Kumara, Norbertus Budhya (2024) BLUE OCEAN STRATEGY FOR REWORKED JACKET PRODUCT MARKETING TO CREATE NEW MARKET SPACE. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
Thriftshop X has experienced a decline in sales over the past six months due to the emergence of many competitors who offer a wider range of product variety and the recent ban on the sale of imported second-hand goods. These challenges have created a highly competitive environment, making it difficult for Thriftshop X to maintain its market position. The solution to these issues is to create a new market space, moving away from the saturated market. To achieve this, a Blue Ocean Strategy (BOS) was employed. This approach involved four principles of BOS: reconstructing market boundaries, focusing on the big picture, reaching beyond existing demand, and getting the strategic sequence right. This strategy was implemented through a detailed market analysis, utilizing customer feedback from questionnaires, and exploring innovative product designs. The research findings indicate that the implementation of the Blue Ocean Strategy has the potential to significantly improve Thriftshop X's sales. The results of this research include the reworked jacket innovation, customization options, and law compliance. These innovations meet the pre-defined critical success factors and align with the research objective, which is to increase sales.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Blue Ocean Strategy, reworked jackets, customization, thrift shop, sustainable fashion. |
| Subjects: | Industrial Engineering |
| Divisions: | Fakultas Teknologi Industri > Teknik Industri Internasional |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 20 Sep 2024 18:15 |
| Last Modified: | 20 Sep 2024 18:15 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/32439 |
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