Penerapan Strategi Pemasaran Dengan PendekatanBlue Ocean Strategy Dalam Persaingan Bisnis Jasa Cuci Sepatu di Kota Malang (Studi Kasus di CKWS Shoes Cleaning)

The current condition of The Indonesian people is competing to be competent in terms of creativity and innovation of each individual to change their old mindset. In this case, business competition that occurs between domestic Shoes Cleaning in Malang City is very fierce and competitive. Due to the large amount of competition, entrepreneurs must have several strategies to maintain the business, so as not to be inferior to competitors. One of the strategies that can be used with the Marketing Strategy method and the Blue Ocean Strategy method. The basic concept of Blue Ocean Strategy is to create new value innovations by diverting yourself from highly competitive competition. CKWS Shoes Cleaning creates or develops an innovative product in the form of a Minipack and there is no market around Malang City. In this study the Blue Ocean Strategy method through the EFAS and IFAS matrices, Quantitative Approach, Four-Step Framework Scheme and Finally the Strategy Canvas. This type of research is quantitative research. The results showed that through the EFAS matrix and IFAS the company is in quadrant III, which means that it needs a change in strategy. There is one proposed strategy, namely by creating a Mini Pack Shoes Cleaner product