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Sabatinus, S., & Utami, C. W. (2021). Innovation Strategy Analysis through a Blue Ocean Strategy for Wear It. KnE Social Sciences, 5(5), 460–466. https://doi.org/10.18502/kss.v5i5.8832

https://doi.org/10.18502/kss.v5i5.8832

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authors

  • Samuel Sabatinus

    Samuel Sabatinus

    Master of Entrepreneurial Management, Management and Business Faculty, Ciputra University, Surabaya, Indonesia
  • Christina Whidya Utami

    Christina Whidya Utami

    Master of Entrepreneurial Management, Management and Business Faculty, Ciputra University, Surabaya, Indonesia

Published Date

  • Mar 22, 2021

Innovation Strategy Analysis through a Blue Ocean Strategy for Wear It

KnE Social Sciences / 7th International Conference on Entrepreneurship (7th ICOEN) / Pages 460–466

Abstract

This study aimed to find the right blue ocean strategy to get out of the red ocean for Wear It, a startup business engaged in garment convection since 2016. This study went through 3 stages: determining the SWOT, Key Success Factor, and 4-Action Framework (ERRC). The Key Success Factors that were obtained will be included in the strategy canvas to see the comparison with competitors and determine the 4 Action Framework. This research used a qualitative approach through in-depth interviews with 5 stakeholders including founders, customers and suppliers of Wear It. The results indicate that the blue ocean strategy is important in order to survive in the market. The resulting 4-Action Framework is to (E) eliminate the founder element; (R) raise marketing, product quality, product innovation, and brand elements; (R) reduce price, store, and quality control elements; and (C) create customer education and sales elements in order to create a new value curve for Wear It.


Keywords: blue ocean strategy, SWOT, key success factor, ERRC

References
[1] Ismail, A. (2016). Analisis Perancangan Strategi DenganPendekatan Blue Ocean Strategy Dalam Upaya Untuk Memenangkan Persaingan Bisnis. (Undergraduate thesis, Universitas Islam Indonesia, 2016).

[2] Zulaeha, Z., and Priyono, A. (2017). Pengaruh Integrasi Internal, Integrasi Eksternal, Dan Efek Komplementer Integrasi Dalam Rantai Pasokan Terhadap Inovasi Produk. Jurnal Ilmiah Manajemen, vol. 7, issue 2, pp. 233-251.

[3] Samsu, I., Yuniar, Y., and Novirani, D. (2016). Rumusan Dasar Strategi Bisnis Pada Usaha Sepatu Dengan Menggunakan Kerangka Kerja Dan Alat Analisis Metode Blue Ocean Strategy. Reka Integra, vol. 4, issue 1, pp. 311-321.

[4] Kim, W. C. and Mauborgne, R. (2005). Blue Ocean Strategy. United States: Harvard Business Review.