Determining Company’s Marketing Strategy Using Blue Ocean Strategy (Study Case: Gudeg Kaleng)

Abstract

The background of this research is due to intense competition between gudeg brands, causing some brands are left behind and collapse on its own. The big picture of this research is to explore the best marketing strategy to keep Gudeg Cans company survive and keep growing. Blue Ocean Strategy is used to achieve those goals. The proposed marketing strategy by using Blue Ocean results that Gudeg Cans Product should be more attractive in packaging, exist in more e-commerce and sells product with more interesting promos in order to increase the sales and continue to grow.