<![CDATA[The purpose of this study is to describe: the formulation of blue ocean strategy; the implementation of blue ocean strategy; and to analyse the perspective of red ocean traps in Amstirdam Coffee. This research applies the case study type with qualitative approach. There are 4 informants in this research. Indepth interview and non-participant observation are used to collect data. The data analysis uses Miles and Huberman Model. It is verificated by longer period of research, triangulation of data, and referential adequacy. The result of this research shows that: Formulation of blue ocean strategy has been well-applicated by Amstirdam Coffee, especially the effort of new market creation which is done by reconstruct market boundaries, ERRC Grid, 3 Tiers of Noncustomers, and strategic sequence, ; Implementation of blue ocean strategy has an excellent application by Amstirdam Coffee not only because its ability to overcome organization hurdles such as resource and motivation but also its integration of strategic implementation ; Some point of red ocean traps is inevitably although it tends to partially. Amstirdam Coffee should consider to renew their blue ocean strategy formulation. It also should learning about red ocean traps holistically in order to avoid red ocean competition. Keyword: Blue Ocean Strategy, Strategic Formulation, Strategic Implementation, Red Ocean Traps, Coffee Industry, Indonesia. ABSTRAK Penelitian ini bertujuan untuk mendeskripsikan: formulasi blue ocean strategy; implementasi blue ocean strategy; dan menganalisis pandangan red ocean traps pada Amstirdam Coffee. Penelitian ini menggunakan jenis penelitian studi kasus dengan pendekatan kualitatif. Terdapat 4 narasumber yang menjadi informan dalam penelitian ini. Metode pengumpulan data yang digunakan dalam penelitian ini adalah wawancara mendalam dan observasi non-partisipan. Analisis data menggunakan Model Miles dan Huberman (2014). Uji keabsahan data menggunakan perpanjangan penelitian, triangulasi data, dan kecukupan referensial. Hasil dari penelitian menunjukkan bahwa formulasi blue ocean strategy berjalan dengan baik, terutama keputusan Amstirdam Coffee menemukan pasar baru melalui tahapan rekonstruksi batasan pasar, skema ERRC, 3 tingkatan non-konsumen dan rangkaian strategis; Implementasi blue ocean strategy berjalan dengan baik karena Amstirdam Coffee mampu mengatasi rintangan organisasi seperti rintangan sumber daya dan rintangan motivasional serta mengintegrasikan implementasi strategi ; Terdapat beberapa poin red ocean traps yang dilakukan oleh Amstirdam Coffee meskipun hanya sebagian kecil. Amstirdam Coffee sebaiknya mempertimbangkan pembaharuan formulasi blue ocean strategy meskipun secara parsial dan memperbaiki pandangan yang berkaitan dengan red ocean traps agar tidak terjebak pada persaingan yang bersifat red ocean. Kata Kunci : Blue Ocean Strategy, Formulasi Strategi, Implementasi Strategi, Red Ocean Traps, Industri Kopi, dan Indonesia.]]>
