Blue Ocean Strategy in a Creative Industry Environment: A Madura Batik Tulis Context

Abstract

Blue ocean strategy is a market created when there is no competition in the market, so researchers have objectives research, among others, to find out the strategies used in developing their business and to find out the application of Blue Ocean strategies in developing creative industries at UD. Bintang Abadi Klampar Village, Proppo District of Pamekasan regency. The research method used is descriptive qualitative method through the blue ocean strategy approach. The results of this study stated that UD. Bintang Abadi Klampar Village, Proppo Sub district, Pamekasan Regency can implement the blue ocean strategy seen from the results of the Blue Ocean strategy idea index test through utilities, prices, costs and adoption of all above 50% stating that it has carried out the blue ocean strategy method. UD. Bintang Abadi Klampar Village, Proppo Sub district, Pamekasan District can be seen from its performance analysis, among others: business perspective, financial management perspective, customer perspective or creating potential and actual consumers, the perspective of empowering human resources has a huge role to implement Blue Ocean strategy in developing the industry creative. The draft strategy has fulfilled three characteristics of blue ocean strategy in creating a contested market space, namely focus, divergence, and an enchanting motto. Four steps of the Blue Ocean strategy framework are eliminating, reducing, increasing, and creating (create) the factors of the development of the creative industry already pay attention to the potential and non-potential factors that UD. Bintang Abadi Klampar Village, Proppo District, Pamekasan has.