Value addition with Blue Ocean Strategy Approach at SMI Cosmetics of Indonesian PT Company

Abstract

PT. Budi Andhika Prima Ayudia is an industry engaged in cosmetics, the problem that will be discussed in this research is to increase product value with the aim of expanding market share, this problem was raised based on initial discussions with partners. The method that will be used is the blue ocean strategy approach. The blue ocean strategy has a 4-step framework consisting of eliminating, reducing, raising, and creating steps. This strategy is a business strategy that implements strategies by controlling market share that is not contested. This strategic approach is expected to provide alternative solutions and ideas to maintain the sustainability of this industry, and the industry can gradually implement the strategies formulated by researchers.