ANALISIS PENERAPAN BLUE OCEAN STRATEGY (BOS) DALAM MENINGKATKAN PENJUALAN PADA USAHA KULINER MIE LEBAY DI MAGETAN

Mie Lebay is a culinary business that sells processed spicy noodles. Mie Lebay is the pioneer of the first spicy noodles in Magetan since 2012. The number of competitors has resulted in a decrease in sales, so an appropriate competitive strategy is needed to increase sales. The strategy used is the Blue Ocean Strategy. The purpose of this study was to find out how to eliminate, reduce, increase, create in the Mie Lebay culinary business in Magetan. Use the Blue Ocean Strategy analysis tool or four-step framework. Qualitative descriptive analysis method with a research sample of 12 people, 1 lebay noodle owner, 1 competitor owner and 10 customers from both businesses. The result of the research is eliminating seblak menu; reducing the portion volume in one bowl of lebay noodles; improving characteristics, quantity of updates on social media, cleanliness and comfort of the place, various additional menus; created a new menu, namely rainbow noodles.