THE IMPLEMENTATION OF BLUE OCEAN STRATEGY TO CREATE A MARKET NICHE

Penulis

  • Hanifah Hanifah Sekolah Tinggi Manajemen Transportasi Trisakti
  • Aswanti Setyawati Sekolah Tinggi Manajemen Transportasi Trisakti
  • Reni Dian Octaviani Sekolah Tinggi Manajemen Transportasi Trisakti

DOI:

https://doi.org/10.54324/j.mtl.v2i2.118

Kata Kunci:

blue ocean strategy, market leader, excellence, competitors

Abstrak

Business competition among companies has led to major changes. Thus, companies must be responsive to the business strategy implemented [by competitors] and create business opportunities that can generate profits. One way is to implement Blue Ocean Strategy that allows businesses to create a niche market to get out of the red ocean competition so that competition becomes irrelevant. This study is aimed at analyzing the condition of a company implementing the Blue Ocean strategy represented by PT Kintetsu World Express in the period of 2012-2013. By using the descriptive method and the theories in strategic management, it is clearly visible how the implementation of Blue Ocean Strategy by PT Kintetsu World Express Indonesia can make the company win the competition and becomes the “Market Leader”. Making the Internal Process Company (IPF - BOS) in order to optimize the implementation of Blue Ocean Strategy, making the value of the company and the products to be better in the consumer’s perspective.

Referensi

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Buckley, Patrick & Robert Colman (2005). “Blue Ocean Strategy”. CMA Management. 79.1 (Mar. 2005): p6. From Gale Light Economy & Finance. Accessed in January 2014 from http://www.managementmag.com/

Hartanto, Frans Mardi. (2004). Manajemen Strategy, ITB.

Kim, W. C. & Mauborgne, R. (2006). Blue Ocean Strategy (Strategi Samudra Biru). (Satrio Wahono, Trans., Kurniawan Abdullah, Eds.). Jakara: PT. Serambi Ilmu Semesta.

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Parvinen, P., J. Aspara, et al. (2011). "Awareness, action and context-specificity of Blue Ocean practices in sales management." Management Decision 49(8): 1218-1234.

Reismania, Yulma Purwinta, (2008). “Analisis penerapan Blue Ocean Strategy sebagai upaya menciptakan ruang pasar baru” (Studi Pada Bank Central Asia Kantor Cabang Pembantu Dinoyo Malang), Accessed on 7 December 2013 from http://elibrary.ub.ac.id/handle/123456789/28173.

Yogi, MS, et al. (2007). Manajemen Strategi Terapan. Panduan Cara Menganalisa PT Kintetsu World Expres & Pesaing. Jakarta: CV. Poliyama Widya Pustaka Jakarta.

http://strategimanajemen.net/2009/08/10/sepenggal-kisah-tentang-blue-ocean-strategy/#sthash.y9CQhN3H.dpuf (downloaded on 24 April 2015)

Unduhan

Diterbitkan

2015-07-07

Terbitan

Vol 2 No 2 (2015): JULI

Bagian

Articles

Lisensi

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