Blue Ocean Strategy With Conjoint Analysis Approach Towards The Cooking Spice Products  

Oleh:

Amran, Tiena Gustina

Jenis: Article from Proceeding
Dalam koleksi: Proceeding The 7th International Seminar on Industrial Engineering and Management (7th ISIEM) di Bali, March 11th – 13th, 2014, page IM 23-29.
Topik: Blue Ocean strategy; instant spices; IPM diagram; conjoint analysis
Fulltext: Paper 24 Tiena G Amran Trisakti University.pdf (418.54KB)

Isi artikel

In order to survive in the uniform market condition, a company must develop its specific and appropriate strategy. By implementing the Blue Ocean Strategy, the company could pull itself out of the highly competitive market and dissociate itself from the competition. In Blue Ocean strategy, the market could be mapped in a strategy canvas. To develop the strategy further, a set of attributes like investment interest, customer satisfaction, and traditional and modern/instant spices’ customer preferences were needed.Conjoint analysis was the method used to measure the customer preferences with the aid of the IPM diagram. Based on the analysis conducted in this research, one attribute was eliminated, four attributes were reduced, four other were improved and four others were specially created to form the Blue Ocean strategy.

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