''A company's strategy is management's plan of action to develop the business, consolidate a market position, attract and satisfy customers, compete successfully, conduct operations, and achieve targeted objectives'' (Thompson, Strickland, and Gamble 2008). According to Porter (1996), strategy involves choosing different sets of activities to deliver a unique blend of value. Markides (1999) defines strategy as the position taken by a company to answer certain questions about the organization. Strategy can be seen as a means by which the organization achieves its competitive advantage. Competitive advantage is how the organization meets consumer needs better than its competitors. Strategy is used in decision making in which managers monitor the ever-changing external environment, in which an effective strategy would enable the organization to use resources and capabilities to exploit opportunities and limit threats (Ireland & Hitt 1999). Strategy can therefore be defined in several ways. Strategies are designed to achieve certain goals. A business may seek a strategy to identify who the customers are, what services to offer, and how they can operate effectively. Strategy involves an organization adapting its resources and capabilities to the external environment to achieve competitive advantage (Lado and Wilson 1994). Organizations set goals to achieve. So the organization will analyze the problems faced by the company and then formulate a strategy and implement it to gain competitive advantage. Strategic development process therefore: 1. Define a corporate vision, mission and values ​​as well as the goals and objectives of the organization.2. Analyze the external environment3. Analyze the internal environment of the organization4. Select strategies that help the middle of paper achieve product performance, marketing because profits may fall. Therefore, a company may seek to formulate and execute a strategy that addresses how to deal with new entrants, suppliers and their customers – how best to serve them and manage substitutes, for example by providing comfort in vehicles to low budget to meet the needs of customers who need low maintenance vehicles but at the same time seek luxury (Porter 2008). CONCLUSIONStrategy is essential to business success. It encourages the organization to adapt its resources and capabilities to the external environment to achieve competitive advantage. Luck can contribute to a company's success, but a business strategy can provide a guideline to follow to gain a competitive advantage. It can be said with certainty that strategy rather than luck is important for the future management of the company.