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www.blueoceanstrategy.com © Kim & Mauborgne
blue ocean strategy®
Go where profits and growth are –
and where the competiti...
•Data: 150 strategic moves, more than 30 
industries, over 100 years (1800‐2000)
•Variables considered: industrial, 
organ...
Red versus blue
www.blueoceanstrategy.com © Kim & Mauborgne
Red Ocean Strategy
Compete in existing market space
Beat the c...
Six paths to 
blue ocean strategy
www.blueoceanstrategy.com © Kim & Mauborgne
From 
Competing 
Within
To Creating
Across
T...
Strategy canvas of [yellow tail]  
www.blueoceanstrategy.com © Kim & Mauborgne
High
Low
[yellow tail]
Premium wines
Budget...
Four actions framework
www.blueoceanstrategy.com © Kim & Mauborgne
A New 
Value 
Curve
Eliminate
Which of factors that 
th...
Minimizing risks & maximizing opportunities in 
formulation & executing blue ocean creation
www.blueoceanstrategy.com © Ki...
www.blueoceanstrategy.com © Kim & Mauborgne
blue ocean strategy®
How to create uncontested market space and 
make the comp...
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Blue Ocean Strategy Presentation

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Blue Ocean Strategy Presentation

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

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