Abstract
The increasing competition in the business world requires a company to always make transformation not only to meet the company's targets but also for business sustainability or survival. The similar thing happened with PT.Aneka Digital Suksesindo which is one of the PMA (Foreign Investment Company) from China which is engaged in the distribution of electronic products made in China which is always innovating in order to maintain its existence in Indonesia. Some of its superior products are 1. Black Shark which is mobile gaming that offers maximum performance. It is a smart phone which is able to hold on for hours to play games and fast charging, 2. Amazfit Smartwatch is a smart watch from Xiaomi that can be used to monitor heart rate, real GPS time to record running track, speed and distance. This study aims to explain the implementation of the Blue Ocean Strategy in an effort to improve competitive advantage and also to determine the conditions of the internal and external environment through SWOT Analysis, namely Strength, Weakness, Opportunity, Threat (Threat) at PT. Aneka Digital Suksesindo. Based on the type of research that is descriptive research using a qualitative approach
Highlights
Indonesia is one of the markets having electronic sales (e-commerce) growing rapidly
Based on data from the Central Statistics Agency (BPS) it is known that the Indonesian e-commerce
Based on research data released by Google recorded in the 2018 SEA e-Conomy report, that the value of Indonesia's digital economy in 2018 reached US $ 27 billion or around Rp391 trillion, growing or increasing percentage to 500% from 2014
Summary
Indonesia is one of the markets having electronic sales (e-commerce) growing rapidly. Based on research data released by Google recorded in the 2018 SEA e-Conomy report, that the value of Indonesia's digital economy in 2018 reached US $ 27 billion or around Rp391 trillion, growing or increasing percentage to 500% from 2014. The rapid competition that is very felt requires companies to try to develop new and more effective strategies. In this case the Blue Ocean Strategy (BOS), which is a clean market structure without fierce competition, so that its existence is very important given the increasingly fierce business competition. Blue Ocean Strategy (BOS) through a framework and analytical tool, along with six principles, is a way out of a market that is starting to narrow and turning to new ones where companies can avoid fierce competition
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