Implementasi Blue Ocean Strategy pada Produk Greenpaws dalam Upaya Peningkatan Profitabilitas PT Amerta Petfood Indonesia

Abstract

Penelitian ini bertujuan untuk menganalisis penerapan Blue Ocean Strategy pada produk GreenPaws sebagai upaya untuk meningkatkan profitabilitas PT Amerta Petfood Indonesia. Strategi ini difokuskan pada penciptaan nilai baru melalui value innovation yang mencakup penggunaan bahan baku alternatif berbasis maggot, formulasi klinis untuk gastrointestinal care, serta pendekatan distribusi dan pemasaran digital. Metode yang digunakan dalam penelitian ini meliputi Buyer Utility Map, Strategy Canvas, Four Actions Framework, Three Tiers of Non-Customers, Four Hurdles to Strategy Execution, dan analisis Cashflow. Hasil penelitian menunjukkan bahwa penerapan Blue Ocean Strategy berhasil menciptakan proposisi unique value, meningkatkan volume penjualan dari 75 menjadi 250 pcs per tiga bulan (peningkatan kuantitas 233,3%) dan profitabilitas dari Rp604.167 menjadi Rp3.892.222 (peningkatan keuntungan 544,3%). Hal ini menegaskan bahwa strategi tersebut berkontribusi positif dalam memperkuat daya saing serta mendukung keberlanjutan bisnis di industri pakan hewan yang kompetitif.

This study aims to analyze the implementation of the Blue Ocean Strategy on GreenPaws products as an effort to increase the profitability at PT Amerta Petfood Indonesia. This strategy focuses on creating new value through value innovation which includes the use of alternative maggot-based raw materials, clinical formulations for gastrointestinal care, and digital distribution and marketing approaches. The methods used in this study include Buyer Utility Map, Strategy Canvas, Four Actions Framework, Three Tiers of Non-Customers, Four Hurdles to Strategy Execution, and Cashflow analysis. The results of the study showed that the implementation of the Blue Ocean Strategy succeeded in creating a unique value proposition, increasing sales volume from 75 to 250 pcs every three months (increased quantity 233.3%) and profitability from IDR604,167 to IDR3,892,222 (increased profits 544.3%). This confirms that the strategy has a positive contribution in strengthening competitiveness and supporting business sustainability in the competitive animal feed industry.