Additional Value Through The Implementation of Blue Ocean Strategy In Gerabah Businesses In Takalar Regency

Abstract

The purpose of this research is to examine the added value of the gerabah business by implementing the Blue Ocean Strategy (BOS). The study used descriptive qualitative analysis based on four frameworks and six BOS principles. The results showed the implementation of BOS to create added value with the stages (1) eliminating rogue retailer networks; (2) Reducing less desirable production; (3) Improve retailer management, product quality control, and product design; (4) Creating social media (website) and conducting exhibition to exhibition in marketing channels. Then apply six principles, namely, (1) revising the market, design characteristics, quality and service flexibility, as well as adjusting trends in the imported gerabah business; (2) flexible business creativity; (3) Optimization of demand services; (4) Business operations with the criteria of utility for buyers, prices, costs, and adoption; (5) Changes in perspective on the owner of the pottery business; (6) Integrase strategy execution on an ongoing basis.