Analisis Faktor-Faktor Blue Ocean: Studi Kasus di Oriflame

Chiang, Zelin (Verlin Zevlin) (2008) Analisis Faktor-Faktor Blue Ocean: Studi Kasus di Oriflame. Masters thesis, Universitas Terbuka.

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Abstract

There are many kinds of theories of sucessful industry in the world. One of the theories has been stated by Kim and Malbourgne (2005) that a successful industry can be reached without involving competition but industries should create blue ocean. The opposite of the blue ocean strategy is red ocean strategy which reflects conventional strategy of industries. In contrast, the study follows logical strategies known as value innovation. Based on the blue-ocean strategy theory, the company's sales will increase if it implements value innovation, focus, divergency, interesting motto, price strategy, adoption, low cost factors. In addition, other factors such as product innovation and renewal packaging could push the grow of sales as well. This research is limited to analysis the nine factors. Data are collected by survey, internet, interview of some potential customers. The sample consists of 50 students, lecturers,entrepreneurs, housewives and employees. The technique of analysis used the blue-ocean strategic method (BOS),regression, and parameter statistic. The analysis dra..vn that the nine factors have highly positive relations with significance 5%. The value innovation is an important factor to increase the sales. The sample has good blue ocean including innovative and becomes a uniqueness due to their great, radical and crazy ideas in product innovation besides having a good strategic orientation.

Item Type: Thesis (Masters)
Additional Information (ID): 40191.pdf
Uncontrolled Keywords: marketing,strategi pemasaran,
Subjects: 600 Technology and Applied Sciences > 650-659 Management and Auxiliary Service (Manajemen dan Ilmu yang Berkaitan) > 658.81 Sales Management (Manajemen Pemasaran)
600 Technology and Applied Sciences > 650-659 Management and Auxiliary Service (Manajemen dan Ilmu yang Berkaitan) > 658.83 Market Research, Market Analysis (Riset Penelitian Pemasaran, Analisis Pemasaran)
Divisions: Tugas Akhir Program Magister (TAPM) > Magister Manajemen
Depositing User: CR Cherrie Rachman
Date Deposited: 22 Aug 2019 07:15
Last Modified: 22 Aug 2019 07:15
URI: http://repository.ut.ac.id/id/eprint/8623

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