Marketing Strategy Through the Integration of Red Ocean and Blue Ocean Approaches in the Online Service Industry of PT. Gojek Indonesia: A Review

Authors

  • Aswan Nazairin IAI Darussalam
  • Noor Ainah IAI Darussalam
  • Halimah IAI Darussalam

Keywords:

Marketing strategy, Red Ocean, Blue Ocean, PT. Gojek Indonesia

Abstract

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

Brama Kumbara, V., & Andri Wijaya, R. (2020). ANALISIS STRATEGI PEMASARAN PADA PT GOJEK INDONESIA. 1(6). https://doi.org/10.31933/JIMT

Elviera, C. D. (2021). IMPLIKASI STRATEGI PEMASARAN PT GOJEK TERHADAP PERILAKU KONSUMEN. Jurnal Bisnis Net, 2722–3574.

Elyarni, R. (2016). Analisis SWOT Terhadap Strategi Pemasaran Layanan SAP Express pada PT. SAP. In Jurnal Metris (Vol. 17).

Jumhadi, O., Mulyani, A. S., Ekonomi, F., Bisnis, D., Sultan, U., & Tirtayasa, A. (2023). PERKEMBANGAN INDUSTRI TRANSPORTASI OJEK ONLINE DI ERA 5.0 DARI PT. GOJEK INDONESIA. In JCI Jurnal Cakrawala Ilmiah (Vol. 2, Issue 6). http://bajangjournal.com/index.php/JCI

Kim, W. C., & Mauborgne, R. (1997). Value Innovation: The Strategic Logic of High Growth. Harvard Business Review.

Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business School Press, Blue Ocean Strategyton, Massachusetts.

Kim, W. C., & Maubrogne, R. (2015). Blue Ocean Strategy.

Kotler, P., & Keller, K. lane. (2010). Manajemen Pemasaran. Erlangga.

L.C., K., Hannah, K., & Lewis, L. (2008). A pragmatic and holistic approach to strategic formulation through adopting balanced scorecard, SWOT analysis and blue ocean strategy – a case study of a consumer product manufacturer in China. International Journal of Managerial and Financial Accounting, 1(2), 127–146. https://doi.org/10.1504/IJMFA.2008.021238

Malihah, L. (2023). ANALISIS BAURAN PEMASARAN PADA HOME INDUSTRI WADAI KELEMBEN DESA TAMBAK ANYAR MARTAPURA MARKETING STRATEGY ANALYSIS ON HOME INDUSTRY WADAI KELEMBEN TAMBAK ANYAR VILLAGE MARTAPURA. Jurnal Ekonomika, 14.

Malihah, L., & Meilania, G. T. (2023). Analisis Pengaruh Brand Ambassador Blackpink Terhadap Minat Beli Produk Oreo. Jurnal Ilmu Sosial Dan Ilmu Politik (JISIP), 12(1), 220–232. www.publikasi.unitri.ac.id

Malihah, L., & Nazairin, A. (2024). Sampah Plastik Sachet Dalam Perspektif Pembangunan Berkelanjutan. YUME : Journal of Management, 7(1), 198–210.

Mubarak, Z., Faridah, R., Yuliani, R., Sukarni, & Fong, M. (2023). Does Sharia Dormitory Business Unit support Islamic University Sustainability? Market, Financial, and Maqashid Sharia Analysis. IKONOMIKA: Jurnal Ekonomi dan Bisnis Islam, 8(1), 37-52. doi:http://dx.doi.org/10.24042/febi.v8i1.15990

Pollard, W. E. (2005). Blue Ocean Strategy’s Fatal Flow. CMO Magazine.

Pratama, D. F. A. (2016). THE ANALYSIS OF MARKETING STRATEGY IMPLEMENTATION OF INDIHOME PRODUCT USING BLUE OCEAN STRATEGY THEORY (A Study at PT. Telekomunikasi Indonesia, Tbk. STO Klojen Malang). Jurnal Ilmiah Mahasiswa FEB, 4(2).

Pusparani, M. (2021). FAKTOR YANG MEMPENGARUHI KINERJA PEGAWAI (SUATU KAJIAN STUDI LITERATUR MANAJEMEN SUMBER DAYA MANUSIA). 2(4). https://doi.org/10.31933/jimt.v2i4

Qadir, A., Wahab, Z., & Nailis, W. (2017). Analis Penerapan Blue Oceans Strategy pada Service Marketing Mix terhadap Keputusan Penggunaan Jasa Gojek. JEMBATAN-Jurnal Ilmiah Manajemen Bisnis Dan Terapan, 14(1).

Samrin, & Irawan. (2021). Formulasi Blue Ocean Strategy : Studi Kasus Kopi Gayo di Kabupaten Takengon. Jurnal AKMAMI (Akuntansi Manajemen Ekonomi), 2(2), 410–420.

Shinta, L. (2013). Blue Ocean Vs Red Ocean. JURNAL KEUANGAN DAN PERBANKAN, 1(1), 46–66.

Suhendi, A. A. (2020). IMPLEMENTATION OF BLUE OCEAN STRATEGY (BOS) AT PT. ANEKA DIGITAL SUKSESINDO IN THE EFFORT TO INCREASE THE COMPETITIVE ADVANTAGE AGAINST THE COMPETITORS. 1(3). https://doi.org/10.38035/DIJEFA

Venyningtias Basuki, N., Sembiring, I. B., Valentino, A., Andarini, S., & Kusumasari, I. R. (2024). LITERATURE REVIEW: ANALISIS PENERAPAN BLUE OCEAN STRATEGY DAN RED OCEAN STRATEGY DALAM PERSAINGAN BISNIS. Neraca Manajemen, Ekonomi, 4(9), 16–26. https://doi.org/10.8734/mnmae.v1i2.359

Wajdi, M., Barata, F., Syamil, A., Prasetyani, D., Tunjungsari, H., Aliyyah, I., . . . Aseri, A. (2023). Exploring the role of supplier integration, customer integration on operational performance by mediating the SMEs supply chain flexibility. Uncertain Supply Chain Management, 11, 1851-1858. doi:10.5267/j.uscm.2023.6.006

Wijoyo, A., Jalal, A., Miranti, D., Aliansah, M., Velisa, S., & Kunci, K. (2023). Sistem Informasi Manajemen PT. Gojek Indonesia. JRIIN: Jurnal Riset Informatika Dan Inovasi, 1(4). https://journal.mediapublikasi.id/index.php/jriin

Yuliantri, K. (2017). SWOT dalam Menentukan Strategi Pemasaran pada PT Gojek Indonesia. Widya Cipta: Jurnal Sekretari Dan Manajemen, 1(1), 92–99.

Yusuf, M., Azhari, F., Amruzi, F., Wahidi, M., & Anafarhanah, S. (2022). Green Economy Financing According to Fiqh Al-Biah as Part of Maqashid Sharia. PENA JUSTISIA: Media Komunikasi dan Kajian Hukum, 21(1), 201-212. doi:http://dx.doi.org/10.31941/pj.v21i1.2725

Downloads

Published

2024-09-20