THE BLUE OCEAN STRATEGY FOR CREATING VALUE INOVATION (Study in ???Kedai Digital ??? Yogyakarta- Indonesia)
THE BLUE OCEAN STRATEGY FOR CREATING VALUE INOVATION (Study in ???Kedai Digital ??? Yogyakarta- Indonesia)
Author : MARHENI EKA SAPUTRI; HENDRATI DWI MULYANINGSIH Published on : Emerging Trends in Academic Research (ETAR) 2014 (ASTON DENPASAR HOTEL & CONVENTION CENTER Bali Indonesia)
Abstract
“Merchandise business has been developing rapidly in recent years especially in Yogyakarta. This phenomenon makes entrepreneurs in merchandise industry should compete to retain customers, and most of them extremely decrease their price and cut the margin profit. Kedai Digital implemented Blue Ocean Strategy to create a new market and make the competition irrelevant. Value Innovation is basic way of this strategy. Specifically, this study discusses analysis of value innovation in ???Kedai Digital??? Yogyakarta. The objective of this study is to determine value innovation and identify value driver in ???Kedai Digital???.
This research was using mix method approach whereas qualitative approach was conducted by doing in depth interview with all of decision maker in 6 companies in the Merchandise Business in Yogyakarta and quantitative approach was conducted by spreading questionnaire to 100 persons which is got from the purposive sample of ???Kedai Digital??? customers. Both data analyzing was used as qualitative and quantitative. Analysis tools are Kanvas Strategy and Four Framework Analysis.
Findings show that ???Kedai Digital??? has been creating 3 value innovation which is not able to be imitated by competitors. Its value innovation that has been designing are free design, unique location and one stop shopping concept. Those values makes ???Kedai Digital??? becomes a leader in merchandise industry and makes the competition irrelevant.”
Keywords:Merchandise Industry, Value Innovation, Blue Ocean Strategy, Kedai Digital
