Ganendra, Angga Satria (2025) Strategy Blue Ocean Lustre Barbershop Dalam Menghadapi Persaingan Barbershop di Sidoarjo (Studi Barbershop Kecamatan Gedangan, Sidoarjo). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The barbershop business competition in Gedangan District, Sidoarjo, has intensified with the emergence of new barbershops offering innovations and modern services. This study aims to analyze the implementation of the Blue Ocean Strategy in enhancing the competitiveness of Lustre Barbershop and to identify the extent to which this strategy can create new market space. The research employs a descriptive qualitative approach, with data collected through in-depth interviews, observation, documentation, and supporting surveys. Data analysis was conducted using two key tools of the Blue Ocean Strategy, namely the strategy canvas and the four actions framework (Eliminate, Reduce, Raise, Create), which were further implemented into the 7P marketing mix. The findings reveal that Lustre Barbershop excels in pricing, haircut quality, and strategic location. However, weaknesses remain in communicative service, comfort of the premises, and promotional activities, which are often overlooked. Through the ERRC framework, the applied Blue Ocean Strategy includes eliminating passive services and the wash boy role (merged with the barber’s task), reducing unmastered haircut improvisations, enhancing service quality and employee training, and creating innovations such as an online booking system, home service, a proprietary hairstyle catalog, and a membership program. The implementation of this strategy within the marketing mix has proven effective in increasing customer satisfaction, attracting new consumer segments, and strengthening Lustre Barbershop’s position in the competitive market of Gedangan District, Sidoarjo.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Angga Satria Ganendra | ||||||||
| Date Deposited: | 22 Jul 2025 03:53 | ||||||||
| Last Modified: | 22 Jul 2025 03:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40440 |
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