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Abstract
Coffee (Coffeea sp.) is an agricultural commodity in the plantation subsector which includes the mainstray export commodity,has high economic value and an important source of foreign exchange (net exporters) for Indonesia. UD Tyyana Coffee is one of the busnisesses that runs agribusiness of coffee commodities ranging from plantations to coffee processing. The aims of this study is to analyze the Blue Ocean Strategy at UD. Tyyana Coffee in the South Tapanuli Regency. This study uses a qualitative descriptive method. The result of the research is in running a large strategic series, UD Tyyana Coffe breaks down strategies that are not yet owned by competitors, such as (1) Improving product quality and HR will provide benefits to consumers by providing maximum results. Creating a trend of locations with cafe nuances and facilities such as homestays will increase the emotional appeal of consumers; (2) In the formulation of the Blue Ocean Strategy, the price offered by UD Tyyana Coffee is very attractive and does not change, so it does not affect consumer purchasing power; (3) The costs incurred for this strategy are still affordable. By improving service, it is only intensified when serving ground coffee to provide education about coffee; (4) Adopting the Blue Ocean Strategy requires commitment and cooperation in its processing.
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References
- Agantha, M, Y. 2016. Pengembangan Usaha Melalui Blue Ocean Strategy (BOS) Di Home Insdustry Liya. [skripsi]. Surakarta: Jurusan Teknik Industri Fakultas Teknik Universitas Muhammadiyah Surakarta
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- Arifin, S, M ., Yusri, A. 2018. Penerapan Blue Ocean Strategy (BOS) Dalam Usaha Memasuki Pasar Internasional (Studi Pada UMKM Pricilla Jilbab Bolak-Balik). Malang. Jurnal Administrasi Bisnis (JAB). 61(2): 38-47
- Badan Pusat Statistik Kabupaten Tapanuli Selatan. 2017. Kabupaten Tapanuli Selatan dalam Angka 2017. Tapanuli Selatan: BPS
- Chandra, E. 2014. Peranan Kerjasama Bisnis Terhadap Peningkatan Volume Penjualan Pada Toko Media Print Pematangsiantar. Jurnal SULTANIST. 2(2): 5-11
- Hadi, P. U, et al. 2011. Outlok Pertanian 2010-2025. Jakarta: Badan Litbang Pertanian Kementrian Pertanian
- Hamdani, M. 2018. Analisis Penerapan Red Ocean Strategy dan Blue Ocean Strategy Menggunakan Skema Hapuskan-Kurangi-Tingkatkan-Ciptakan, Kanvas Strategi dan Indeks Samudra Biru pada Coffee Shop di Medan. [skripsi]. Medan: Departemen Administrasi Bisnis, Universitas Sumatera Utara
- Hermato. 2011. Implementation Blue Ocean Strategy (Strategi Samudra Biru) At Group Wings. Jurnal Ilmiah Faktor Exacta. 4(2): 149-159
- Kho, M. C. K., Ratih, I. 2014. Perumusan Blue Ocean Strategy sebagai Strategy Bersaing Pada Perusahaan Keluarga Cv. Gama Abadi. Jurnal AGOVA. 02(1): 1-9
- Kim, C. W., Renee, M. 2006. Blue Ocean Strategy Menciptakan Ruang Pasar tanpa Pesaing dan Menjadikan Persaingan Tidak Lagi Relevan. Jakarta: PT. Mizan Publika
- Lestari, F, A. 2017. Analisis Perbandingan Antara Red Ocean Strategy Versus Blue Ocean Strategy Terhadap Coffee Shop Di Yogyakarta. E-Jurnal Universitas Atma Jaya Yogyakarta. 1-14 Hal
- Mardalis, A. 2005. Meraih Loyalitas Pelanggan. BENEFIT Jurnal Manajemen dan Bisnis. 9(2): 111-201
- Mussatto, S,I., Machado. 2011. Production, Composition and Application of Coffee and Its Industrial Residues. Journal Food Bioprocess Technology. 04(5): 661-672
- Mustamu, R, H., Garra, S. 2013. Strategi Bersaing Pada Perusahaan Kopi. Jurnal AGORA. 1(3): 1-8
- Pasolang, A, D, R. 2012. Formulasi Strategi Pengembangan Wisata Kebun Raya Bogor Melalui Pendekatan Blue Ocean Strategy. [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen
- Putri, S. R. F. 2018. Formulasi Strategy Bisnis Agrowisata Taman Buah Mekarsari Di Kabupaten Bogor Dengan Pendekatan Blue Ocean Strategy. [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen
- Sari, I. I. P. 2018. Pengaruh Tingkat Kematangan dan Konsentrasi Ciragi Terhadap Mutu Bubuk Kopi Arabika. [skripsi]. Padang: Fakultas Teknologi Pertanian Universitas Andalas
- Suhendar, U. 2009. Kajian Strategi Pemasaran Ikan Asap (Smoked Fish) di UKM Petikan Cita Halus Citayam-Bogor. [tesis]. Bogor: Sekolah Pascasarjana Institut Pertanian Bogor
- Utomo, N, B. 2010. Formulasi Strategi Waralaba Minuman Teh Siap Saji Your Tea dengan Pendekatan Blue Ocean Strategy. [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen IPB
- Walker, G. 2009. Modern Competitive Strategy. New York: McGraw-Hill Companies, Inc
References
Agantha, M, Y. 2016. Pengembangan Usaha Melalui Blue Ocean Strategy (BOS) Di Home Insdustry Liya. [skripsi]. Surakarta: Jurusan Teknik Industri Fakultas Teknik Universitas Muhammadiyah Surakarta
Andriani, M. M. 2012. Strategi Pengembangan Usaha Restoran Gurih 7 Di Kota Bogor Dengan Pendekatan Blue Ocean Strategy. [skripsi]. Departemen Agribisnis. Fakultas Ekonomi dan Manajemen Intitut Pertanian Bogor: Bogor
Arifin, S, M ., Yusri, A. 2018. Penerapan Blue Ocean Strategy (BOS) Dalam Usaha Memasuki Pasar Internasional (Studi Pada UMKM Pricilla Jilbab Bolak-Balik). Malang. Jurnal Administrasi Bisnis (JAB). 61(2): 38-47
Badan Pusat Statistik Kabupaten Tapanuli Selatan. 2017. Kabupaten Tapanuli Selatan dalam Angka 2017. Tapanuli Selatan: BPS
Chandra, E. 2014. Peranan Kerjasama Bisnis Terhadap Peningkatan Volume Penjualan Pada Toko Media Print Pematangsiantar. Jurnal SULTANIST. 2(2): 5-11
Hadi, P. U, et al. 2011. Outlok Pertanian 2010-2025. Jakarta: Badan Litbang Pertanian Kementrian Pertanian
Hamdani, M. 2018. Analisis Penerapan Red Ocean Strategy dan Blue Ocean Strategy Menggunakan Skema Hapuskan-Kurangi-Tingkatkan-Ciptakan, Kanvas Strategi dan Indeks Samudra Biru pada Coffee Shop di Medan. [skripsi]. Medan: Departemen Administrasi Bisnis, Universitas Sumatera Utara
Hermato. 2011. Implementation Blue Ocean Strategy (Strategi Samudra Biru) At Group Wings. Jurnal Ilmiah Faktor Exacta. 4(2): 149-159
Kho, M. C. K., Ratih, I. 2014. Perumusan Blue Ocean Strategy sebagai Strategy Bersaing Pada Perusahaan Keluarga Cv. Gama Abadi. Jurnal AGOVA. 02(1): 1-9
Kim, C. W., Renee, M. 2006. Blue Ocean Strategy Menciptakan Ruang Pasar tanpa Pesaing dan Menjadikan Persaingan Tidak Lagi Relevan. Jakarta: PT. Mizan Publika
Lestari, F, A. 2017. Analisis Perbandingan Antara Red Ocean Strategy Versus Blue Ocean Strategy Terhadap Coffee Shop Di Yogyakarta. E-Jurnal Universitas Atma Jaya Yogyakarta. 1-14 Hal
Mardalis, A. 2005. Meraih Loyalitas Pelanggan. BENEFIT Jurnal Manajemen dan Bisnis. 9(2): 111-201
Mussatto, S,I., Machado. 2011. Production, Composition and Application of Coffee and Its Industrial Residues. Journal Food Bioprocess Technology. 04(5): 661-672
Mustamu, R, H., Garra, S. 2013. Strategi Bersaing Pada Perusahaan Kopi. Jurnal AGORA. 1(3): 1-8
Pasolang, A, D, R. 2012. Formulasi Strategi Pengembangan Wisata Kebun Raya Bogor Melalui Pendekatan Blue Ocean Strategy. [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen
Putri, S. R. F. 2018. Formulasi Strategy Bisnis Agrowisata Taman Buah Mekarsari Di Kabupaten Bogor Dengan Pendekatan Blue Ocean Strategy. [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen
Sari, I. I. P. 2018. Pengaruh Tingkat Kematangan dan Konsentrasi Ciragi Terhadap Mutu Bubuk Kopi Arabika. [skripsi]. Padang: Fakultas Teknologi Pertanian Universitas Andalas
Suhendar, U. 2009. Kajian Strategi Pemasaran Ikan Asap (Smoked Fish) di UKM Petikan Cita Halus Citayam-Bogor. [tesis]. Bogor: Sekolah Pascasarjana Institut Pertanian Bogor
Utomo, N, B. 2010. Formulasi Strategi Waralaba Minuman Teh Siap Saji Your Tea dengan Pendekatan Blue Ocean Strategy. [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen IPB
Walker, G. 2009. Modern Competitive Strategy. New York: McGraw-Hill Companies, Inc