Abstract
Industrial competition in Indonesia is increasingly tight, and many organizations are competing and attempt to win the competition, it is called Red Ocean competition. Innovation is needed in business models by applied The Blue Ocean Strategy to overcome the red ocean condition. The Blue Ocean Strategies create new markets and create value innovations to dominate the uncontested market industry. Four-actions framework method is used in this research to analyze the Blue Ocean Strategy and strategy canvas to compare the competitor's strategy. A capability to create a value innovation is needed in the blue ocean strategy to support the strategies. The conclusion, we found that in each company, Airasia, and Gojek, those are three strategies, for the strategies from Airasia, those are all in one website, travel bazaar and all in one system, while gojek strategies those are Application (App), Non-cash payment and Additional services. For every strategy supported by the capabilities. IT-supported is seen in the All in one website strategy and the electronic systems, while in the Gojek IT-supported in the Application namely Gojek App And finally for the innovation value that company delivery almost similar both of them Airasia and Gojek create a strategy to make more offered services and at affordable prices.
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