| dc.description.abstract | Intense competition in business not only slashes profitability but can also
cause a slowdown in the growth of a company. Moreover, the competitive
advantage competitive strategy that is often used by many companies is no
longer sustainable. The disruptive era makes efforts to maintain competitive
advantage short-lived.The purpose of this research is to explore the Blue
Ocean Strategy approach to be able to leverage the long-term business strategy
for the land transporter company PT Lookman Djaja in order to become an
innovative family company and continue to grow across generations. This
research was conducted forsix monthsstarting from February 2021to July 2021.
The research was conducted using a qualitative descriptive method Creswell
(2014) with informants consisting of 3 members of the board of directors, 3
employees from the marketing, accounting and operational divisions, along
with 18 customers of PT Lookman Djaja who have a deep understanding of the
company. Testing the data in this study was carried out using the data
triangulation method. The results of this study are: 1) Strategy Canvas which
provides an overview of the current conditions of the competitive arena:
advantages and disadvantages of PT Lookman Djaja compared to its
competitors, 2) ERRC matrix where PT Lookman Djaja can simultaneously
eliminate, reduce, increase and create factors that offered to create value
innovation, 3) Three paths from the Six Paths Framework that can be
implemented by PT Lookman Djaja to reconstruct industry boundaries. In this
research, finally found a new innovation strategy are warehousing service,
multimode and information system. | en_US |
