blueoceanstrategypresentation.pdf
TRANSCRIPT
8/14/2019 BlueOceanStrategyPresentation.pdf
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www.blueoceanstrategy.com © Kim & Mauborgne
blue ocean strategy®
Go where profits and growth are –and where the competition isn’t
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•Data:
150
strategic
moves,
more
than
30
industries, over 100 years (1800‐2000)
•Variables considered:
industrial,
organizational and strategic
Researching the
history
of
blue ocean creation
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Red versus blue
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Red Ocean Strategy
Compete
in
existing market
space
Beat the competition
Exploit existing demand
Make the value‐cost trade‐off
Align the whole system of a
company’s activities with its strategic
choice of differentiation or low cost
Blue Ocean Strategy
Create
uncontested market
space
Make the competition irrelevant
Create and
capture
new
demand
Break the value‐cost trade‐off
Align the whole system of a
company’s activities in pursuit of differentiation and low cost
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Six paths
to
blue ocean strategy
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From Competing
Within
To Creating
Across
The six conventional boundaries of competition
Industry
Strategic group
Buyer group
Scope of product or service offering
Functional‐emotional orientation of an industry
Time
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Strategy canvas of [yellow tail]
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High
Low
[yellow tail]
Premium wines
Budget wines
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Four actions framework
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A New
Value
Curve
Eliminate
Which of
factors
that
the industry takes for
granted should be
eliminated ?
ReduceWhich factors should
be reduced well below the industry’s
standard?
RaiseWhich factors should
be raised well above the industry’s
standard?
Create
Which factors
should
be created that the
industry has never
offered?
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Minimizing r isks & maximizing opportunit ies in
formulation & executing blue ocean creation
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Formulation Principles Formulation Risks
Execution Principles Execution Risks
Reconstruct market boundaries
Focus on the big picture, not the numbers
Reach beyond existing demand
Get the strategic sequence right
Search Risk
Planning Risk Scale Risk
Business Model Risk
Overcome key organizational hurdles
Build execution into strategy
Organizational Risk
Management Risk
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blue ocean strategy®
How to create uncontested market space and
make
the
competition
irrelevant.