Penerapan Blue Ocean Strategy Upaya Meningkatkan Keunggulan Bersaing dan Kinerja Melalui Pengembangan Bakat dan Minat Karyawan CV Arkamaya Milenial Tech Bandung

Abstract

Blue Ocean Strategy is a strategic approach that focuses on creating new market space that is not contested, so as to increase the company's competitive advantage in a sustainable manner. On the other hand, the development of employee abilities that include talents and interests is an important factor in supporting the improvement of organizational performance. This study aims to analyze and prove the application of Blue Ocean Strategy as an effort to improve competitive advantage and employee performance through talent development and interest in the CV of Arkamaya Millennial Tech. The data source was obtained from nine internal informants of the company and two expert judgement people who have competence in the field of strategic management and human resources. The data collection technique was carried out through in-depth interviews and observations, with instruments in the form of a structured list of questions. Data analysis was carried out using NVivo 12 Plus software to facilitate the process of coding and drawing research themes. The results of the study show that the implementation of the Blue Ocean Strategy in CV Arkamaya Millennial Tech has succeeded in creating differentiation of services and internal innovations that have a positive impact on the company's competitive advantage. In addition, employee talent and interest development programs have been proven to significantly increase employee motivation, competence, and performance. This research confirms that the integration of innovative strategies with human resource management that is oriented towards individual potential can be the key to the success of companies in the face of dynamic business competition.