Business Strategy Analysis Using the Blue Ocean Strategy Approach on Banana Lumer by Irawanchip and Ci’mot Banana Chips in Bandar Lampung City

Abstract

Business strategy is a company's plan to achieve goals, including identifying market opportunities and challenges and developing tactics to deal with them. Lampung Province is one of the largest banana producing areas, has many banana chip companies, so competition in this industry is getting tighter. This research aims to evaluate the implementation of the strategy Blue ocean by Banana Lumer by Irawanchips and Ci'mot Banana Chips. The method used is qualitative research with a descriptive approach, collecting data through interviews, observation, literature study, and documentation, as well as analysis using data reduction techniques, strategy canvas, and the eliminate-reduce-improve-create scheme. The research results show that Banana Lumer by Irawanchips has offered unique value compared to competitors, reflected in the scoring on Blue ocean idea index. Data shows a positive response to customer satisfaction, price and costs, although there are doubts on the dimensions of strategy adoption, so that banana melt by irawanchip still requires an increase in strategy adoption to maintain implementation blue ocean strategy. Thus, it can be concluded that Banana Lumer has implemented a strategy Blue ocean. In contrast, Ci'mot Banana Chips still offer the same value as competitors. Respondents gave positive answers only to the price and cost dimensions, while for customer satisfaction and strategy adoption there were negative responses and doubts, which shows that they are still implementing Red ocean Strategy. Therefore, Ci'mot Banana Chips need to increase customer satisfaction and strategy adoption in order to transition from Red ocean Strategy become Blue ocean Strategy