ANALISIS STRATEGI BISNIS DENGAN PENDEKATAN BLUE OCEAN PADA NEAT BARBERSHOP DI BANDAR LAMPUNG

Fatma Saffawati; Rr. Erlina

doi:10.59003/nhj.v6i2.2268

Authors

Fatma Saffawati Universitas Lampung
Rr. Erlina Universitas Lampung

DOI:

https://doi.org/10.59003/nhj.v6i2.2268

Keywords:

Business Strategy, Blue Ocean Strategy, Neat Barbershop, Strategy Canvas, Four-Step Framework

Abstract

This study aims to analyze the business strategy of Neat Barbershop in Bandar Lampung using the Blue Ocean Strategy approach to navigate increasingly intense business competition. The study employs a qualitative descriptive method, utilizing data collection techniques such as observation, interviews, and documentation. Data analysis was conducted using the Strategy Canvas, the Four Actions Framework (Eliminate, Reduce, Raise, Create), and the Blue Ocean Idea Index. The results indicate that Neat Barbershop has moved toward implementing a Blue Ocean Strategy through enhanced service quality, QRIS payment system innovation, the development of online booking services, membership programs, and the addition of facilities that provide added value to customers. The findings demonstrate that this strategy successfully creates service differentiation, thereby offering the potential to establish new market space, boost competitiveness, and strengthen business sustainability amidst competition in the barbershop industry.

Downloads

Download data is not yet available.

References

Abdillah, M. B., Hakim, R. M. A., Damiri, D. M., & Zahra, F. (2018). Analisis Strategi Bisnis pada UMKM Kerajinan Bambu di Kota Bandung. AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan, 2(3), 227-242.

Alfarizi, M., Danial, R. D. M., & Nurmala, R. (2024). Analisis Blue Ocean Strategy Dalam Memenangkan Persaingan Bisnis Locus Abdnn Sukabumi. Jurnal Ilmiah Wahana Pendidikan, 10 (22), 853-863.

Basuki, N. V., Sembiring, I. B., Andarini, S., & Kusumasari, I. R. (2024). Analisis Penerapan Blue Ocean Strategy dan Red Ocean Strategy Dalam Persaingan Bisnis. Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, 4(9), 16-26.

David, F. (2022). Strategic Management: A Competitive Advantage Approach, Conceptsand Cases.

E Ellinger, A., Jeffrey N., Andrea D. Ellinger;,.Karli F., dan Gregory D. Herrin.2020. Applying Blue Ocean Strategy to Hire and Assimilate Worker with Disabilities into Distribution Center. Kelley School of Business, Indiana University. Elsevier Inc: 4 hlm

Fitriyani, I., Karmeli, E., Rahayu, S., Sudiyarti, N., & Sutanty, M. (2021). Meningkatkan Eksistensi Enterpreneur Melalui Strategi Manajemen Bisnis Di Era Pandemi. Jurnal Pengembangan Masyarakat Lokal, 4(1), 194-200.

Georgopoulos, George. 2011. Red ocean vs Blue Ocean Strategies. Master Bisiness Administration in Total Quality Management, University of Piraeus.

Hamdani, M. (2018). Analisis Penerapan Red Ocean Strategy dan Blue Ocean Strategy Menggunakan Skema Hapuskan-Kurangi-Tingkatkan-Ciptakan, Kanvas Strategi dan Indeks Samudra Biru pada Coffee Shop di Medan (Doctoral dissertation, Universitas Sumatera Utara)

Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2018). Strategic Management: Concepts and Cases: Competitiveness and Globalization. 12th Edition. Cengage Learning.

Kim, W. C., & Mauborgne, R (2005). Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant Chapter One. https://www.blueoceanstrategy.com

Kim, W. Chan dan Renee Mauborgne. 2011. Blue Ocean Strategy (Strategi Samudra Biru). Cetakan Kelima, Terjemahan, Jakarta : PT. Serambi Ilmu Semesta.

Kim, W. Chan, dan Renee Mauborgne. 2016. Blue Ocean Strategy Expanded Edition. Jakarta: Penerbit Naura

Lestari, F. A. (2016). Analisis Perbandingan Antara Red Ocean Strategy Versus Blue Ocean Strategy Terhadap Coffee Shop Di Yogyakarta. ., 1-14.

Narullia, D., Putri, S. F., Purnamasari, F., Putri, D. M., Dewi, Y. R., & Cahayati, N. (2021). Sosialisasi Red Ocean Strategy Dan Blue Ocean Strategy Sebagai Upaya Meningkatkan Daya Saing Ukm Mahasiswa Di Kota Malang. J-ABDI: Jurnal Pengabdian kepada Masyarakat, 1(7), 1453-1462.

Nazairin, A., & Ainah, N. (2024, September). Marketing Strategy Through the Integration of Red Ocean and Blue Ocean Approaches in the Online Service Industry of PT. Gojek Indonesia: A Review. In Antasari Conference on Islamic Economics and Business (ACIEB).

Norikun, B. (2018). Strategies for improving marketing performance with red ocean theory.

Pearce, J. A., & Robinson, R. B. (2018). Strategic Management: Formulation, Implementation, and Control. 15th Edition. McGraw-Hill Education.

Pedersen, C., Lund dan Ritter, T. (2020). Preparing Your Business for a Post-Pandemic World.Hardvard Business Review.

Priilaid, D., Ballantyne, R., & Packer, J. (2020). A “blue ocean” strategy for developing visitor wine experiences: Unlocking value in the Cape region tourism market. Journal of Hospitality and Tourism Management, 43, 91-99.

Sari, R., & Halim, C. (2022). Analisis Strategi Bisnis Guna Meningkatkan Daya Saing pada Coffee Shop di Bandar Lampung (Studi Kasus Dr. Coffee). Jurnal ekonomi dan bisnis digital, 1(3), 231-248.

Vieira, E. R. M., & Ferreira, J. J. (2018). Strategic Framework of Fitness Clubs Based on Quality Dimensions: The Blue Ocean Strategy Approach. Total Quality Management & Business Excellence, 29(13-14), 1648-1667.

Yuliaty, T., Shafira, C. S., & Akbar, M. R. (2020). Strategi UMKM Dalam Menghadapi Persaingan Bisnis Global. Mbia, 19(3), 293-308.

Zaman, R. F., Ruwana, I., & Indriani, S. (2024). Pengembangan Bisnis Kerupuk Ikan Dengan Pendekatan Business Model Canvas dan Blue Ocean Strategy. Jurnal Valtech, 7(2), 448-455.