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All Journal MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah JAM : Jurnal Aplikasi Manajemen EMARA : Indonesian Journal of Architecture AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat ARTEKS : Jurnal Teknik Arsitektur YUME : Journal of Management Jurnal Entrepreneur dan Entrepreneurship Pena Justisia: Media Komunikasi dan Kajian Hukum International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) ABDI MASSA: Jurnal Pengabdian Nasional BIP'S : Jurnal Bisnis Perspektif Jurnal Locus Penelitian dan Pengabdian Journal of Islamic Education Management Golden Ratio of Data in Summary Jurnal Indonesia Sosial Teknologi Journal of Artificial Intelligence and Digital Business Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi International Journal of Review Management Business and Entrepreneurship EMARA : Indonesian Journal of Architecture As-Syirkah: Islamic Economic & Financial Journal
Eric Harianto
Universitas Ciputra Surabaya
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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Journal : Golden Ratio of Data in Summary

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Marketing Innovation Strategy Design to Increase Paper and Packaging Sales with the Blue Ocean Strategy Method: Case Study on Wijaya’s Paper Wijaya, Tarisna Aditya; Harianto , Eric
Golden Ratio of Data in Summary Vol. 5 No. 1 (2025): November - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i1.872

Abstract

Paper is an essential product in everyday life, in the last decade there has been a change with significant growth in the use of paper, namely the use of recycled paper with used paper waste materials. The use of used paper waste raw materials is carried out to continue to meet the need for paper; even though we have now entered the digitalization era, it cannot be denied that paper is still an essential need in supporting various daily activities. The use of kraft paper (recycled paper) is more in demand by several packaging manufacturers, apart from its environmentally friendly nature, aesthetic factors, and lower prices. Kraft paper is a favorite in the packaging world. This high opportunity does not align with Wijaya Paper's sales in the last two years (2022-2023). Wijaya Paper experienced a decline in turnover compared to 2019-2021 during the first 3 years of the company's establishment. The occurrence of tight market competition, with the implementation of the Ansoff Matrix strategy, with the implementation of Market Penetration and Cost Leadership, is no longer practical because many new competitors have emerged by offering lower prices with illegal goods, imported goods, and leftover roll goods. Through this study, we will discuss how to achieve cost efficiency using the Blue Ocean Strategy approach by identifying SWOT, Key Success Factor, ERRC, and Canvas Strategy so that it can produce the right innovation design for business entities. The research method used in this study is a qualitative triangulation study with informants consisting of internal management, loyal Wijaya Paper consumers, Wijaya Paper competitors, and experts represented by the Marketing Director of PT Adiprima Suraprinta. The results of this study are the design of marketing strategy innovations using the blue ocean strategy approach to increase paper and packaging sales at Wijaya Paper.
Co-Authors Abdurrahman, Gani Adinata, Faris Agustina Nancy Oktavia Aisah, Nurul Albazi, Uzair Alkistasari, Intan Alvin Livano Ari, Yufri Arifin Gustian Pramoko Arya Asraf Danarkusuma Azizurrohman, Muhammad Bawazir, Fatmah Cholid Benazir Fahim Christian Herdinata Damelina B. Tambunan Danarkusuma, Arya Asraf Daniel Martomanggolo Wonohadidjojo Denny Bernardus Denpharanto Agung Krisprimandoyo Dewi, Nyoman Diah Utari Dinata, Yuwono Martha Dwi Jusnita, Tias Dyah Kusuma Wardhani Dyah Kusuma Wardhani Edmond Rantung Elizabeth Gina Mitayanny Salim Endi Sarwoko Eny Soenardi Ermitajani Judi, Tjatur Fabiola Leoparjo Fahrul Riza Faiza Husnayeni Nahar Fariza, Rahma Febry, Timotius Helena Sidharta Ignatius Ivan Sulaksono Ilmi, Sayyidah Hafidhatul Ilyas, Gunawan Bata Indudewi, Febe Yuanita Ratna Irvan Afiat Ismirani Saputri Ivan Setiawan J.E. Sutanto J.E. Sutanto Jason Lianto, Timothy Johanes Tanzil Judi, Tjatur Ermitajani Kurniawan, Dedy Arik Lala Setiany Wee Liliana Dewi Limanta, Nicko Lookman, Cienthia Maimunah Johari Mas’ud, Riduan Maureen Nuradhi Mayasari, Ludmila Menny, Alviano Herbert Monica Natalia Muhammad Farich Romdhoni Nursaid Nursaid Nursaid Olasode, Tikristini Panjaitan, Felix Patrisia Amanda Pascarina Pitaloka, Ratih Dwinanda Raditya, Andreas Riduan Mas'ud Riduan Mas’ud Riduan Mas’ud Sakti Pamungkas, Anggada Salim, Elizabeth Gina Mitayanny Shofwan Naufal Akmal Siregar, Lusyana Sitepu, Rimenda Aminarosa Stevanus Christian Anggrianto Susan Susan Tambunan, Damelia Basauli Tania Susanti Tanjoyo, Catherine Teofilus Teofilus, Teofilus Tiyo Avianto Tri Cahyono Wee, Lala Setiany Wijaya, Patrick Natalion Wijaya, Tarisna Aditya Yulia Nur Hasanah Yusuf Ariyanto Yuwono Marta Dinata Yuwono Martha Dinata