A Proposed Business Model Innovation Using Blue Ocean Strategy Approach for Kiumarket in The Post-Pandemic Era DOI Open Access

Ilya Almira Zahrani,

Eko Agus Prasetio

International Journal of Current Science Research and Review, Год журнала: 2023, Номер 06(12)

Опубликована: Дек. 12, 2023

Kiumarket, a local brand in the home fragrance industry, encountered significant challenges evolving post-pandemic market landscape. Known for its diverse range of aromatic products, including scented candles, diffusers, and sprays, Kiumarket faced declining sales due to shift consumer habits, as people began spending less time at home. The also saw an influx new competitors, leading increased competition necessitating strategic reevaluation Kiumarket’s product offerings pricing strategies. Furthermore, changing preferences towards specific scents qualities demanded more targeted approach range. research aimed address these by exploring effective strategies that would enable adapt secure sustainable competitive advantage. primary focus was on assessing effectiveness business model strategy distinctive positioning market, transformative role innovative creation differentiation enhancing value proposition, impact such brand’s penetration, profitability, long-term viability. Employing Blue Ocean Strategy framework, delved into current scenarios using analytical tools like Porter’s Five Forces Business Model Canvas. This comprehensive helped understanding intricate dynamics, competitor behaviors, dominant propositions. Canvas pivotal analyzing landscape, identifying factors, uncovering potential opportunities. Innovative thinking encouraged through application Four Actions Framework ERRC Grid, focusing reconstructing strategy. A variety methods were utilized, in-depth industry reports analysis, surveys, interviews, group discussions. Tools SPSS ensured accuracy reliability data analysis. study incorporated instruments Buyer Utility Map Three Tiers Noncustomers, enabling deep exploration opportunities insights buyer personas. findings underscored necessity differentiate maintain consistent quality, enhance customer satisfaction. It suggested overhaul line, coupled with strong engagement, be crucial. Additionally, targeting non-customers innovating emerged vital tap segments.

Язык: Английский

The Role of Purchase Intention on the Effect of Company Image, CSR, Promotion and Brand Image on Tokopedia Purchase Decisions in Surabaya and Sidoarjo DOI Creative Commons

Ponta Dewa Saktiawan,

Soni Harsono

Studies In Technology and Education, Год журнала: 2024, Номер 3(2), С. 10 - 24

Опубликована: Май 5, 2024

Online shopping marketing strategy requires some efforts for increasing the purchasing decision by customers. Therefore, understanding factors which affect such if important. This study explores effects of company image, Corporate Social Responsibility (CSR), promotions, and brand image on decision. The data were collected from 123 respondents customers Tokopedia online business in Sidoarjo Surabaya, Indonesia. analyzed using structural equation modelling techniques (SEM-PLS) Warp-PLS., It was found that both CSR significantly influence decisions, while promotions do not exhibit a significant effect. Brand also emerged as positive influences decisions. Additionally, investigated mediating role purchase intention these relationships. revealed partially mediated decisions but did mediate CSR. discussion further underscores significance shaping aligning with prior research. However, discrepancies previous studies acknowledged, suggesting avenues exploration.. Suggestions future research include conducting larger more diverse samples, employing longitudinal designs to track evolving consumer behavior, exploring additional variables pricing strategies customer service.

Язык: Английский

Процитировано

0
A Proposed Business Model Innovation Using Blue Ocean Strategy Approach for Kiumarket in The Post-Pandemic Era DOI Open Access

Ilya Almira Zahrani,

Eko Agus Prasetio

International Journal of Current Science Research and Review, Год журнала: 2023, Номер 06(12)

Опубликована: Дек. 12, 2023

Kiumarket, a local brand in the home fragrance industry, encountered significant challenges evolving post-pandemic market landscape. Known for its diverse range of aromatic products, including scented candles, diffusers, and sprays, Kiumarket faced declining sales due to shift consumer habits, as people began spending less time at home. The also saw an influx new competitors, leading increased competition necessitating strategic reevaluation Kiumarket’s product offerings pricing strategies. Furthermore, changing preferences towards specific scents qualities demanded more targeted approach range. research aimed address these by exploring effective strategies that would enable adapt secure sustainable competitive advantage. primary focus was on assessing effectiveness business model strategy distinctive positioning market, transformative role innovative creation differentiation enhancing value proposition, impact such brand’s penetration, profitability, long-term viability. Employing Blue Ocean Strategy framework, delved into current scenarios using analytical tools like Porter’s Five Forces Business Model Canvas. This comprehensive helped understanding intricate dynamics, competitor behaviors, dominant propositions. Canvas pivotal analyzing landscape, identifying factors, uncovering potential opportunities. Innovative thinking encouraged through application Four Actions Framework ERRC Grid, focusing reconstructing strategy. A variety methods were utilized, in-depth industry reports analysis, surveys, interviews, group discussions. Tools SPSS ensured accuracy reliability data analysis. study incorporated instruments Buyer Utility Map Three Tiers Noncustomers, enabling deep exploration opportunities insights buyer personas. findings underscored necessity differentiate maintain consistent quality, enhance customer satisfaction. It suggested overhaul line, coupled with strong engagement, be crucial. Additionally, targeting non-customers innovating emerged vital tap segments.

Язык: Английский

Процитировано

1