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Bos web


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Bos web

  1. 1. blue ocean strategy ® Go where profits and growth are – and where the competition isn’ © Kim & Mauborgne
  2. 2. Researching the history of  blue ocean creation •Data: 150 strategic moves, more than 30  industries, over 100 years (1800‐2000) • Variables considered: industrial,  organizational and © Kim & Mauborgne
  3. 3. 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 Align the whole system of a  Align the whole system of a  company’s activities with its strategic  company’s activities in pursuit of  choice of differentiation or low cost differentiation  and low © Kim & Mauborgne
  4. 4. Six paths to  blue ocean strategy Industry Strategic group From  Buyer group To Creating Competing  Across Within Scope of product or service offering Functional‐emotional  orientation of an industry Time The six conventional boundaries of competition © Kim & Mauborgne
  5. 5. Strategy canvas of [yellow tail]   High Premium wines [yellow tail] Budget wines © Kim & Mauborgne
  6. 6. Four actions framework Reduce Which factors should  be reduced well below  the industry’s  standard? Eliminate Create Which of factors that  A New  Which factors should  the industry takes for  Value  be created that the  granted should be  industry has never  eliminated? Curve offered? Raise Which factors should  be raised well above  the industry’s  standard? © Kim & Mauborgne
  7. 7. Minimizing risks & maximizing opportunities in  formulation & executing blue ocean creation Formulation Principles Formulation Risks Reconstruct market boundaries Search Risk Focus on the big picture, not the numbers Planning Risk  Reach beyond existing demand Scale Risk Get the strategic sequence right Business Model Risk Execution Principles Execution Risks Overcome key organizational hurdles Organizational Risk Build execution into strategy Management © Kim & Mauborgne
  8. 8. blue ocean strategy ® How to create uncontested market space and  make the competition © Kim & Mauborgne