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Apply Blue Ocean Strategy Assignment Derya
1. BLUE OCEAN STRATEGY
DEVELOPMENT
BEKRON WEB HOSTING COMPANY
ENTREPRENEURSHIP CLASS DERYA IBRAHIM NASIRLI
2. INDUSTRY, TRENDS and VISION
TRENDS
1. Increasing internet usage – Web 2.0/Social Networking/Online Games
2. Increasing computer usage
3. Keeping data electronically – No more notebooks
VISION
Bekron hosting company will be the number one web hosting company in
Turkey and in our region which is most trusted, innovative and serving
small and mid-sized companies with its strong brand name.
INDUSTRY
According to North American Industry Classification System
(NAICS), Bekron will serve under the Information Sector. Under it, it is
classified as Data Processing, Hosting, and Related Services.
3. INDUSTRY and the JOB
We will provide virtual
spaces on our servers for
your websites.
Bekron
Data If you don’t have a website
processing, Ho yet;
sting and
Related 1. We will find you a domain
Services
name -
Information www.appazbavbekov.co
m
Total
Industry 2. By our partner website
designers, we will build a
website for you
We will also rent our servers
for your needs other than
hosting your websites.
4. ALTERNATIVES
Asian
BASIC NEED
European
Business: Italian Restaurant
Own a Data
Center
Creating a Domestic
website Hosting
Firms
BASIC NEED and/or placing
your website
on internet
Business: Web Hosting International
Hosting Firms
5. ALTERNATIVES 2
This is not like an Italian restaurant.
This is not a basic need like nutrition.
You will keep doing your business in a traditional
way or you will not have a place in the virtual world.
OWN A DATA CENTER DOMESTIC FIRMS INTERNATIONAL FIRMS
• Expensive • Many people are doing this • Closer the server location,
• Can’t be afforded by mid- business better the hosting service
small size businesses and • Trust is important • Known companies’ prices can
personal users • Low prices be high
6. KFC
KEY FACTORS OF COMPETITION for WEB HOSTING
Company
History and Price 1. Price
References
2. Server Interruption
3. Instant Technical Assistant
Location of
the Servers
Server
Interruption
4. Customized Product
5. Connection Speed
6. Location of the Servers
Connecti
Instant
Technical
7. Company History and
on Speed References
Assistant
Customized
Product
7. KFC RATINGS
• What do customers and non-customers say about the KFC’s
• I created an survey and had 70 responses.
• Respondents were from;
1. First Tier – Who are getting hosting service from domestic firms
2. Second Tier – Who are using international hosting firms
3. Third Tier – Who doesn’t have any business and interest of having a
web site
90%
80% 77%
70%
61% 60% Price
60% Server Interruption
50% Instant Technical Assistance
40% Customized Product
30% Connection Speed
20% Location
10% Company History
0%
1 Lowest 2 3 4 5 Highest
8. STRATEGY CANVAS
Strategy Canvas of Web Hosting Business
6
5
4 Bekron Hosting
Offerings
Domestic Firms
3
International Firms
2
Owning your Data Center
1
0
Price
Location
Instant Technical Assistance
Customized Product
Company History
Server Interruption
Connection Speed
Factors of Competition
9. FOUR ACTIONS
ELIMINATE RAISE
• Eliminate the services other than; • Server security (Firewall)
1. Web site building • Number of small-Mid size
2. Providing domain name companies in our customer
3. Web hosting portfolio
• Outsource Data Center • Relationship with the
• Some products like reseller organizations like KOSGEB or
package ENDEVOUR
REDUCE CREATE
• Complexity in our website • More value with customized
• Number of targeted customer products for our customers
segments
10. MY STRATEGY WILL WORK
WHY
1. We will do this more professionally
2. We will follow the latest developments about
the sector and try to implement them in our
business. Innovation.
3. We will use our network from professional
and social lives
4. We will not target all the customer segments
in the market
11. MISSION STATEMENT
And Data
And providing
them the Connection
Fastest Speed
Technical
Assistance
On Internet
VISION
Our Business
Partners’
Websites
We are
Guarding
Bekron hosting company will be the number
one web hosting company in Turkey and in our
region which is most trusted, innovative and
serving small and mid-sized companies with its
strong brand name.
Define the: (a) “industry segment” you want to target, based on (b) the “job” the customers in this industry segment want to do. Example: (a) “restaurants”, (b) “satisfy hunger fast”.
Determine “alternatives” to do this “job” - not substitutes! (see Blue Ocean lecture notes). Group the alternatives together if their value curves are almost the same. Example: McDonald's, Burger King Fast Food
Determine “alternatives” to do this “job” - not substitutes! (see Blue Ocean lecture notes). Group the alternatives together if their value curves are almost the same. Example: McDonald's, Burger King Fast Food
For these alternatives do competitive research using Internet to identify “industry assumptions”. These will be the “key factors of competition” (KFC) for your Strategy Canvas. Next, rate these KFCs from 1-5 ((1 lowest/5 highest) based on the relative importance level for the non-customers. Remember KFCs are what the alternatives in the industry compete on / invest in. (For extra credit, find non-customers and have them rate the alternatives based on KFCs for importance and satisfaction. Make sure you understand and classify into which Tier- type these people you talk to belong. You should only take into account Tier 1 and Tier 2 customer inputs at this point.)
For these KFCs, rate from 1-5 (1 lowest/5 highest) how satisfactory the current alternatives are for non-customers (Tier 1 and Tier 2 segments, who are not fully satisfied with the current alternatives ). For now, you will have to use your best judgment to rate these on your own, if you chose not to talk to real people. Of course, if you do talk to real customers, they should be the ones to rate the KFCs, not you.
For these KFCs, rate from 1-5 (1 lowest/5 highest) how satisfactory the current alternatives are for non-customers (Tier 1 and Tier 2 segments, who are not fully satisfied with the current alternatives ). For now, you will have to use your best judgment to rate these on your own, if you chose not to talk to real people. Of course, if you do talk to real customers, they should be the ones to rate the KFCs, not you.
Use the Four-Actions-Framework to generate strategy ideas. You can also make use of the Utility Matrix to “create” KFCs that don’t exist now.Select ideas that will appeal to “non-customers” (in your opinion) and will be attractive to the many non-customers i.e. mass-market (ok to leave out some small segments of customers as long as you attract the mass-market).
Do you like the strategy (Value Curve) resulting from this Strategy Canvas? If so keep what you have, if not you can go back and think about each step above, to create a different Value Curve that will work better. You should explain to the class why your strategy will work – i.e. why non-customers will prefer / value your value curve compared to the other alternatives.
Now, do a mind-map to identify the top 3 instructions you would want to leave with your partners/workers, so they know “what to do” and “what not to do” to achieve your Value Curve. “What to do” is what you create/improve, “what not to do” is what you reduce/eliminate in Four- Actions Framework. Write this as a mission statement.
