Blue Ocean Strategy in Healthy Bakeries in Bali
DOI:
https://doi.org/10.38035/dijefa.v7i2.6808Keywords:
Blue Ocean Strategy, Healthy Bakery, Value Innovation, Four Actions Framework, Competitive AdvantageAbstract
This study aims to analyze the implementation of the Blue Ocean Strategy in healthy bakeries in Bali in creating new market spaces and sustainable competitive advantages. The research employed a qualitative approach using a case study method at Oka’s Bakery & Cafe, Finnfit Bakery, and Bali Buda. The findings reveal that the three bakeries successfully established new market spaces grounded in the healthy lifestyle trend through value innovation, product differentiation, and enhanced customer experience. Finnfit Bakery demonstrated the strongest strategy in developing a niche market based on the concept of a fitness-oriented bakery, while Bali Buda excelled in emotional branding and sustainability practices. Oka’s Bakery illustrated a transformation process from a conventional bakery into a health-oriented bakery business. The study further indicates that value innovation occurs not only at the product level but also within the dimensions of consumption experience and the lifestyle meanings offered to customers. The competitive advantages possessed by healthy bakeries in Bali are characterized as valuable, rare, inimitable, and non-substitutable.
References
Ananda, D., Setiawan, A., & Nugroho, H. (2021). Strategi Inovasi Produk Makanan Ringan dengan Blue Ocean Strategy. Jurnal Inovasi Pangan, 8(1), 45–57.
Anggraini, R., & Ridwan, A. (2020). Roti Fermentasi Lokal sebagai Strategi Blue Ocean Strategy. Jurnal Kuliner Indonesia, 6(2), 34–42.
Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Fauzan, H., & Halim, T. (2021). Diferensiasi Produk UKM Melalui Bahan Baku Lokal. Jurnal Ekonomi Kreatif, 4(3), 23–32.
Fitria, L., & Maulidya, R. (2023). Strategi Blue Ocean Strategy pada Usaha Vegan Bakery. Jurnal Pangan Dan Gaya Hidup, 7(1), 56–67.
Handayani, A., & Rahmadani, S. (2020). Evolusi Gaya Hidup Konsumen Bakery. Jurnal Perilaku Konsumen, 2(1), 10–19.
Hartono, B., & Lestari, I. (2020). Strategi Blue Ocean Strategy di UMKM Bakery. Jurnal Manajemen Strategis, 9(1), 14–28.
Kim, W. Chan., & Mauborgne, R. (2015). Blue Ocean Strategy : How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business Review Press.
Kotler, P. T., & Keller, K. L. (2016). Marketing Management, 15th Edition (15th ed.). Pearson Education.
Kusuma, A., & Sari, R. (2023). Customer Engagement dalam Bisnis Roti. Jurnal Inovasi Layanan, 5(2), 20–33.
Larasati, D., & Hidayat, A. (2023). Inovasi Bisnis Makanan Sehat pada Era Pascapandemi. Jurnal Strategi Bisnis Modern, 5(2), 44–58.
Maulana, R., & Fitriani, D. (2021). Hambatan Implementasi Blue Ocean Strategy dalam Industri UKM. Jurnal Pengembangan UMKM, 4(2), 12–25.
Miles, M. B. ., Huberman, A. M. ., & Saldaña, Johnny. (2014). Qualitative Data Analysis : a Methods Sourcebook. SAGE Publications, Inc.
Nugraheni, S., & Prabowo, A. (2022). Pengalaman Pelanggan di Bakery Modern. Jurnal Retail Inovatif, 3(1), 44–58.
Pine, B. Joseph., & Gilmore, J. H. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Harvard Business School Press.
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press ; Collier Macmillan.
Rahmawati, N., & Pratama, H. (2023). Model Bisnis Digital pada Usaha Roti. Jurnal Teknologi Pemasaran, 4(3), 36–50.
Santosa, R., & Wijayanti, S. (2022). Blue Ocean Strategy dalam Model Bisnis Pre-order Bakery. Jurnal Inovasi UKM, 5(1), 19–30.
Schmitt, B. (2011). Experience Marketing: Concepts, Frameworks and Consumer Insights. Foundations and Trends in Marketing, 5(2), 55–112. https://doi.org/10.1561/1700000027
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2–3), 172–194. https://doi.org/10.1016/j.lrp.2009.07.003
Utami, N., Prasetyo, H., & Lestari, M. (2022). Inovasi produk bakery sehat sebagai strategi Blue Ocean Strategy. Jurnal Kesehatan Dan Makanan, 6(2), 41–53.
Wahyuni, H., & Fitri, A. (2021). Blue Ocean Strategy dan Pemasaran Digital Produk Roti. Jurnal Inovasi Digital, 5(1), 12–23.
Widyaningsih, M. (2021). Blue Ocean Strategy dalam Diferensiasi Roti Tradisional. Jurnal Kewirausahaan Indonesia, 4(1), 25–36.
Wijayanti, R., & Saputra, E. (2023). Personalisasi Produk dalam Bisnis Roti. . Jurnal Pelayanan Inovatif, 3(2), 55–66.
Wulandari, R., & Kurniawan, F. (2021). Digitalisasi Layanan Bakery di Era Milenial. Jurnal Teknologi Konsumen, 2(2), 67–78.
Yin, R. K., & Campbell, D. T. (2018). Case Study Research and Applications: Design and Methods. SAGE Publications, Inc.
Yulianti, N., & Putra, D. (2020). Analisis Blue Ocean Strategy pada Bisnis Kuliner. Jurnal Strategi UKM, 6(1), 30–45.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods (9th ed.). South-Western Cengage Learning.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Dewa Ayu Iva Kayana Putri
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
