Citation:

Jaeysen Kanily, Sudrajati Ratnaningtyas, Sahat Hutajulu. "Strategic Decision of Medium Firm to Increase Sales with Business Innovation in Popcorn Industry (Case Study: PT Suara Matahari Trading)" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 171-179, 2024.

Abstract:

The purpose of this study is to find the major cause of the decreasing trend in PT Suara Matahari Trading and find the best solution through business model innovation to overcome the problem. PT Suara Matahari Trading is a snack manufacturing and trading company, particularly in the popcorn industry. The company has significantly grown since the launch of its popcorn brand (Karmellow), but the new entrants from the big company have become an issue of Karmellow’s selling activity. The survey was conducted using interviews to gain more information. The Open Coding from the transcript is developed to find the Blue Ocean Strategy business innovation for PT Suara Matahari Trading. Quantitative data is collected through an online questionnaire to determine the implementation of Blue Ocean Strategy business innovation for PT Suara Matahari Trading. To overcome the threat of new entries, PT Suara Matahari Trading was able to find an entirely new market through Blue Ocean Strategy business innovation. As the quantitative method result, the applicable Blue Ocean Strategy business innovation in PT Suara Matahari Trading received a positive response from the market and the Blue Ocean Strategy is determined for PT Suara Matahari Trading. To compete with a big FMCG manufacturer company, PT Suara Matahari Trading is able to use the Blue Ocean Strategy business innovation proposed by this research to reach an entirely new market and become the first mover again in this industry. Plastic packaging also become a global concern for sustainability, and eliminating plastic use in the new Blue Ocean Strategy business innovation has also become a competitive advantage for PT Suara Matahari Trading.

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Keywords:

Popcorn, Business Innovation, Blue Ocean Strategy, Strategic Decision.