PENERAPAN BLUE OCEAN STRATEGY DALAM MENGHADAPI PERSAINGAN KEDAI KOPI DI KOTA TEGAL (STUDI KASUS : KEDAI KOPI TEMPAT PERADUAN)

Hudzaifa Musyaffa Iqbal S.B.

Abstract

This study aims to identify what factors are eliminated, reduced, increased, and created by the Tempat Peraduan coffee shop and the implementation of the blue ocean strategy at the Coffee Shop Tempat Peraduan. The basic method of this research is descriptive. Key informants are the owner, branch head, and barista. The sample is 100 consumers. Data analysis uses a four-step framework and a strategy canvas. The results of the study show that the Tempat Peraduan coffee shop does not eliminate any competitive factors. Reducing the promotion factor. Improve facilities, product quality, and price factors. Creating service factors, store atmosphere, and CSR. The implementation of the Blue Ocean Strategy according to the Coffee Shop Tempat Peraduan has met the characteristics of good implementation, namely focus, good motto, and divergence. Meanwhile, according to consumers, the application of the Blue Ocean Strategy has not met the characteristics of good implementation, namely the divergence feature
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Keywords: Blue Ocean Strategy, Coffee shop, Implementation, Strategy

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References

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