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Blue Ocean Strategy

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  • 1. Blue Ocean Strategy (BOS) PRESENTER: AMJAD ALI SHAHID SUBASHINI RAMAKRISHNAN
  • 2. SCOPE OF PRESENTATION 1. Definitions of Blue Ocean Strategy (BOS) 2. Concepts of BOS 3. Examples of Companies using BOS Strategy 4. Organizational Hurdles to BOS Execution 5. Case Study of Cirque Du Soleil & BOS 6. Conclusion
  • 3. • a way to make the competition irrelevant by creating a leap in value for both the company and its customers. • an analogy to describe the wider, deeper potential of market space that is not yet explored. Like the “blue” ocean, it is vast, deep, powerful, in terms of profitable growth, and infinite. (W.Chan Kim and Renee Mauborgne, 2005) WHAT IS BLUE OCEAN STRATEGY (BOS)?
  • 4.  Create uncontested market space.  Make the competition irrelevant.  Create + capture new demand.  Break the value/cost trade-off.  Align the whole system of a company's activities in pursuit of differentiation + low cost. 1. BOS Helps Organization To: W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
  • 5. Principles of BOS W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
  • 6. VALUE INNOVATION W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
  • 7. Action Framework of BOS W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
  • 8. W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006) http://geanu.pbworks.com/f/blue-ocean-strategy.pdf
  • 9. EXAMPLES OF ORGANIZATION PRACTISING BOS
  • 10. CASE STUDY : CIRQUE DU SOLEIL https://www.youtube.com/watch ?v=T3puuS05pzg http://www.cirquedusoleil.com/e n/home.aspx#/en/home/shows/ details/michael-jackson-one.aspx
  • 11. In 20 years, Cirque has achieved revenues that Ringling Bros. and Barnum & Bailey— the world’s leading circus— took more than a century to attain. using men into the circus instead of animals.
  • 12. CASE STUDY : CIRQUE DU SOLEIL Cirque du Soleil: • Target Market : Adults • Not Dependent to Star performance & animal shows • Reduce fun & humor • Reduce Thrills & dangers • Unique Venue • Theme & Theater Low Cost, High Price Circus Industry Traditional Circus: • Target Market : Children • Dependent to : Star performance, animal shows • High fun & humor • High Thrills & dangers High Cost, Low Price
  • 13. VALUE INNOVATION W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
  • 14. Action Framework of BOS W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
  • 15. • 4000 employees + artists worldwide - 1984 – 73 people Today – 3000 employees & 1000 artists - 40 Nationalities & 25 languages • 90 Million viewers – 200 cities • 19 shows across globe • estimated annual revenue exceeding US$810 million. • Net worth/ assets – US $ 2.5 billion • One Drop Foundation – fight against poverty • Won hundreds of awards – originality + excellent management Sandesh Goshal (2012) : http://www.slideshare.net/sandy.0485/cirque-dusoleil-5128574 BOS Has Benefitted CDS In ….
  • 16. Conclusions CREATING BLUE OCEANS - not a static achievement but a dynamic process. Once a company creates a blue ocean and its powerful performance consequences are known, sooner or later imitators appear on the horizon. The question is, How soon or late will they come? Put differently, how easy or difficult is blue ocean strategy to imitate? As the company and its early imitators succeed and expand the blue ocean, more companies eventually jump in. This raises a related question: When should a company reach out to create another blue ocean? In this concluding chapter, we address the issues of the sustainability and renewal of blue ocean strategy W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006) http://geanu.pbworks.com/f/blue-ocean-strategy.pdf