Implementasi Blue Ocean Strategy Dalam Upaya Memenangkan Persaingan Bisnis (Studi Kasus Pada Tomoro Coffee UPN “Veteran” Jawa Timur)

Nurilhuda, Ilham Fitri (2025) Implementasi Blue Ocean Strategy Dalam Upaya Memenangkan Persaingan Bisnis (Studi Kasus Pada Tomoro Coffee UPN “Veteran” Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the implementation of the Blue Ocean Strategy in an effort to win business competition at Tomoro Coffee UPN “Veteran” East Java. The Blue Ocean approach prioritises the development of untapped market space, free from competition, instead than engaging in rivalry inside established markets. The used research methodology is descriptive qualitative using a case study technique. Data were acquired via field observations, interviews with outlet personnel and customers, and recording of business activities. The results showed that Tomoro Coffee successfully implemented the main elements of Blue Ocean Strategy such as value innovation, elimination and reduction of less relevant industry elements, and creation of added value through the presentation of technology-based products, affordable prices, and consistent customer experience. This strategy is able to differentiate Tomoro Coffee from local competitors and global franchises, while attracting new market segments among students and campus communities. The conclusion of this study is that Blue Ocean Strategy can be an effective alternative in creating sustainable competitive advantage in the retail coffee industry, especially in a highly competitive environment such as campus area. Keywords: Blue Ocean Strategy, competitive advantage, value innovation, Tomoro Coffee, business competition.

Item Type:

Thesis (Undergraduate)

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