DEVELOPING BLUE OCEAN STRATEGY FOR JENTERA LAW COLLEGE

• Main Author: Hazmira, Meilani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55646
• Institution: Institut Teknologi Bandung

This study was conducted to formulate the most suitable business strategy for Jentera Law College as new entrant to higher educational industry which have high barrier to new entrant. The strategy formulation was preceded by the analysis of external factors using PESTEL framework, internal factors using value chain analysis and competitiveness analysis using competitors mapping, competitive analysis and VRIO framework. Data was collected with literature study, questioners with quantitative and qualitative questions and interview with individual, group and focus group discussion to the firm’s stake holders (management, employees, students, alumni) and potential customers. The study found that because of the firm limitation in the physical, human and financial resources, and many intangible assets as the firm competitive advantages, head-on competition with competitors, other commercial higher educational institutions, is not suitable for the firm. Blue ocean strategy, a competitor-free strategy by value innovation, is a suitable solution for Jentera Law College. Thus, with the right condition blue ocean strategy could be used for new entrant in higher educational industry. It is recommended to use this methodology and step by step analysis to formulate business strategy. However, the author would also like to acknowledge the limitation of this study, due to Covid-19 pandemic, the sampling method of questioners and sampling size may somewhat bias, although qualitative data collection by interviews were performed to strengthen the data collected and the analysis made from it. Author would like to recommend for further data collecting of potential customers, targeted customers and alumni.