Penerapan Blue Ocean Strategy (Bos) Dalam Upaya Meningkatkan Keunggulan Bersaing (Studi Pada Waroeng Steak and Shake Cabang Jl. Kawi Bawah 18 Malang)

Ratnasari Ratnasari • Srikandi Kumadji • Edy Yulianto
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • January 2016

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(Bahasa Indonesia, 6 pages)

Abstract

This study aimed to describe the application of Blue Ocean Strategy (BOS) in improving competitive advantage, as well as to determine the condition of external and internal environment of Waroeng Steak and Shake through SWOT Analysis. This type of research is a descriptive study with qualitative approach. Thus, data were collected through interviews, observation, and documentation. The results of this study indicate that the Waroeng Steak and Shake that implemented the BOS by opening new markets in the restaurant industry, especially the steak. Competitive advantage of Waroeng Steak and Shake obtained through low-pricing strategies so as to reach a wider market. The conclusion from this study is Waroeng Steak and Shake which is the spiritual company has a different orientation in doing business, which is to do business at the same time preaching. This makes Waroeng Steak and Shake did not follow the course of the competition. Low pricing strategy is an effort Waroeng Steak and Shake in order steaks can be enjoyed by all consumers, making it a lifestyle. In the end, make Waroeng Steak and Shake can reach a wider consumer.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

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