Innovation Strategy Analysis through a Blue Ocean Strategy for Wear It
DOI:
https://doi.org/10.18502/kss.v5i5.8832Abstract
This study aimed to find the right blue ocean strategy to get out of the red ocean for Wear It, a startup business engaged in garment convection since 2016. This study went through 3 stages: determining the SWOT, Key Success Factor, and 4-Action Framework (ERRC). The Key Success Factors that were obtained will be included in the strategy canvas to see the comparison with competitors and determine the 4 Action Framework. This research used a qualitative approach through in-depth interviews with 5 stakeholders including founders, customers and suppliers of Wear It. The results indicate that the blue ocean strategy is important in order to survive in the market. The resulting 4-Action Framework is to (E) eliminate the founder element; (R) raise marketing, product quality, product innovation, and brand elements; (R) reduce price, store, and quality control elements; and (C) create customer education and sales elements in order to create a new value curve for Wear It.
Keywords: blue ocean strategy, SWOT, key success factor, ERRC
References
Ismail, A. (2016). Analisis Perancangan Strategi DenganPendekatan Blue Ocean Strategy Dalam Upaya Untuk Memenangkan Persaingan Bisnis. (Undergraduate thesis, Universitas Islam Indonesia, 2016).
Zulaeha, Z., and Priyono, A. (2017). Pengaruh Integrasi Internal, Integrasi Eksternal, Dan Efek Komplementer Integrasi Dalam Rantai Pasokan Terhadap Inovasi Produk. Jurnal Ilmiah Manajemen, vol. 7, issue 2, pp. 233-251.
Samsu, I., Yuniar, Y., and Novirani, D. (2016). Rumusan Dasar Strategi Bisnis Pada Usaha Sepatu Dengan Menggunakan Kerangka Kerja Dan Alat Analisis Metode Blue Ocean Strategy. Reka Integra, vol. 4, issue 1, pp. 311-321.
Kim, W. C. and Mauborgne, R. (2005). Blue Ocean Strategy. United States: Harvard Business Review.
