KATA PENGANTAR - Mama Roz, Konsep Baru Produk/Layanan Jus Buah: Blue Ocean atau Red Ocean Strategy - Binus e-Thesis

  Puji syukur kami panjatkan kepada Tuhan Yang Maha Esa. Tiada cukup kata untuk mengucapkan, tiada cukup karya untuk melukiskan, dan tiada cukup daya untuk memuji atas segala karunia yang telah Engkau berikan dalam sepanjang hidup kami.

  Selain itu, kami pun juga menyadari, telah banyak pihak yang turut berperan serta memberikan dukungan sampai karya ini dapat terwujud. Maka dalam kesempatan ini dari lubuk hati kami yang terdalam, kami ingin mengucapkan terima kasih dan memberikan penghargaan yang sebesar-besarnya kepada:

  1. Kedua orang tua terkasih hati kami, sebagai motivator dan sumber kasih sayang dalam hidup kami. Doa dan dukungan Papa dan Mama telah membuat kami berhasil menyelesaikan tesis ini.

  2. Amalia E. Maulana, Ph.D., sebagai pembimbing dalam menyelesaikan tesis ini.

  Nasihat dan perhatian Anda menyempurnakan hasil karya kami.

  3. Hendrik Setiawan, selaku pemilik Mama Roz dan penguji yang telah bersedia mendukung pembuatan tesis kami.

  4. Seluruh pegawai Mama Roz, yang telah menyediakan data dan informasi yang kami perlukan selama proses pembuatan tesis ini.

  5. Seluruh konsumen dan business partner Mama Roz, yang dengan tulus berbagi informasi dan pengalaman yang kami perlukan dalam proses pembuatan tesis ini.

  6. Rekan Group Field Project. Kebersamaan Anda meringankan segala hambatan dan tantangan.

  7. Seluruh teman-teman kelas BiNus Business School 07T2. Dukungan, semangat, dan keceriaan Anda memberikan inspirasi dan memperkuat tekad kami.

  8. Dan rekan-rekan yang tidak dapat kami sebut satu persatu. Terima kasih atas kebersamaan yang telah terjalin selama ini dan selamanya. sebagai pendukung perkembangan ilmu pengetahuan. Kiranya, karya sederhana ini dapat bermanfaat bagi banyak pihak dan dapat ditumbuh kembangkan pada masa-masa yang akan datang.

  Jakarta, 27 Januari 2009 Team GFP

  ABSTRAK Blue Ocean Strategy adalah strategi diferensiasi yang digunakan oleh Mama Roz

dalam memasarkan produknya. Setelah berjalan kurang lebih 4 tahun, diperlukan

pengujian terhadap implementasi strategi marketing tersebut, apakah Blue Ocean yang ditemukan oleh Mama Roz benar dan relevan. Dalam penelitiannya untuk menguji opini

market terhadap implementasi strategi marketing Mama Roz, maka penulis

menggunakan penelitian kualitatif. Untuk mendapatkan temuan yang lebih mendalam, digunakanlah teknik etnografi. Dengan teknik etnografi dapat ditemukan hal-hal yang tak terlihat dibandingkan dengan teknik-teknik penelitian lainnya. Dari hasil penelitian ini dapat disimpulkan bahwa benar value yang diberikan Mama Roz memang mewakili situasi pasar dan menggambarkan dengan tepat tentang needs dan wants dari target audiencenya, namun kurang optimal dan cenderung semakin mengarah ke Red Ocean Strategy. Untuk itu akan ditawarkan beberapa alternatif solusi yang dapat digunakan

untuk membantu Mama Roz mempertahankan dan lebih fokus dalam

mengimplementasikan Blue Ocean Strategy.

  Kata kunci : strategi marketing, blue ocean strategy, red ocean strategy, etnografi, uji.

  DAFTAR ISI

  Judul Tesis ............................................................................................................................i Pernyataan Tesis ...................................................................................................................ii Persetujuan Pembimbing Tesis .............................................................................................iii Motto Penulis ........................................................................................................................iv Kata Pengantar ......................................................................................................................v Abstrak ..................................................................................................................................vii Daftar Isi ...............................................................................................................................viii Daftar Tabel ..........................................................................................................................xi Daftar Foto ............................................................................................................................xii Daftar Gambar ......................................................................................................................xiii

  Bab I. Pendahuluan ................................................................................................................1

  1.1. Latar Belakang ........................................................................................................1

  1.1.1. Industri Minuman Jus di Jakarta .....................................................................2

  1.1.2. Mama Roz .......................................................................................................6

  1.1.3. Mama Roz vs Other Brands ............................................................................8

  1.2. Rumusan Masalah ...................................................................................................9

  1.3. Tujuan Penelitian .....................................................................................................9

  1.4. Manfaat Penelitian ...................................................................................................10

  1.5. Ruang Lingkup Penelitian........................................................................................10

  Bab II. Landasan Teori ..........................................................................................................11

  2.1. Blue Ocean Strategy ...............................................................................................11

  2.1.1. Konsep Strategi ...............................................................................................11

  2.1.2. Blue Ocean versus Red Ocean ........................................................................14

  2.1.3. Prinsip Strategi .................................................................................................17

  2.1.3.1. Prinsip Perumusan Strategi ..............................................................17

  2.1.3.2. Prinsip Eksekusi/Pelaksanaan Strategi ............................................19

  2.1.4. Kerangka Kerja dan Alat Analisis ..................................................................21

  2.1.4.1. Kerangka Kerja Enam Langkah (six paths framework) ...................21

  dan Skema Hapuskan-Kurangi-Tingkatkan-Ciptakan (ERRC grid) ......................................................................................25

  3.2.1. Alasan Menggunakan Metode Etnografi ........................................................45

  3.4.4. Analisis Konseptual ........................................................................................51

  3.4.3. Analisis Strategi Blue Ocean ..........................................................................50

  3.4.2. Analisis Temuan Etnografi ...... .......................................................................50

  3.4.1. Analisis Stakeholder .......................................................................................50

  3.4. Teknik Analisis Data ..............................................................................................50

  3.3.2. Responden Penelitian .......................................................................................49

  3.3.1.2. Data Primer ......................................................................................49

  3.3.1.1. Data Sekunder ..................................................................................48

  3.3.1. Sumber Data ....................................................................................................48

  3.3. Teknik Pengumpulan Data .....................................................................................48

  3.2.2. Teknik Etnografi .............................................................................................46

  3.2. Metode Penelitian ...................................................................................................45

  2.1.4.3. Kanvas Strategi (strategy canvas) dan Kurva Nilai (value curve) .....................................................................................27

  3.1. Alur Proses Penelitian ............................................................................................43

  Bab III. Metodologi Penelitian .............................................................................................43

  2.6. Atribut Kepercayaan ....................... .......................................................................41

  2.5. Industri Jasa ............................................................................................................41

  2.5. Analisis SWOT .......................................................................................................38

  2.4. Customer Segmentation ...........................................................................................38

  2.3. Consumer Insights ..................................................................................................37

  2.2. Product Levels .........................................................................................................34

  2.1.4.6. Enam Tahapan Siklus Pengalaman Pembeli (buyer utility map) .............................................................................32

  2.1.4.5. Tiga Tingkatan Nonkonsumen (the 3 tiers) .....................................31

  2.1.4.4. Peta Pioneer-Migrator-Settler (the PMS map) ................................29

  3.4.5. Analisis SWOT ...............................................................................................51

  3.5.1. Objek Penelitian ..............................................................................................51

  3.5.2. Waktu Penelitian .............................................................................................51

  3.5.3. Lokasi Penelitian .............................................................................................52

  Bab IV. Temuan dan Analisis ...............................................................................................53

  4.1. Analisis Stakeholder Mama Roz ............................................................................53

  4.2. Analisis Temuan Etnografi .....................................................................................54

  4.2.1. Analisis Temuan Data Sekunder Mama Roz ..................................................54

  4.2.2. Analisis Temuan Data Primer Mama Roz ......................................................60

  4.3. Analisis Strategi Blue Ocean pada Mama Roz .......................................................84

  4.4. Analisis Konseptual pada Mama Roz .....................................................................95

  4.4.1. Product Levels pada Mama Roz ......................................................................95

  4.4.2. Customer Segmentation pada Mama Roz ........................................................97

  4.5. Analisis SWOT Mama Roz ....................................................................................98

  Bab V. Kesimpulan dan Rekomendasi .................................................................................109

  5.1. Kesimpulan .............................................................................................................109

  5.2. Rekomendasi ..........................................................................................................112

  5.3. Action Plans ...........................................................................................................113 Daftar Acuan .........................................................................................................................117 Daftar Pustaka .......................................................................................................................118 Lampiran ...............................................................................................................................120

  Lampiran 1: Data Sekunder – Melalui Netnografi (Internet Browsing) ........................120 Lampiran 2: Data Sekunder – Advertising Series Mama Roz .......................................132 Lampiran 3: Gimmick Mama Roz ..................................................................................151 Lampiran 4: Formulir Pemesanan Mama Roz .............................................................152 Lampiran 5: Data Primer – Netnografi (Mailing List) ..................................................153 Lampiran 6: Data Primer – Digital Etnografi ...............................................................156 Lampirab 7: Komunikasi Buavita ..................................................................................157

  Riwayat Hidup Penulis .........................................................................................................159

  DAFTAR FOTO

  Foto L.1. Advertisment pada Banner ....................................................................................149 Foto L.2. Advertisment pada Billboard ................................................................................150 Foto L.3. Digital Etnografi Foto Dr. Phill ............................................................................156

  DAFTAR TABEL

Table 1.1. Mama Roz vs Other Brands ................................................................................8Tabel 2.1. Blue Ocean Strategy versus Red Ocean Strategy ................................................16Tabel 2.2. Peta Utilitas Pembeli (Buyer Utility Map) ...........................................................33Tabel 4.1. Tren Konsumen Mama Roz 2004 – 2008 ............................................................55Tabel 4.2. Tren Varian Produk Mama Roz 2004 – 2008 .......................................................56Tabel 4.3. Buyer Utility Map ................................................................................................94

  Tabel L.1. Netnografi Email Arvan Jacobus ........................................................................153 Tabel L.2. Netnografi Email Listanto ...................................................................................154 Table L.3. Netnografi Email Efriel Lydia .............................................................................155

  DAFTAR GAMBAR

Gambar 2.1. Upaya Bersamaan Dalam Mengejar Diferensiasi dan Biaya Rendah ..............12Gambar 2.2. Rangkaian Strategi Blue Ocean .......................................................................18Gambar 2.3. Empat Rintangan (The Four Hurdles) .............................................................20Gambar 2.4. Kerangka Kerja Empat Langkah (The Four Actions Framework) ..................26Gambar 2.5. Skema Hapuskan-Kurangi-Tingkatkan-Ciptakan (The ERRC Grid) ...............27Gambar 2.6. Kanvas Strategi (Strategy Canvas) dan Kurva Nilai (Value Curve) ................28Gambar 2.7. Peta Pioneer-Migrator-Settler (The PMS Map) ...............................................30Gambar 2.8. Tiga Tingkatan Konsumen (The 3 Tiers) .........................................................31Gambar 2.9. Product Levels ..................................................................................................35Gambar 2.10. SWOT Analysis Framework ...........................................................................39Gambar 2.11. SWOT / TOWS Matrix ...................................................................................40Gambar 3.1. Alur Proses Penelitian ......................................................................................44Gambar 4.1. Stakeholder Mama Roz ....................................................................................53Gambar 4.2. Mama Roz Top 5 Favorite Product Variance 2004 – 2008 .............................58Gambar 4.3. Tren Tempat Pengantaran Mama Roz 2004 – 2008 .........................................59Gambar 4.4. Tren Retail Distribution Mama Roz 2004 – 2008 ............................................60Gambar 4.5. Temuan Etnografi dari Perusahaan Mama Roz ................................................61Gambar 4.6. Temuan Etnografi dari Konsumen Mama Roz .................................................69Gambar 4.7. Temuan Etnografi dari Peminum Jus Selain Mama Roz ..................................78Gambar 4.8. Temuan Etnografi dari Pihak Retailer Mama Roz ...........................................83Gambar 4.9. ERRC Grid ........................................................................................................89Gambar 4.10. Rekonstruksi Nilai oleh Mama Roz ................................................................91Gambar 4.11. Analisis Product Levels pada Mama Roz .......................................................96Gambar 4.12. Atribut Mama Roz ..........................................................................................100

  Gambar L.1. Netnografi Telusuri dengan Google – 1 ..........................................................120 Gambar L.2. Netnografi Telusuri dengan Google – 2 ..........................................................121 Gambar L.3. Netnografi Homepage Mama Roz ...................................................................122 Gambar L.4. Netnografi What I Think About… – 1 .............................................................123 Gambar L.5. Netnografi What I Think About… – 2 .............................................................124

  Gambar L.6. Netnografi Amphiby Word Press – 1 ..............................................................125 Gambar L.7. Netnografi Amphiby Word Press – 2 ..............................................................126 Gambar L.8. Netnografi Ads on Indonesian Magazine ........................................................126 Gambar L.9. Netnografi My Scrapbook ................................................................................127 Gambar L.10. Netnografi Clear After Hours – 1 ..................................................................128 Gambar L.11. Netnografi Clear After Hours – 2 ..................................................................129 Gambar L.12. Netnografi Majalah Pengusaha – 1 ................................................................130 Gambar L.13. Netnografi Majalah Pengusaha – 1 lanjutan ..................................................131 Gambar L.14. Netnografi Majalah Pengusaha – 2 ................................................................131 Gambar L.15. Advertisement pada Majalah Ad Info – cover depan ......................................132 Gambar L.16. Advertisement pada Majalah Ad Info – cover belakang .................................133 Gambar L.17. Advertisement pada Majalah Ranchnews ......................................................134 Gambar L.18. Advertisement pada Brochure Bagian Depan – 1 ..........................................135 Gambar L.19. Advertisement pada Brochure Bagian Depan – 2 ..........................................136 Gambar L.20. Advertisement pada Brochure Bagian Depan – 3 ..........................................137 Gambar L.21. Advertisement pada Brochure Bagian Depan – 4 ..........................................138 Gambar L.22. Advertisement pada Brochure Bagian Depan – 5 ..........................................139 Gambar L.23. Advertisement pada Brochure Bagian Belakang ...........................................140 Gambar L.24. Advertisement pada Leaflet – Congratulation ...............................................141 Gambar L.25. Advertisement pada Leaflet – Birthday ..........................................................142 Gambar L.26. Advertisement pada Leaflet – Newborn .........................................................143 Gambar L.27. Advertisement pada Leaflet – Thank You ......................................................144 Gambar L.28. Advertisement pada Leaflet – Christmas .......................................................145 Gambar L.29. Advertisement pada Leaflet – Gong Xi Fat Chai ...........................................146 Gambar L.30. Advertisement pada Leaflet – Idul Fitri .........................................................147 Gambar L.31. Advertisement pada Menu Card – bagian depan ............................................148 Gambar L.32. Advertisement pada Menu Card – bagian belakang .......................................148 Gambar L.33. Gimmick Mama Roz ......................................................................................151 Gambar L.34. Formulir Pemesanan Parcel ..........................................................................152 Gambar L.35. Buavita-1 ........................................................................................................157

  GambarL.37. Buavita-3 .........................................................................................................158