Kamu baru-baru ini lagi buat business plan? Ada berbagai strategi loh buat kamu para pembuat startup biar bisa melejit ke depannya. Salah satunya menjadi perusahaan inovatif. Inovatif ini yang pure benar-benar buat pasar baru gitu. Nama istilah strateginya yaitu blue ocean. Kita bahas dari sudut pandangan W. Chan Kim dan Renee Mauborgne yuk.
Kenali Lebih Dalam Apa Itu Blue Ocean Strategy?
Blue Ocean adalah suatu pasar yang belum ada saat ini, sehingga kompetisinya pun belum ada. Sedangkan Blue Ocean Strategy adalah strategi mencapai pertumbuhan dengan menciptakan permintaan baru agar dapat berkompetisi di pasar yang belum di perebutkan.
Bagaimana caranya? Kuncinya adalah dengan inovasi yang mengurangi biaya dan meningkatkan nilai produk untuk mencapai diferensiasi dengan biaya termurah.
Penciptaan Nilai Baru Bikin Perusahaanmu Inovatif Dari Perspektif Blue Ocean Strategy
Kalau kita perhatikan, beberapa industri yang ada saat ini belum ada 10 bahkan 5 tahun yang lalu. Karenanya, bukan tidak mungkin dalam 5 tahun mendatang akan muncul industri-industri baru yang saat ini belum ada.
Tidak hanya jumlah industri yang berkembang, jumlah perusahaan pun terus bertambah. Bahkan perusahaan-perusahaan besar yang berhasil mendominasi pasar beberapa tahun lalu, justru saat ini terkalahkan oleh perusahaan-perusahaan baru yang lebih kecil ukurannya.
Perusahaan yang dapat bertahan dalam kompetisi yang semakin ketat adalah perusahaan yang inovatif. Perusahaan-perusahaan yang inovatif tidak hanya dapat menguasai pasar, namun juga dapat mencapai pertumbuhan yang berkelanjutan.
Dua tools utama yang dapat di gunakan untuk menyusun Blue Ocean Strategy adalah strategy canvas dan tabel “hapus-kurangi-tingkatkan-ciptakan” (Eliminate-reduce-raise-create grid)
Ada Juga Red Ocean Strategy, Bedanya Apa?
Inovasi dapat di kategorikan menjadi dua, yaitu inovasi “laut merah” (red ocean) yang bersifat reaktif terhadap pasar, dan inovasi “laut biru (blue ocean) yang menciptakan nilai baru.
Gambar 2. Perbedaan Red Ocean dan Blue Ocean| Sumber: Kim & Mauborgne, 2005
Inovasi yang bersifat red ocean karena bersaing dalam pasar yang sudah ada umumnya bertujuan untuk membuat fitur produk lebih menarik ataupun lebih bagus dari kompetitor yang ada.
Karena sifatnya yang ingin ‘lebih’ dari kompetitor, tentunya inovasi red ocean membutuhkan biaya yang tinggi pula, sehingga meski peningkatan pendapatan dapat di capai, peningkatan profit bukan merupakan hal yang pasti.
Di lain sisi, inovasi blue ocean bertujuan untuk menciptakan nilai baru agar terhindar dari kompetisi yang ada.
Cirque du Soleil kalian bisa google sendiri, menjadi salah satu contoh perusahaan yang melakukan Blue Ocean Strategy.
Munculnya jenis hiburan anak yang beragam membuat permintaan di industri sirkus cenderung menurun. Pemain utama menetapkan standar yang sangat tinggi dan berbiaya tinggi pula. Sedangkan pemain lain cenderung memperkecil skala dan ukurannya.
Cirque du Soleil mematahkan aturan dalam industri sirkus, menciptakan diferensiasi sekaligus biaya murah dengan mengubah beberapa elemen pertunjukan.
Sekarang “Apakah Cirque du Soleil tetap bisa di sebut sebagai sebuah sirkus? Atau apakah ia sebenarnya sebuah teater?”.
Jawabannya tidak jelas. Cirque du Soleil menciptakan pasar baru yang belum memiliki kompetisi, sehingga nama industrinya pun belum di sepakati. Inilah contoh penerapan Blue Ocean Strategy.
“Formula kunci dalam inovasi adalah kemampuan untuk menantang otoritas dan “menabrak” aturan-aturan.”
Jadi gimana strategi menjadi perusahaan inovatif ini? Dengan Blue Ocean Strategy, maka perusahaanmu akan membentuk pasar baru. Tapi ingat! Berangsur-angsur perusahaan inovatifmu akan berada pada zona red ocean. Kenapa? Karena nantinya pasti ada saja perusahaan lain yang meniru idemu itu. Jadi terus bergerak ya! Jangan terlena pada 1 strategi.
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