Targets for achievement each year.
ASBWI divides this work program into 6 (six) main focuses namely:
- Development of Women in Football;
Not just numbers, but the quality and achievements of women in football
- Competition;
Amateur and Professional, start from U14, U15, U17, and Senior.
- Education
Workshop for match official, coaching course, referee education, management workshop.
- Media;
Media exposure and how to develop media in football match.
- Marketing and Sponsorship
Women’s football is a career, and a business, an industry.
- Organisation & technology
Professional Management, accountable financial management and database implementation of players, clubs, and other women’s football actors
Meanwhile, the ASBWI Timeline divides it into 4 major Timelines:
2017 – 2022;
This year ASBWI focuses on the following areas:
- Organisation
- Regulation
- Media Exposure
- Membership
- Database System
2023 – 2025;
The focus expands to the areas:
- Festival
- Competition
- Facility
- Club development
- International competition
2026 – 2029;
Going even further, into the areas:
-Youth National Team
– Financial Stability
2030 – 2032:
- Senior National Team
- Asia Level
- Evaluation and Monitoring
ASBWI is a member of PSSI. Currently, through its work program, ASBWI has representatives in 30 (thirty) provinces and has 45 (forty five) member clubs.
In ensuring its strategic plan runs smoothly, ASBWI implements a regular monitoring system. Monitoring is carried out with a report system from the Provincial ASBWI every month, which is followed by monthly meetings. After that, the ASBWI Executive Committee will assess the report, then provide recommendations to PSSI in determining the work program, reviewing whether adjustments are needed to the work program being carried out, also related to the realization of the strategic plans that have been set.
PSSI will then provide further input to ASBWI, which is generally done once every 1 (one) month.
We can also see the story about implementing this strategic plan in the story about how Japan achieved its success:
Japan; 2030 best four leagues in the world
Club management, youth development, and digital development as the three key factors behind the remarkable success of the J-League, that has overcome major barriers such as the fact that less than 50 percent of the Japanese population (127 million)claim not to be interested at all in sport.
However, the number of clubs has increased from 10 to 55 since 1992 and all of them are solidly rooted in the local communities. The average attendance to stadiums in 2018 was 19.079 in J1.
Conquering the European market is the next step of Japan’s master plan. And, by today, they’ve already conquered the Asian market.
Therefore, we can conclude that strategic planning is something that is proven to be able to bring an organization to success, it’s not an instant process, it takes strong effort, work together and consistency in ensuring that every implementation of the plan goes well.
Souraiya Farina Alhaddar, 2023
Through my eyes 