Mengkaji kemungkinan penerapan blue ocean strategy di uniccrab seafood culinary malang

Rahayu Puji Suci, Nasharuddin Mas, Briyan Saka Widyatna

Abstract


Tujuan penelitian ini adalah untuk menganalisis bagaimana kemungkinan penerapan BOS (Blue Ocean Strategy) di Uniccrab Seafood Culinary Malang. Jenis penelitian ini adalah kualitatif, dengan menggunakan alat analisis skema ERRC 4 faktor, yaitu: Eliminate, Reduce, Raise and Create. Data diperoleh dari wawancara intensif terhadap 10 key informan yang berasal dari manajemen dan beberapa pelanggan Uniccrab Seafood Culinary. Hasil yang diperoleh menunjukkan bahwa Uniccrab Seafood Culinary harus menghapuskan citra makanan seafood yang mahal. Selain itu, juga perlu mengurangi turnover pegawai, meningkatkan pelayanan, promosi, serta berupaya meningkatkan inovasi. Hasil dari kerangka kerja ini memunculkan ide baru, yaitu Uniccrab perlu menciptakan suasana yang nyaman,   misalnya tempat yang rindang ketika pelanggan menikmati makan seafood dengan konsep yang alami.


Keywords


Blue ocean strategy; errc; uniccrab seafood culinary; malang

References


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DOI: https://doi.org/10.30872/jfor.v22i1.6699

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Copyright (c) 2020 Rahayu Puji Suci, Nasharuddin Mas, Briyan Saka Widyatna

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