Professional Documents
Culture Documents
Blue Ocean Strategy
Blue Ocean Strategy
Blue Ocean Strategy
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Contents
1. Blue Ocean Vs. Red Ocean Strategy
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Blue Ocean Vs. Red Ocean
Strategy
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Blue Ocean vs. Red Ocean Strategy
•• Create
Create uncontested
uncontested •• Compete
Competein in existing
existing
market
marketspace
space market
market space
space
•• Make
Makethethecompetition
competition •• Beat
Beatthe
thecompetition
competition
irrelevant
irrelevant
•• Create
Create and
and capture
capture •• Exploit
Exploitexisting
existing
new
newdemand
demand demand
demand
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Blue Ocean vs. Red Ocean Strategy
•• Break
Breakthe
thevalue-
value- cost
cost •• Make
Makethethevalue-cost
value-cost
tradeoff
trade off tradeoff
trade off
•• Align
Alignthe
thewhole
wholesystem
system •• Align
Alignthe
thewhole
wholesystem
system
ofaafirm’s
of firm’sactivities
activitieswith
with ofaafirm’s
of firm’sactivities
activitieswith
with
its strategic
its strategic choice
choice ofof its strategic
its strategic choice
choice ofof
differentiation and
differentiation andlow
low differentiation or
differentiation orlow
low
cost
cost cost
cost
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Blue Ocean Strategy Tools
Eliminate Raise
Reduce Create
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Four Action Framework
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Four Action Framework
The Case of Cirque du Soleil (A Circus Company)
Eliminate Reduce
Create Raise
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1. Reconstruct Market Boundaries
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1. Reconstruct Market Boundaries
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2. Focus on the Big Picture, not the Numbers
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3. Reach Beyond Existing Demand
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4. Get The Strategic Sequence Right
The Sequence of Blue Ocean Strategy
Adoption Cost
What are the adoption Can you attain your cost
hurdles in actualizing your target to profit at your
business idea? strategic price?
A commercially viable
blue ocean idea 15
Executing
Blue Ocean Strategy
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5. Build Execution Into Strategy
Fair Process of Strategy
StrategyFormulation
Strategy FormulationProcess
Process
FairProcess
Fair Process––Engagement,
Engagement,Explanation,
Explanation,Expectation
Expectationclarity
clarity
Attitudes
Attitudes
Trustand
Trust andCommitment
Commitment––“I“Ifeel
feelmy
myopinion
opinioncounts”
counts”
Behavior
Behavior
VoluntaryCooperation
Voluntary Cooperation––“I’ll
“I’llgo
gobeyond
beyondthe
thecall
callof
ofduty”
duty”
StrategyExecution
Strategy Execution
ExceedsExpectation
Exceeds Expectation––self
selfinitiated
initiated
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End of Material
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