Blue Ocean Strategy talked about 4 Key Concepts which are Eliminate, Reduce, Raise, and Create. This slide explain the 4 key concepts and give example what Air Asia implement ERRC.

1. Key Concepts - ERRC

2. Books Data
Author : W. Chan Kim and Renée Mauborgne
Published : 2005
Page : 256
Publisher : Harvard Business School Press
ISBN :1-59139-619-0

3. Eliminate
Eliminate Feature or Services that are not required by
most target customer.
Example :
Air Asia
 Complimentary Meal.
 Complimentary Baggage.
 Physical Ticket

4. Reduce
Reduce Feature or Services
Example :
Air Asia
 Ground Crew (Steward act as ground crew)
 On Ground Time (Aircraft Cleaning is done by passenger
before landing)

5. Raise
Add more services that are popular
Example :
Air Asia
 Free Ticket (one way only)
 Point to point route that other airlines do not take.

6. Create
Creating a new service or feature that has never been
done in the industry.
Example :
Air Asia
 Hot Seat : Front Rows and Emergency Exit Seat are available
for a cost.
 On-line Ticketing and Check-In