Marketing Strategy Through the Integration of Red Ocean and Blue Ocean Approaches in the Online Service Industry of PT. Gojek Indonesia: A Review
Keywords:
Marketing strategy, Red Ocean, Blue Ocean, PT. Gojek IndonesiaAbstract
The online services industry in Indonesia has experienced rapid growth, accompanied by increasingly intense competition. PT. Gojek Indonesia, as one of the pioneers in this industry, faces the challenge of continuously innovating and maintaining its market position. In this context, it is crucial to explore effective marketing strategies to achieve competitive advantage and expand market share. This research examines marketing strategies through the integration of Red Ocean and Blue Ocean approaches within PT. Gojek Indonesia's online services sector. The aim of this study is to analyze the effectiveness of combining competitive (Red Ocean) and innovative (Blue Ocean) strategies in enhancing Gojek's competitiveness and expanding its market share amid the intensifying competition in the online services industry. The research method employed is a literature review, involving the collection and analysis of secondary data from various reputable sources, including scientific journals, industry reports, and company publications. Through this analysis, the study seeks to identify best practices and innovations that Gojek has implemented in developing effective marketing strategies. The findings indicate that the integration of Red Ocean and Blue Ocean strategies provides significant competitive advantages for Gojek. The Red Ocean strategy enables Gojek to withstand intense competition by leveraging internal strengths and operational efficiency. Meanwhile, the Blue Ocean approach allows Gojek to create new value through service innovation and product diversification, which in turn broadens its customer base and enhances customer loyalty. The study concludes that the combination of Red Ocean and Blue Ocean strategies can serve as an effective model for other companies in the online services industry seeking to remain competitive and innovative in a dynamic market. The practical implications of this research include strategic recommendations for Gojek's management and the online services industry at large, advocating for the adoption of a holistic and sustainable marketing approach.References
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