Blue Ocean Strategy of PT Cisarua Mountain Dairy Tbk(Cimory) in Facing Premium Food Industry Competition in Indonesia

Abstract

The premium food and beverage industry in Indonesia is growing rapidly, accompanied by increasingly intense competition. PT Cisarua Mountain Dairy Tbk (Cimory), a market leader in the yogurt segment with a 53.2% market share in 2020, faces significant challenges from local and global players. This study aims to analyze Cimory’s competitive strategy during the 2025–2026 period using the Blue Ocean Strategy framework. A qualitative case study approach was employed based on secondary data including audited financial statements 2025, interim reports Q1 2025 and Q1 2026, Sustainability Report 2025, IPO prospectus, and reputable news publications. The results show that Cimory has a strong internal position (IFE score 3.20) and effectively captures external opportunities (EFE opportunity score 3.10), with revenue increasing by 18.8% to IDR 10.72 trillion and net profit rising by 33.8% in 2025. The main challenges remain intense competition and raw material price fluctuations (EFE threat score 2.20). Through the ERRC Grid and Six Paths Framework, Cimory successfully created value innovation in the form of Cimory Dairyland (educational tourism), environmentally friendly squeeze packaging, low-sugar products, and the Miss Cimory empowerment program (10,099 agents). In conclusion, Cimory’s Blue Ocean Strategy has effectively created uncontested market space and sustained its competitive advantage through 2026.