Blue Ocean Strategy sebagai Alternatif Cara Bersaing pada Produk Sleek Baby Laundry

• Main Authors: , Reynold Stefanus Nani, , Wakhid Slamet Ciptono, MBA, MPM, Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/119168/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=59163
• Institution: Universitas Gadjah Mada

A company in its development to make product innovations always collide in a dilemma market. The dilemma is a market that is not able to get out of the competition is increasingly reducing the profits for these companies. And by emphasizing values such as innovation to regain consumer potential consumers, Blue Ocean Strategy is a strategy that can be used by companies to get out of an increasingly tight competition and creating a new market that has not been touched by any other company, product group Kino Sleek Baby Laundry must be able to conquer the market that has been dominated by the old players are certainly more experienced with certain offers innovative value which is then received by consumers. This study intends to provide advice to the company in order to use the Blue Ocean strategy as an alternative way of competing and also dissect adversity that may arise during the process to execute that strategy. The data in this study were analyzed qualitatively, namely primary data obtained from interviews and observations at retail stores and then used an internal and external analysis of the translated using SWOT analysis and secondary data in the form of the theory, the definition and substance of the literature, Based on the analysis, we concluded that the Blue Ocean strategy can be used by the company for the product Sleek Baby Laundry has a very favorable value curve that can be offered to potential customers, in addition to keeping with the company's vision to become a leader in any industry who entered the Blue Ocean able to facilitate the company became a pioneer in the detergent industry by emphasizing the values contained in the product. Obstacles that may arise is the lack of understanding of the value of the employees will find the company on the product sleek, besides the availability of natural materials into force on such products is still an obstacle for the company. The advice can be given to the company is to continue educating consumers and employees on the values highlighted with the blue ocean strategy, and also the company should be more courageous in doing the vertical integration of the supply chain to maintain production.