Main Article Content

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.

Keywords

Blue Ocean Strategy Coffee South Tapanuli Regency

Article Details

Author Biography

Yulia Windi Tanjung, Prodi Agribisnis, Fakultas Pertanian, Universitas Graha Nusantara, Sumatera Utara

Department of Agriculture
How to Cite
Tanjung, Y. W., & Widiasyih, A. S. (2021). BLUE OCEAN STRATEGY PADA USAHA PENGOLAHAN KOPI “UD TYYANA COFFEE” DI KABUPATEN TAPANULI SELATAN. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 20(2), 321–332. https://doi.org/10.31186/jagrisep.20.2.321-332

References

  1. 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
  2. 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
  3. 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
  4. Badan Pusat Statistik Kabupaten Tapanuli Selatan. 2017. Kabupaten Tapanuli Selatan dalam Angka 2017. Tapanuli Selatan: BPS
  5. Chandra, E. 2014. Peranan Kerjasama Bisnis Terhadap Peningkatan Volume Penjualan Pada Toko Media Print Pematangsiantar. Jurnal SULTANIST. 2(2): 5-11
  6. Hadi, P. U, et al. 2011. Outlok Pertanian 2010-2025. Jakarta: Badan Litbang Pertanian Kementrian Pertanian
  7. 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
  8. Hermato. 2011. Implementation Blue Ocean Strategy (Strategi Samudra Biru) At Group Wings. Jurnal Ilmiah Faktor Exacta. 4(2): 149-159
  9. 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
  10. Kim, C. W., Renee, M. 2006. Blue Ocean Strategy Menciptakan Ruang Pasar tanpa Pesaing dan Menjadikan Persaingan Tidak Lagi Relevan. Jakarta: PT. Mizan Publika
  11. 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
  12. Mardalis, A. 2005. Meraih Loyalitas Pelanggan. BENEFIT Jurnal Manajemen dan Bisnis. 9(2): 111-201
  13. Mussatto, S,I., Machado. 2011. Production, Composition and Application of Coffee and Its Industrial Residues. Journal Food Bioprocess Technology. 04(5): 661-672
  14. Mustamu, R, H., Garra, S. 2013. Strategi Bersaing Pada Perusahaan Kopi. Jurnal AGORA. 1(3): 1-8
  15. Pasolang, A, D, R. 2012. Formulasi Strategi Pengembangan Wisata Kebun Raya Bogor Melalui Pendekatan Blue Ocean Strategy. [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen
  16. 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
  17. Sari, I. I. P. 2018. Pengaruh Tingkat Kematangan dan Konsentrasi Ciragi Terhadap Mutu Bubuk Kopi Arabika. [skripsi]. Padang: Fakultas Teknologi Pertanian Universitas Andalas
  18. Suhendar, U. 2009. Kajian Strategi Pemasaran Ikan Asap (Smoked Fish) di UKM Petikan Cita Halus Citayam-Bogor. [tesis]. Bogor: Sekolah Pascasarjana Institut Pertanian Bogor
  19. 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
  20. Walker, G. 2009. Modern Competitive Strategy. New York: McGraw-Hill Companies, Inc