Analisis Business Model Canvas pada Rock Hotel dengan Menggunakan Pendekatan Blue Ocean Strategy

Herdito, Vido (2018) Analisis Business Model Canvas pada Rock Hotel dengan Menggunakan Pendekatan Blue Ocean Strategy. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis model bisnis yang dijalankan oleh Rock Hotel dengan mengunakan metode Busines Model Canvas dan untuk memperoleh model bisnis yang baru melalui kerangka kerja empat langkah (hapuskan, kurangi, ciptakan, tingkatkan) yang dimiliki oleh Blue Ocean Strategy. Penelitian ini mengunakan metode deskriptif kualitatif. Metode pengumpulan data yang dilakukan dalam penelitian ini adalah wawancara, observasi, dan dokumentasi. Hasil dari analisis diketahui bahwa Rock Hotel sebagai pemain industri di hotel budget di Kota Surabaya sedang berada di red ocean. Maka dari itu, inovasi nilai diperlukan oleh Rock Hotel untuk dapat menciptakan posisi yang strategis dalam sebuah industri. Pengabungan Busines Model Canvas dengan kerangka kerja empat langkah (hapuskan, kurangi, ciptakan, tingkatkan) dimiliki oleh Blue Ocean Strategy menghasilkan inovasi nilai pada proposisi nilai Rock Hotel yaitu sebagai hotel budget busines yang menawarkanilai – nilai kekeluargan kepada segmen pelangan sat ini yaitu pebisnis dan wisatawan keluarga serta pelangan baru yaitu perusahan kecil, menengah pemula (startup).

English Abstract

The objective of this research is to analysexisting busines model of Rock Hotel by using Busines Model Canvas method and formulate new busines model by utilising Blue Ocean Strategy’s four actions framework (eliminate, reduce, create, raise). Thistudy used a descriptive qualitative method and colectedata through interviews, observation, andocumentation. The finding shows that Rock Hotel is curently in the red ocean condition. Rock Hotel neds to combine Busines Model Canvas with Blue Ocean Strategy’s four actions framework (eliminate, reduce, create, raise) to create strategic position in the industry. Rock Hotel as busines budget hotel can provide family values to theiregular costumer segments which consist of busines and traveler and new consist smal, medium startup company as their value inovation of value proposition.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/24/051801984
Uncontrolled Keywords: Analisistrategi, Busines Model Canvas, Blue Ocean Strategy, Kerangka Kerja Empat Langkah, Inovasi Nilai
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management > 658.401 2 Planning and policy making
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Yusuf Dwi N.
Date Deposited: 02 May 2018 03:18
Last Modified: 03 Nov 2021 01:59
URI: http://repository.ub.ac.id/id/eprint/10101
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