Yudhoyono, Aryo Prasetyo (2023) Analisis Blue Ocean Strategy dalam Meningkatkan Marketing Peformance pada BurnHouseSmokery. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ABSTRACT ARYO PRASETYO YUDHOYONO, 19042010098, ANALYSIS OF BLUE OCEAN STRATEGY IN IMPROVING MARKETING PERFORMANCE AT BURNHOUSESMOKERY This study uses BurnHouse Smokery which is a business that focused on the food sector by processing smoked meat. This research aims to improve marketing performance at BurnHouseSmokery. The research method used is using a qualitative descriptive method using blue ocean strategy analysis and a four-step framework in which factors are eliminated, reduced, increased, and created as the main instrument. Data collection techniques were carried out by means of interviews, observation, and related documentation to improve BurnHouseSmokery's marketing performance. Informants to be used in this study are owners, employees, and consumers. The results of the research that has been carried out resulted in the elimination factor, namely eliminating items that were not in demand, the reduced factor, namely reducing the set price, the increased factor, namely increasing the smoked chicken and dory set menu, and the last factor was created, namely the creation of a new marketing campaign and a new set menu. Based on the four-step framework that has been carried out, it is hoped that BurnHouseSmokery can implement it in order to improve its marketing performance and improve other operational parts of BurnHouseSmokery. Keywords : blue ocean strategy, marketing peformance, descriptive qualitative
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Aryo Prasetyo Yudhoyono | ||||||||
| Date Deposited: | 06 Jul 2023 06:21 | ||||||||
| Last Modified: | 06 Jul 2023 06:21 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15069 |
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