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Abstract
Paper is an essential product in everyday life, in the last decade there has been a change with significant growth in the use of paper, namely the use of recycled paper with used paper waste materials. The use of used paper waste raw materials is carried out to continue to meet the need for paper; even though we have now entered the digitalization era, it cannot be denied that paper is still an essential need in supporting various daily activities. The use of kraft paper (recycled paper) is more in demand by several packaging manufacturers, apart from its environmentally friendly nature, aesthetic factors, and lower prices. Kraft paper is a favorite in the packaging world. This high opportunity does not align with Wijaya Paper's sales in the last two years (2022-2023). Wijaya Paper experienced a decline in turnover compared to 2019-2021 during the first 3 years of the company's establishment. The occurrence of tight market competition, with the implementation of the Ansoff Matrix strategy, with the implementation of Market Penetration and Cost Leadership, is no longer practical because many new competitors have emerged by offering lower prices with illegal goods, imported goods, and leftover roll goods. Through this study, we will discuss how to achieve cost efficiency using the Blue Ocean Strategy approach by identifying SWOT, Key Success Factor, ERRC, and Canvas Strategy so that it can produce the right innovation design for business entities. The research method used in this study is a qualitative triangulation study with informants consisting of internal management, loyal Wijaya Paper consumers, Wijaya Paper competitors, and experts represented by the Marketing Director of PT Adiprima Suraprinta. The results of this study are the design of marketing strategy innovations using the blue ocean strategy approach to increase paper and packaging sales at Wijaya Paper.
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References
- Chopra, & Meindi. (2007). Supply Chain Management: Strategy, Planning and Operation. New Jersey: Prentice Hall.
- Harianto, E., & Lookman, C. D. (2021). Implementing Blue Ocean Strategy for long-term business strategy in land transporter companies in Indonesia.
- Lestari, Antono, & Ayun. (2020). Sustainable competitive advantage strategy. Public Health of Indonesian Journal, 10-20.
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- Rohman, A. F., & Faddila, S. P. (2023). Analisis Strategi Pemasaran Pada Percetakan Cipta Ratu. Jurnal Ekonomi dan Manajemen, 3(3), 34-51
- Romli, M. E. (2020). Strategi Pemasaran Perguruan Tinggi Swasta. Jurnal Media Wahana Ekonomika, 16(4), 296-302
- Rovelli, P., Ferasso, M., Massis, A., & Kraus, S. (2021). Thirty Years of Research in Family Business Journals: Status Quo and Future Directions. Journal of Family Business Strategy, 1-17
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References
Chopra, & Meindi. (2007). Supply Chain Management: Strategy, Planning and Operation. New Jersey: Prentice Hall.
Harianto, E., & Lookman, C. D. (2021). Implementing Blue Ocean Strategy for long-term business strategy in land transporter companies in Indonesia.
Lestari, Antono, & Ayun. (2020). Sustainable competitive advantage strategy. Public Health of Indonesian Journal, 10-20.
Miller, Amore, Breton, Minichilli, & Quarato. (2018). Strategic Distinctiveness in Family Firm Institutional Heterogeneity and Configurational Multidimensionality. Journal of Family Business Strategy, 16-26.
Qi, Y., Zhao, X., & Sheu, C. (2011). The Impact of Competitive Strategy and Supply Chain Strategy on Business Performance: The Role of Environmental Uncertainty. Decision Sciences, 371–389
Rohman, A. F., & Faddila, S. P. (2023). Analisis Strategi Pemasaran Pada Percetakan Cipta Ratu. Jurnal Ekonomi dan Manajemen, 3(3), 34-51
Romli, M. E. (2020). Strategi Pemasaran Perguruan Tinggi Swasta. Jurnal Media Wahana Ekonomika, 16(4), 296-302
Rovelli, P., Ferasso, M., Massis, A., & Kraus, S. (2021). Thirty Years of Research in Family Business Journals: Status Quo and Future Directions. Journal of Family Business Strategy, 1-17
Sari, A. P., Anggraini, D. D., Sari, M. H. N., Gandasari, D., Siagian, V., Septarini, R. S., ... & Simarmata, J. (2020). Kewirausahaan dan bisnis online
Subanidja & Aiaz. (2016). Human Capital Development Strategy for Superior Organizational Performance. International Journal of Advanced Research, 257–260.
Suparmoko, M., Meidyustiani, R., & Kuncoro, A. W. (2018). Model Penerapan Green Education Pada Pendidikan Nasional (Kasus: Pola Penggunan Kertas Pada Penulisan Tugas Akhir Di Universitas Budi Luhur Jakarta). Jurnal Ekonomika dan Manajemen, 7(1), 1-14.