Slideshow Transcript

1. Slide 1: Blue Ocean Strategy 1
2. Slide 2: Anda bisa mendownload file presentasi ini di: www.strategimanajemen.net Silakan berkunjung ke www.strategimanajemen.net, sebuah blog tentang management skills, human capital dan business strategy 2
3. Slide 3: Contents 1. Blue Ocean Vs. Red Ocean Strategy 2. Blue Ocean Strategy Tools 3. Strategy Canvas and Four Action Framework 4. Six Principles of Blue Ocean Strategy 5. Formulating Blue Ocean Strategy 6. Executing Blue Ocean Strategy 3
4. Slide 4: Blue Ocean Vs. Red Ocean Strategy 4
5. Slide 5: Blue Ocean vs. Red Ocean Strategy Blue Ocean Strategy Red Ocean Strategy • Create uncontested • Compete in existing market space market space • Make the competition • Beat the competition irrelevant • Create and capture new • Exploit existing demand demand 5
6. Slide 6: Blue Ocean vs. Red Ocean Strategy Blue Ocean Strategy Red Ocean Strategy • Break the value- cost • Make the value-cost trade off trade off • Align the whole system • Align the whole system of a firm’s activities with of a firm’s activities with its strategic choice of its strategic choice of differentiation and low differentiation or low cost cost 6
7. Slide 7: Blue Ocean Strategy Tools • A diagnostic tool for building a Strategy compelling blue ocean strategy • It captures the current state of play in Canvas the known market space • Allow you to understand : • where the competition is currently investing • the factors the industry currently competes on in product, service and delivery • what customers receive from existing competitive offerings on the market 7
8. Slide 8: Four Action Framework Eliminate Raise Reduce Create 8
9. Slide 9: Four Action Framework Which of the factors that the industry Eliminate takes for granted should be eliminated? Which factors should be reduced well Reduce below the industry’s standard? Which factors should be raised well Raise above the industry’s standard? Which factors should be created that the Create industry has never offered? 9
10. Slide 10: Four Action Framework The Case of Cirque du Soleil (A Circus Company) Eliminate Reduce • Star performers • Fun and humor • Animal shows • Thrill and danger • Aisle concession sales • Multiple show arenas Create Raise • Theme • Unique venue • Refined environment • Multiple productions • Artistic music and dance 10
11. Slide 11: Six Principles of Blue Ocean Strategy Formulation Principles Execution Principles 1. Reconstruct market 1. Overcome key boundaries organizational 2. Focus on the big picture, hurdles not the numbers 2. Build execution into 3. Reach beyond existing strategy demand 4. Get the strategic sequence right 11
12. Slide 12: Formulating Blue Ocean Strategy 12
13. Slide 13: 1. Reconstruct Market Boundaries Head-to-Head Strategy Blue Ocean Strategy • Focus on rivals within • Looks across alternative industry industries • Focuses on competitive • Looks across strategic position within strategic group within industry group • Redefines the industry • Focuses on better buyer group serving the buyer group 13
14. Slide 14: 1. Reconstruct Market Boundaries Head-to-Head Strategy Blue Ocean Strategy • Focuses on maximizing • Looks across to the value of product or complementary product service offerings within and service offerings the bounds of its industry • Participates in shaping • Focuses on adapting to external trends over time external trends as they occur 14
15. Slide 15: 2. Focus on the Big Picture, not the Numbers Focus on the The Four Steps of Big Picture, not Picture Visualizing Strategy the Numbers • Visual Awakening • Visual Exploration • Visual Strategy Fair • Visual Communication 15
16. Slide 16: 2. Focus on the Big Picture, not the Numbers • Compare your business with your Visual competitors’ by drawing your “as is” Awakening strategy canvas • See where your strategy needs to change 16
17. Slide 17: 2. Focus on the Big Picture, not the Numbers • Go to the field to explore the six Visual paths to creating blue oceans Exploration • Observe the distinctive advantages of alternative products and services • See which factors you should eliminate, create, or change 17
18. Slide 18: 2. Focus on the Big Picture, not the Numbers • Draw your “to be” strategy canvas Visual based on insights from field Strategy observations Fair • Get feedback on alternative strategy canvases from customers, competitors’ customers, and noncustomers • Use feedback to build the best “to be” future strategy 18
19. Slide 19: 2. Focus on the Big Picture, not the Numbers • Distribute your before-and-after Visual strategic profiles on one page for Communication easy comparison • Support only those projects and operational moves that allow your company to close the gap to actualize the new strategy 19
20. Slide 20: 3. Reach Beyond Existing Demand • First tier: “Soon to be” non- customers who are the edge of The Three your market, waiting to jump ship Tier of Non- • Second tier: “Refusing” non- customers customers who consciously choose against your market • Third tier: “Unexplored” non- customers who are in markets distant from yours 20
21. Slide 21: 4. Get The Strategic Sequence Right The Sequence of Blue Ocean Strategy Buyer utility Price Is there exceptional buyer Is your price easily utility in your business idea? accessible to the mass of buyers? 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 21
22. Slide 22: Executing Blue Ocean Strategy 22
23. Slide 23: 5. Overcome Key Organizational Hurdles Cognitive Resource Hurdle Hurdle Overcome Key Organizational Hurdles Motivational Political Hurdle Hurdle 23
24. Slide 24: 5. Overcome Key Organizational Hurdles Cognitive • Ride the “Electric Sewer” Hurdle • Meet with Disgruntled Customers (status quo) • Redistribute resources to your hot spots Resource Hurdle • Redirect resources from your cold spots • Engage in horse trading 24
25. Slide 25: 5. Overcome Key Organizational Hurdles • Zoom in on Kingpins (key influencers) Motivational • Place kingpins on a fishbowl Hurdle • Atomize to get the organization to change itself • Secure a consigliere on your top Political management team Hurdle • Leverage your angels and silence your devils 25
26. Slide 26: 5. Build Execution Into Strategy Fair Process of Strategy Strategy Formulation Process Fair Process – Engagement, Explanation, Expectation clarity Attitudes Trust and Commitment – “I feel my opinion counts” Behavior Voluntary Cooperation – “I’ll go beyond the call of duty” Strategy Execution Exceeds Expectation – self initiated 26
27. Slide 27: Source of Reference • W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy, HBS Publication 27
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