Professional Documents
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Bos Web
Bos Web
Gowhereprofitsandgrowthare andwherethecompetitionisnt
www.blueoceanstrategy.com
Kim&Mauborgne
Researchingthehistoryof blueoceancreation
Data:150strategicmoves,morethan30 industries,over100years(18002000)
Variablesconsidered:industrial,
organizationalandstrategic
www.blueoceanstrategy.com
Kim&Mauborgne
Redversus blue
RedOcean Strategy
Competeinexisting marketspace Beat thecompetition Exploit existingdemand Makethevaluecosttradeoff Alignthewholesystemofa companysactivitieswithitsstrategic choiceofdifferentiationor lowcost
BlueOceanStrategy
Createuncontested marketspace Make thecompetitionirrelevant Createandcapturenewdemand Breakthevaluecost tradeoff Alignthewhole systemofa companysactivitiesinpursuitof differentiationandlowcost
www.blueoceanstrategy.com
Kim&Mauborgne
Sixpathsto blueoceanstrategy
Industry Strategicgroup
ToCreating Across
Thesixconventionalboundariesofcompetition
www.blueoceanstrategy.com Kim&Mauborgne
Strategycanvasof[yellowtail]
High
Premiumwines
[yellowtail]
Budgetwines
Low
www.blueoceanstrategy.com
Kim&Mauborgne
Fouractionsframework
Reduce
Whichfactorsshould bereducedwellbelow theindustrys standard?
Eliminate
Whichoffactorsthat theindustrytakesfor grantedshouldbe eliminated?
Create
ANew Value Curve
Whichfactorsshould becreated thatthe industryhasnever offered?
Raise
Whichfactorsshould beraised wellabove theindustrys standard?
www.blueoceanstrategy.com Kim&Mauborgne
Minimizingrisks&maximizingopportunitiesin formulation&executingblueoceancreation
FormulationPrinciples
Reconstructmarketboundaries Focusonthebigpicture,notthenumbers Reachbeyondexistingdemand Getthestrategicsequenceright SearchRisk PlanningRisk ScaleRisk BusinessModelRisk
FormulationRisks
ExecutionPrinciples
Overcomekey organizationalhurdles Buildexecutionintostrategy
ExecutionRisks
OrganizationalRisk ManagementRisk
www.blueoceanstrategy.com
Kim&Mauborgne
blueoceanstrategy
Howtocreateuncontestedmarketspaceand makethecompetitionirrelevant.
www.blueoceanstrategy.com Kim&Mauborgne