PROPOSED BLUE OCEAN STRATEGY FOR KOLASE KOPI

• Main Author: Farisan Auzan, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64582
• Institution: Institut Teknologi Bandung

Coffee industries is one of the fastest growing industries. This can be seen by the proliferation of coffee shops in Indonesia. This development is also supported by the number of content creators who review the coffee industry. The increasing number of content creators makes the content creation business becomes crowded with competitors. This condition makes Kolase Kopi as a media that reviews about culture and the coffee industry feels the content around coffee industry reviews becomes worthless. This research aims to explore the potential market opportunities for Kolase Kopi and get the best strategy to create new demand that has low competitors or known as blue ocean strategies. Internal analysis is conducted to measure resource capabilities followed by external analysis using Porter Five's Force and PEST Analysis. Identification of market conditions and strategy development is carried out using Market Opportunity Analysis, and Blue Ocean Strategy. Based on the results of the interview obtained that the request for supporting data to support the sustainability of the coffee business is needed by coffee stakeholders. Based on the results of the analysis, Kolase Kopi must develop its business into buying and selling data related to the coffee industry.