Development of Metal and Machinery Small and Medium Enterprises (SMEs) in West Lombok Regency with the Blue Ocean Strategy Approach


  • Muhammad Zainuddin Universitas Negeri Malang, Indonesia
  • Sudarmiatin Universitas Negeri Malang, Indonesia
  • Agus Hermawan Universitas Negeri Malang, Indonesia



Blue Ocean Strategy, (SMEs) Metals and Machinary Workshops


Blue Ocean Strategy aims to open new market share to minimize competition with similar competitors. After receiving a touch from the West Lombok Regency Industry and Trade Service (Prindag Lobar), the Metal and Machinery Community Activity Unit in West Lombok initially produced gates, trellises and other similar works, creating quite a lot of competition. So that with the guidance of the Service which offers solutions with the Blue Ocean Strategy, the metal and machine industry (SMEs) in West Lombok Regency can compete. This study used a qualitative method, data obtained from in-depth interviews with section heads of the metal, machine, electronics and transportation equipment (ILMEA) industry, descriptive analysis and source triangulation. This article reveals that Blue Ocean Strategy manufactures metal products and machinery in different segments. The Blue Ocean Strategy segment is offered in the form of changing the mindset and technical skills of metal and machining (SME) players. Metal and machinery SMEs are trained to manufacture machine products needed by the food and beverage industry. One of the concrete steps is the manufacture of machines for making palm sugar machines, coffee roasting machines and other processing machines. This has an impact on the shift of the metal and machine SME segment from household products to processed machine products.



A Pratama, A Sadikin, LS (2021). Community Entrepreneurship Empowerment Model Community Entrepreneurship Empowerment Model during the Covid-19 Pandemic: A Literature Review. DIKLUS : Journal of Education Outside School, 1(September), 99–113.

Arifin, A., Wardokhi, W., & Yusuf, Y. (2022). Building Awareness of Independence with Business Innovation and Creativity in Karang Taruna Youth Rw. 07 Village of Rempoa. Journal of Multidisciplinary Community Service, 1(1), 62-65.

Arikunto, S. (2010). Research method. Jakarta: Rineka Cipta.

Creswell, JW (2014). A concise introduction to mixed methods research. SAGE publications.

Dany, Garjito, (2014). Dare to Entrepreneur, Yogyakarta: Akmal Publishing.

Dewi, LGK, Dewi, NAWT, & Wahyuni, MA (2022). Entrepreneurship Training and Assistance: Jaje Begina Production in Blahbatuh District. Sewaka Bhakti Journal, 8(2), 122-130.

Dini VA, (2022). There are 4.21 Million Micro and Small Enterprises in Indonesia, in which Region are the Most? Downloaded October 10, 2022 from

Office of Industry and Trade of West Lombok Regency (2022), Data on the Development of (SMEs) Metal, Machinery and Transport Equipment Workshops for 2022.

Esterberg, KG (2002). Or, Will the Real Bisexual Please Stand Up?. Handbook of lesbian and gay studies, 215.

Fadlillah, AM, Fadila, A., & Husniati, R. (2021). Management Capacity Development "UMKM Go Digital" in Bogor Regency. ABDI KAMI: Journal of Community Service, 4(2), 209-216.

Hamdani, Muhammad (2012). Interpreneurship for Students A Solution for Being Independent, Jakarta: Trans Info Media.

Hardy AP, (2020). West Lombok Disperindag Effective Move to Overcome the Era of Disruption with the Blue Ocean Strategy, downloaded on October 20, 2022 from the Department Sure West Lombok Disperindag Overcomes the Era of Disruption With Blue Ocean Strategy (

Hunger, J., & Wheelen, T. (1995). Cases in strategic management and business policy.

Hasanah, EU, Sunyoto, D., & Raharti, R. (2018). APPLICATION OF THE BLUE OCEAN STRATEGY FOR SMESs DEVELOPMENT IN SLEMAN DISTRICT IN YOGYAKARTA. Effective Journal of Economics and Business, 8(2).

Hidayah, I., Ariefiantoro, T., Nugroho, DWPS, & Suryawardana, E. (2021). Analysis of Marketing Mix Strategy in Increasing Sales Volume (Case Study of Pudanis in Kaliwungu). Solution, 19(1).

Kemenprinprin (2020), Amid the Covid-19 Pandemic, the Ministry of Industry Still Spurring the Development of (SMES), downloaded on October 20, 2022 from,-Kemenperin -Keep-Stimulating-(SMES)-Development

Kim, WC, & Mauborgne, R. (2005). AND THE KNOWLEDGE ECONOMY. Knowledge Management: Critical Perspectives on Business and Management, 2, 274.

Margahana, H., & Triyanto, E. (2019). Building Entrepreneurship Tradition in Society. Edunomics Scientific Journal, 3(02)

Maryati, W. (2012). The Role of Universities in Empowering Entrepreneurship to Develop Small Entrepreneurs Facing Global Competition. Proceedings of the Seminar on Competitive Advantage, 1(2).

Matthyssens, P., Vandenbempt, K., & Berghman, L. (2006). Value innovation in business markets: Breaking the industry recipe. Industrial marketing management, 35(6), 751-761.

McGahan, AM, & Porter, ME (1997). How much does industry matter, really?. Strategic management journal, 18(S1), 15-30.

Moleong, LJ (2011). Qualitative Research Methodology, print XXIX. Bandung: PT. Youth, Rosdakarya.

Murti, AP, Setyowati, T., & Samsuryaningrum, IP (2022). Implementation of the Blue Ocean Strategy in Rezti's Batik SMESs in Tegalsari Village, Jember Regency. INDONESIAN JOURNAL OF MANAGEMENT AND BUSINESS, 8(1), 128-136.

Nana Herdiana Abdurrahman, (2013). Sharia Business Management and Entrepreneurship, Bandung: Loyal Reader.

Nugraha, TW, & Priminingtyas, DN (2016). Cemara Soy Sauce Business Development Strategy Using the Blue Ocean Strategy and Balanced Scorecard Method in Cemara Food UKM, Talun District, Blitar Regency. Habitats, 27(1), 14-24.

Patimah , SPS, Wiska , M., & Gusteti , Y. (2022). Influence Education And Training Entrepreneurship To Interest Public Entrepreneurship ( Study Case at Hall Exercise Work Bungo District ). Management Dewantara , 6 (2), 143-152.

Rilfandhi, A., Kustiawan, K., & Nazaki, N. (2022). The Role of the Department of Youth and Sports in Increasing Youth Entrepreneurship in the Riau Archipelago Province. Student Online Journal (SOJ) UMRAH-Social Science and Political Science, 3(1), 1-7.

Samrin, S., Irawan, M., & Se, M. (2019). Blue Ocean Strategy Analysis for the Handicraft Industry in the City of Tanjung Balai. Journal of Management, 11(1), 93-100.

Setiawan, HCB, & Komara, BD (2020). The Alternative Blue Ocean Strategy: What is the Strategy of the Santri Coffee Industry Company in Facing Business Competition? Entrepreneurship Research Journal, 3(1), 26-32.

Sternberg, RJ, & Vroom, V. (2002). The person versus the situation in leadership. The Leadership Quarterly, 13(3), 301-323., (2019), Ministry of Industry Stimulates (SMES) Growth to Become the Backbone of the National Economy, downloaded October 20 2022 from Ekonomian-Nasional.

Tambak, DGP, & Sihite, TS (2022). Efforts to Increase Youth Entrepreneurial Intentions in Nagori Simbolon Tengkoh, Panombean Panei District, Simalungun Regency. Community Development Journal: Journal of Community Service, 3(2), 767-769.

_______,(2017), District Head Regulation no. 21 of 2017 concerning the Use of Local Products, West Lombok, West Nusa Tenggara.