THE Blue Ocean Strategic Analysis with Creation, Raising, Reduction, and Elimination Approuch in Getas MSMEs in Kurau Village, Regency of Central Bangka

Abstract

Getas MSMEs in Kurau Village, Central Bangka Regency is one of the typical culinary products of Bangka Belitung that has great potential, but faces fierce competition and limited innovation. This study aims to analyze development strategies through the Blue Ocean Strategy approach with the Four Actions Framework (Creation, Raising, Reduction, and Elimination) framework to increase the competitiveness of MSMEs. The method used was descriptive qualitative with data collection through semi-structured interviews, then analyzed using SWOT and PESTLE. The results of the study show that MSMEs have strength in the form of distinctive product identities, quality raw materials, and government support. The main weakness is the lack of product innovation, financial recording is still manual, and sales distribution is still limited. From the external side, opportunities in the form of local and out-of-region market demand are quite high, while threats include fluctuations in raw material prices, similar competition, and environmental factors that affect raw material inventories. The SWOT analysis places MSMEs in quadrant I (aggressive strategy), which emphasizes the need for growth and expansion strategies. The implementation of the Blue Ocean Strategy produces recommendations: creating product and packaging innovations, improving quality, branding, and digital marketing (raising), reducing inefficient costs (reduction), and eliminating dependence on traditional distribution (elimination). The PESTLE analysis confirms the importance of policy support, legal protection, management digitalization, and environmental sustainability. With this strategy, Getas Kurau Village MSMEs are expected to be able to expand the market, build differentiation, and strengthen their position as a regional superior product.