Perancangan Strategi Pengembangan Bisnis Bakery dengan Pendekatan Blue Ocean Strategy (Studi Kasus)

Abstract

The level of competition in market, particularly in the bakery industry, has become more intensive notably post the pandemic Covid-19. Meanwhile, the strategy implemented by the bakery businesses tends to be on the red ocean, the market in which each business competes each other exhaustively in order to win a market share and destroy others. BL is one of the bakeries in Langsa, Aceh Province. BL’s business has been declining gradually and facing intensive competition in the industry. Therefore, the purpose of this research is to design a business development strategy for BL to create a new uncontested market space by applying value innovation. The process of value innovation is implemented with the approach of Blue Ocean Strategy (BOS) and its application Blue Ocean Studio. Compared to the as-is canvas strategy with nine factors, the result of this research recommended a new strategy with 10 factors adjusted to the needs of the three tiers of non-customers, namely: eliminating the service factor whenever the customers review the products, and eliminating the factor of strategic location; reducing product variation; enhancing texture and flavor variants, hospitality service, cleanliness and comfort, branding, and attractive bakery design; creating delivery services