Bs blue ocean strategy


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Introducción a la teoría de estrategia de océano azul.

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Bs blue ocean strategy

  1. 1. Business Strategy Blue Ocean Strategy April 2013
  2. 2. Blue Ocean Strategy is apowerful concept to workon the value propositionand explore new marketsegments
  3. 3. “Blue Ocean Strategy: How to create uncontested market space and make the competitionirrelevant”W. Chan Kim, Renée Mauborgne (2005),
  4. 4. Traditional logicFocus on beating thecompetition, winning marketshare, capturing consumersand outselling the competition
  5. 5. The worst error in strategyis competing with rivals onthe same dimensionsSource: professor Michael E. Porter
  6. 6. Four key elements
  7. 7. The strategy canvas capturesthe current state ofcompetition in an industry andthe company’s value curve
  8. 8. Vertical axis: the offering level that buyers receiveacross all these key competing factors Horizontal axis: the range of factors de industry competes in
  9. 9. Playstation, Xbox Wii Reduce Raise Create EliminateHigh Value curveLow
  10. 10. Higher-end retailers Lower-end retailers IKEAHighLow
  11. 11. Noncustomers usually offerfar more insight into how tocreate a blue ocean than doexisting customers
  12. 12. The three Tiers of noncustomers “Unexplored” noncustomers Third (They have not been targeted or Tier thought of as potential customers by any player in the industry) Second Tier “Refusing” noncustomers First (They either do not use or Tier cannot afford to use the current markett offerings because they find them unacceptable of beyond their means) “Soon-to-be” noncustomers (They minimally use the current market offerings to get by as they search for something better)Source: “Blue Ocean Strategy”
  13. 13. The six paths to shift thestrategic focus fromcustomers to alternatives
  14. 14. Six boundaries, six paths Conventional Logic BOS LogicIndustry Rivals within your industry Look across alternative industriesStrategic group Better serving your strategic Look across strategic groups in group your industry Better serving industry’s buyer Looking across the chain ofBuyer group group buyersScope of product and Maximizing value of product or Look across complementaryservice offering service product and service offeringsFunctional-emotional Positioning within functional- Look across functional ororientation emotional orientation of industry emotional appeal to buyers Adapting to external trends as Look across timeTime they occur Source: “Blue Ocean Strategy”
  15. 15. What is the chain of buyers in What are the strategic groups your industry? Which buyerWhat are the alternative on your industry? Why do group does your industryindustries to yours? Why do customers trade up for the typically focus on? If you shiftedcustomers trade across them? higher group, and why do they the buyer group of your industry, trade down for the lower one? how could you unlock new value? Does your industry compete onWhat is the context in which What trends have a high functionality of emotionalyour product or service is used? probability of impacting your appeal? If you compete onWhat happens before, during, industry, are irreversible, and emotional appeal, whatand after? Can you identify the are evolving in a clear elements can you strip out topain points? How can you trajectory? How will these trends make it functional? If youeliminate these pain points impact your industry? Given compete on functionality, whatthrough a complementary this, how can you open up elements can be added to makeproduct or service offering? unprecedented customer utility? it emotional? Source: “Blue Ocean Strategy”
  16. 16. The Eliminate – Raise –Reduce – Create grid is thekey to breaking the trade-off between differentiationand low cost
  17. 17. Which factors should be reduced well below the industry’s standard? Which of factors that the Which factors should be industry takes for granted created that the industry should be eliminated? has never offered? Which factors should be raised well above the industry’s standard?Source: “Blue Ocean Strategy”
  18. 18. Costs ValueInnovationBuyer Value
  19. 19. Costs Buyer ValueSource: “Business Model Generation”
  20. 20. Red versus blue Red Ocean Strategy Blue Ocean Strategy Compete in existing market space Create uncontested market space Beat the competition Make the competition irrelevant Exploit existing demand Create and capture new demand Make the value-cost trade-off Break the value-cost trade-off Aling the whole system of a Aling the whole system of a company’s activities with its company’s activities in pursuit of strategic choice of differentiation differentiation and low cost of low costSource: “Blue Ocean Strategy”
  21. 21. The process Draw your “as-is” strategy canvas, comparing your business with your competitors Talk to and watch customers, noncustomers, users, influencers, etc. Explore new value curves using insights from research and the six paths Sketch your potential new value propositions Test your potential new value propositions with customers, noncustomers, customers of competitors, etc.
  22. 22. Jorge Lópezjlopez@barrabes.comTwitter: