PENDEKATAN BLUE OCEAN STRATEGY DALAM MENGHADAPI PERSAINGAN COFFEE SHOP DI JEMBER (Studi Kasus Coffee Shop Tipis Tipis)

This study aims to describe and the application of the Blue Ocean Strategy in facing competition in thin thin coffee shops. This is done using a descriptive method with a qualitative approach. Based on the type of research and documentation, observation data, interviews, literature study and documentation. The results obtained from this study indicate that the Thin Thin Coffee Shop applies the Blue Ocean Strategy by way of collaboration between competitors and educational principles so that it is able to reach a wider market. The researcher tries to devise a new strategy for value innovation using the strategy canvas analysis tool and a four-step framework. This new strategy can be a consideration for making decisions for new business strategies.
Keywords: Strategic Management, Blue Ocean Strategy, Competition