IMPLEMENTASI PORTER’S GENERIC STRATEGIES DAN BLUE OCEAN STRATEGY PADA INDUSTRI MANUFAKTUR DALAM MENGHADAPI REVOLUSI INDUSTRY 4.0

Abstract

The purpose of this study is to analyze the implementation of Blue Ocean Strategy
by PT Sintra Sinarindo Elektrik in term of facing industry 4.0. This study also highlight the
development of management strategies that are constantly adjusted to the company's vision and
mission in terms of supporting the government and facing the entry of the industrial revolution
4.0 in Indonesia in 2018. The paradigm used in this study is post-positivism with qualitative
approach and descriptive research type. The method used in this study is case study by
conducting in-depth interviews with informants with natural settings. The technique of
collecting data is done by observation, interviews and literature studies. The data validity
checking technique used is by source triangulation and method triangulation. The
phenomenology approach is used to conduct in-depth analysis on PT Sintra Sinarindo Elektrik
that used Blue Ocean Strategy. This study also used Porter's Generic Strategies to find out how
this company make a business strategy in order to face the competition in industry 4.0. The
findings of this study are that PT Sintra Sinarindo Elektrik has implemented Cost Leadership
and Focus strategy in its business. The results of the observation also show that the Blue Ocean
Strategy is used by PT Sintra Sinarindo Elektrik in compiling corporate strategic planning
when companies take steps to participate in competing in the LBS industry as an alternative
strategy to face competition in industry 4.0.