bos ch 2 ppt fine
TRANSCRIPT
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Blue Ocean StrategyPresented by: Harvia Coelho 38
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Blue Ocean Strategy
Chapter 1:
Creating Blue Oceans
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Blue Ocean Strategy
Chapter 2:
Analytical Tools and Frameworks
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The Strategy Canvas
Diagnostic and Action Framework for building a compelling blue oceanstrategy
It compares core
competencies for
competition and
their level of
importance for eachplayer in the market.
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The Strategy Canvas
Diagnostic and Action Framework for building
a compelling blue ocean strategy
It compares core competencies for competitionand their level of importance for each player in
the market
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How to use it in BOS?
Dont: Offer a little more for a little less
Do: Reorient strategic focus from
competitors to alternatives and from
customers to noncustomers of theindustry
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The Four Actions Framework
A New
Value
Curve
1. Eliminate
Which factors that the
industry takes for
granted should be
eliminated?
4. Create
Which factors should be
created that the
industry has not seen
before?
3. Raise
Which factors should be
raised well above the
industry standard?
2. Reduce
Which factors should be
reduced well below the
industry standard?
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The Four Actions Framework
1. Eliminate (competition)
Factors your industry competes on
Change in what buyers value
1. Reduce (competition)
Overdesigned products
Over served customers
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The Four Actions Framework
3. Raise (customers)
Eliminate compromises4. Create (customers)
New sources of value
New demand
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McDonalds Framework Create New Sources of Value:
Brand
customer care
cost structure its patent
target audience
Sustainable the key test of a core competency measures the
ability of a firm to continually increase the advantage of thecompetency over many years.
The world has changed. Our customers have
changed. We have to change too."
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Eliminate-Reduce-Raise-Create Grid
Figure 2-5: The Case of McDonalds
Eliminate
Super Size Option
Raise
Health Standards
Reduce
Calories in burgers
Create
Salad Menu
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Characteristics of a Good Strategy
Focus
Divergence Compelling Tagline
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FOCUS
Identify key factors of competition
EX. Quality, speed, price, inovation..
Choose one factor
Focus on that one factor
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Divergence
Value curve of BOS stands a apart
Differentiate the profiles from average profiles
Make changes to the way things done in the industry.
Ex. Southwest Airline
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Compelling Tagline
The speed of a plane at the price of a carwhenever
you need it.
What is a tagline?
A short descriptive phrase
Tagline should be
Short and Clear
Truthful
Updated
Ex. I'm lovin' it replacing "We love to see you
smile."
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Reading the Value Curves
A Blue Ocean Strategy
A Company Caught in the Red Ocean
Over delivery Without Payback An Incoherent Strategy
Strategic Contradictions
An Internally Driven Company
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The Strategy Canvas
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Thank you