Blue Ocean Strategy in the Development of International Worker Placement Programs at Generasi Putra Bangsa Vocational Training Center, Sukabumi City

This study examines how Blue Ocean Strategy supports the development of international worker placement programs at Generasi Putra Bangsa Vocational Training Center in Sukabumi City. The study focuses on how the institution formulates, implements, and evaluates its strategy in developing the Germany-based Ausbildung program as a new alternative beside its earlier Japan-oriented programs. A qualitative case study design was used to obtain an in-depth understanding of the institution’s strategic process. Data were collected through interviews, observation, and documentation, then analyzed through an interactive model consisting of data reduction, data display, and conclusion drawing. The findings show that the institution developed the Germany program as a strategic response to market concentration, increasing competition among vocational training institutions, and the need to create added value for prospective participants. The strategy was implemented through intensive training, affordable fees, administrative assistance, promotional innovation, and the use of instructors with direct experience in Germany. The study concludes that Blue Ocean Strategy enabled the institution to create a differentiated service, expand its market segment, and strengthen its competitiveness in international worker placement services.