INOVASI NILAI DALAM KERANGKA PERGERSERAN SAMUDERA BIRU (BLUE OCEAN SHIFT) PADA INDUSTRI KACA LEMBARAN DI INDONESIA
Unduhan
ABSTRAKPersaingan di pasar kaca lembaran di Indonesia sejak tahun 2015 semakin berat dengan masuknya kaca impor dari luar. Pesatnya laju impor kaca yang masuk ke Indonesia disebabkan oleh setidaknya dua faktor, pertama karena diberlakukannya pakta perdagangan bebas di Asia Tenggara dan kedua karena ekspansi pabrik kaca China yang membangun pabrik-pabrik baru di wilayah Asia Tenggara, khususnya di Malaysia. Sebagian besar kaca impor yang masuk ke Indonesia adalah kaca komoditas dengan harga lebih rendah dibandingkan dengan produk lokal, sementara industri kaca lembaran lokal mengalami kesulitan untuk menurunkan harga karena struktur biaya produksi sudah terlanjur tinggi. Penelitian ini bertujuan untuk mengeksplorasi konsep dasar strategi yang dilakukan oleh perusahaan kaca lembaran lokal dalam menghadapi persaingan di pasar kaca lembaran berdasarkan konsep inovasi nilai dalam kerangka "pergeseran samudra biru". Metode penelitian yang digunakan adalah studi kasus dengan melakukan studi lapangan secara mendalam pada perusahaan kaca lembaran lokal yang berbasis di Indonesia. Hasil penelitian menunjukkan bahwa Strategi Samudra Biru lebih tepat digunakan dalam menghadapi persaingan di pasar kaca lembaran saat ini dibandingkan dengan strategi generik Porter yang saat ini digunakan oleh PT Alpha Glass. Dengan demikian penelitian ini diharapkan dapat memberikan wawasan mengenai implementasi Strategi Samudra Biru pada industri kaca secara lengkap dan komprehensif bagi manajemen Alpha Glass dalam menentukan arah strategi kedepannya. Kata kunci: Inovasi Nilai, Industri Kaca Lembaran, Pergeseran Samudra Biru
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