: (Casestudy345@yahoo.

com)

marketing though

Blue Ocean Strategy(2)

Blue
Ocean Red Ocean
Chan Kim
Michael E. Porter

Kim Insead
Porter Harvard

Kim


(Launch)
108

14% Blue Ocean 38%

61%
Red Ocean
Bible
Kim
HyperCompetition

Blue Ocean
( Strategic Move) (Set)

Strategic Move

Apple Computer

3 iPod Apple
3

Steve Jobs Apple

Napster

iTunes
99
iPod Apple 3

iTunes

Value Chain iPod MP3 Player

Blue Ocean Strategy

... (Create uncontested Market Space)
... (Make Competition Irrelevant)
... (Create and Capture
New Demand)
...-(Break
the Value Trade-Off)
...
(Align the whole system of a
firms activities in pursuit of differentiation and low cost.)
Kim Blue Ocean Strategy Value
Innovation
Blue Ocean

Value Innovation
(Value Creation)
Innovation Value


Value Innovation
Utility
Value Innovation

Value Trade-Off
Blue Ocean

202 BrandAge

Case Study 9.0 Phenomenon

B2S