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Ocean Strategy
W. Chan Kim & Rene Mauborgne
Presented By:
Presented To
:
Respected Professor Adam Mohydeen
Sunday 8 November 2015
Rene Mauborgne
Two worlds
Red Ocean
Compete in
crowded
markets
Blue Ocean
Create and
capture new
market space
Two worlds
Red Ocean Strategy
Value innovation:
Make the competition irrelevant
Create a leap in value for both buyers and your
company
Open up new and uncontested market space
Unlocking non-customer
demand
Value Innovation
Utility
Create new
buyer
utilities
Price
Cost
High
V1
V1
Quality
Quality
Low
Low
High
C1
Low
High
C1
Cost
Cost
Structuralist
Reconstructionist
Low
Formulation Risks
Search Risk
Planning Risk
Scale Risk
Execution Principles
Execution Risks
Organizational Risk
Management Risk
COST
VI
VI
VALUE
Strategic Group
Head-to-Head
Competition
Focuses on rivals within its
industry
Focuses on competitive position
within strategic group
Creating
New Market Space
Looks across alternative
industries
Looks across strategic groups
within its industry
Scope of Product
and Service
Offerings
Functional-emotional
Orientation of an
Industry
Buyer Group
Time/Trends
Reach beyond
existing Demand
go for uncontested
space.
Get the strategic
sequence right
value [innovation] first.
COST
VI
VI
VALUE
Core Customer
Soon-to-be-NC
Noncostumer
Refusing Customer
3rd
2nd
1st
COST
VI
VI
VALUE
No Rethink
YES
Price
Is your price easily accessible to
the mass of buyers?
YES
No Rethink
Cost
Can you attain your cost target to
profit at your strategic price?
No Rethink
YES
Adoption
What are the adoption hurdles in
actualizing your business idea?
Are you addressing them up
front?
No Rethink
YES
Eliminate
What factors that the
industry has taken for
granted should be
eliminated?
Creating
new markets:
A new value
curve
Raise
What factors should
be raised well above
the industry
standard?
Create/Add
What factors that the
industry has never
offered should be
created or added?
Strategy Canvas
high
low
Industry Variables
2. Visual
Exploration
Compare your
business with your
competitors by
drawing your as is
canvas
Draw your to be
canvas based on
insights from field
observations
Observe the
distinctive advantages
of alternative products
and services
Get feedback on
alternative strategy
canvases from
customers,
competitors
customers, and noncustomers
Use feedback to
build the best to be
future strategy
Distribute your
before-and-after
strategic profiles on
one page for easy
comparison
Support only those
projects and
operational moves
that allow your
company to close
gaps and actualize
the new strategy
Eliminate-Reduce-Raise-Create
Eliminate
Star Performers
Animal shows
Aisle concession sales
Multiple show arenas
Reduce
Fun and humor
Thrill and danger
Raise
Unique venues
Create
Theme
Refined environment
Multiple productions
Artistic music and dance
offering level
Cirque du Soleil
lo
Price
Animal Shows
Star Performers
Multiple Show
Arenas
Aisle Concessions
Theme
Unique Venue
Multiple
Productions
Refined Viewing
Environment
Artistic Music
& Dance
Kim & Mauborgne 2006
hi
Raise
Reduce
Create
Ringling Brothers
offering level
Cirque du Soleil
lo
Price
Animal Shows
Star Performers
Multiple Show
Arenas
Aisle Concessions
Theme
Unique Venue
Multiple
Productions
Refined Viewing
Environment
Artistic Music
& Dance
Kim & Mauborgne 2006
Raise
Price versus budget wines
Retail store involvement
Aging qualities
Above-the-line marketing
Reduce
Create
Wine complexity
Easy drinking
Wine range
Ease of selection
Vineyard prestige
Expensive wines
Yellow tail
Cheap wines
High
Low
Price
Above-the-line
marketing
Use of technical
wine terminology
Aging
quality
Vineyard
prestige
40
Wine
range
Wine
complexity
Ease of
selection
Easy
drinkability
Fun and
adventure
Eliminate
Strategy Canvas
Raise
Price versus budget wines
Retail store involvement
Aging qualities
Above-the-line marketing
Reduce
Create
Wine complexity
Easy drinking
Wine range
Ease of selection
Vineyard prestige
100,000 FF 270,000 FF
20-23% of sales vs. 23-25%
> 2x industry average
> 3x industry average
High
Southwest
Average Airline
Car Transport
Low
Price
Loun
Meals ges
Hub
Spee Frequent
Seating connecti Friend d
point- toly
vity
Class
point
servic
Quicken
offering level
The Pencil
lo
Price
Ease of Use
Optional Features
Speed
Accuracy
Kim & Mauborgne 2006
Exercise
1. List Factors of
Competition
2. Top 2 or 3 in ERRC
Grid Quadrants
Exercise
3. Write on
Worksheet:
left, C right
4. Draw As Is
5. Draw To Be
Examples
Examples
Examples
References
W. Chan Kim, Rene Mauborgne, Blue Ocean Strategy, 2005,
Havard Business School Press.
http://www.blueoceanstrategy.com
HANDELSBLATT, Donnerstag, 06. Oktober 2005,
Mit Nichtkunden neue Mrkte finden.
http://www.hotelformule1.com
Assignment:
Choose a real product that is already on the market (it can be either
one of the above or your own preferences of product), brainstorm
the value factors of the product and develop the Strategy Canvas
Thank you