ANALYSIS OF BLUE OCEAN STRATEGY (BOS) TO DETERMINE MARKETING ACTIVITY IN UD GARASS COMM

Abstract

The development of technology and knowledge that has a significant increase makes the competition among companies are fiercer. In order to compete with others, company management must manage the company well. Blue Ocean Strategy (BOS) is the right business strategy to be used to face such competition. The printing business became the object of observation in this study. This research aims to make the formulation of business strategy with Blue Ocean Strategy (BOS) approach and provide alternative solution of business development to management in accordance with the socio-cultural conditions of Yogyakarta. The results showed that there are several strategies to enhance the production efficiency by focusing on products that are easy to do. Maintaining quality and increasing product variations, utilizing the supplier network to find materials, strengthening the position on the market segment that has been entered. Alternative business development solutions can be done by maintaining and improving product quality, and enhancing managerial skills.