This document discusses the Blue Ocean Strategy (BOS), a concept from a book that provides strategic management tools. BOS proposes that companies should stop competing in existing markets and instead create new market spaces with uncontested demand. It outlines analytical tools like the strategy canvas and four actions framework to help companies eliminate or reduce existing factors while creating new value. Examples provided show how Cirque du Soleil and Yellow Tail wine brand applied these concepts to achieve success. The document also discusses applying BOS nationally and in the public sector in Malaysia through cross-agency collaboration and innovative thinking beyond conventions.

1. STRATEGI
LAUTAN BIRU
(BLUE
OCEAN
STRATEGY)

2. METHAPOR
“Most companies operate in over-
crowded industries and head –to-
head competition creates “a bloody
red ocean of rivals fighting over a
shrinking profit pool. Far better, to
create a clear blue ocean of
uncontested market space through
value innovation”.
BOS
• Sebuah buku ilmiah berkaitan dengan strategi perniagaan/pengurusan
(berasaskan kajian ke atas 150 inisiatif strategik lebih 100 tahun dan
melibatkan 30 industri diperluaskan kepada NFO, Sektor Awam di pelbagai negara
• Ditulis oleh Prof. W.Chan Kim dan Prof. Renee Mouborgne INSEAD (The Business
School For The World – Fontainebleau)
• Penerbit – Harvard Business School (2005)
• Bestseller – diterbitkan dalam 42 bahasa dan jualannya mencecah 2 juta naskah.
• Pemenang Anugerah Strategi “Thinkers50 “

3. RED VERSUS BLUE
ROS BOS
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 -off
Align the whole system company’s Align the whole system of a
activities with its strategic choice of company’s activities in pursuit of
differentiation or low cost differentiation and low cost

4. BOS SEBAGAI INSTRUMEN
PENGURUSAN
• ANALYTICAL TOOLS
1. The Strategy Canvas (diagnostic &
action framework) – analisis
persekitaran dalaman semasa
2. The Four Actions Framework

5. STRATEGY CANVAS
Premium Wines
High
Budget Wines
Low
Price Use of enological Above-the-line
Vineyard prestige Wine Wine
Terminology and marketing complexity range
And legacy
Distinctions in
Wine communication

6. FOUR ACTIONS FRAMEWORK
CREATE RAISE
REDUCE ELIMINATE
A NEW
VALUE
CURVE

7. STRATEGY CANVAS (YELLOW TAIL)
High Premium Wines
Yellow tail
Budget Wines
Low
Price Use of enological Above-the-line Easy Fun &
Vineyard prestige Wine Wine Drinking adventure
Terminology and marketing complexity range
And legacy
Distinctions in Ease
Wine communication Of
selection

8. ERRC GRID (YELLOW TAIL)
ELIMINATE RAISE
Enological terminology & Price versus budget wines
distinctions Retail store involvement
Aging qualities
Above the line marketing
REDUCE CREATE
Wine complexity Easy drinking
Wine range Ease of selection
Vineyard prestige Fun & adventure

9. CIRQUE du SOLEIL
• Think and act beyond ordinary
ELIMINATE RAISE
Star performers Unique venue
Animal shows
Aisle concession sales
Multiple show arenas
REDUCE CREATE
Fun and humor Theme
Thrill and danger Refined environment
Multiple productions
Artistic music & dance

10. VALUE INNOVATION:THE
CORNERSTONE OF BOS
COSTS
COST ELIMINATING & REDUCING THE FACTORS AN
INDUSTRY COMPETES ON
VALUE
INNOVATION
RAISING & CREATING ELEMENTS THE INDUSTRY
HAS NEVER OFFERED
BUYER VALUE

11. APA BEZANYA?
• Value Creation
• Value Innovation

12. STRATEGI LAUTAN BIRU
KEBANGSAAN
• 40 RIBU ANGGOTA POLIS DAPAT MERONDA
• BANDUAN DITEMPATKAN DI KEM-KEM TENTERA
TERTENTU(AKAN TAMAT HUKUMAN)- BUAT PROJEK
PERTANIAN. TAK PERLU BUAT PENJARA BARU(KOS RM 50 –
RM 60 JUTA/PENJARA)
• KURANGKAN KOS PEMBINAAN JALAN LUAR BANDAR DI
SARAWAK DARI RM250 JUTA KEPADA RM 50 JUTA
(PENGLIBATAN ATM)
• MEMAJUKAN TANAH ATM DENGAN PROJEK
PERTANIAN(TEMBIKAI MADU)-NS & SELANGOR
• 700 RUMAH BAWAH PBR SIAP TAHUN 2011-ATM
• BEKALAN AIR LUAR BANDAR (SARAWAK)

13. PAST EXPERIENCES (BEFORE
BOS)
• INSITU
• JIWA MURNI

14. STRATEGI LAUTAN BIRU
KEBANGSAAN
• Penerapan SLB dalam pemikiran Penjawat
Awam untuk menjayakan NKRA dengan kos
yang minimum (PM)
• Asasnya ialah pemikiran diluar kebiasaan
(bukan konvensional)melalui cara yang kreatif
dan inovatif serta meminimumkan kos.
Misalnya peningkatan beban kerja bukan
hanya dengan mewujudkan tambahan
jawatan sebagai penyelesaian.

15. STRATEGI LAUTAN BIRU
SEKTOR AWAM
• 4 elemen – mengurang,menghapus, mewujud
dan menambah peluang
• Mengurang – tempoh proses pasport
• Menghapus – menahan anggota kastam yang
terlibat dengan ketirisan,rasuah,salahguna
kuasa dan penyelewengan
• Mewujud dan menambah peluang – untuk
setiap rakyat

16. STRATEGI LAUTAN BIRU
SEKTOR AWAM
• 20 Mei 2010 BOS dilancarkan antara PDRM
dan ATM(bendung dan kurangkan kadar
jenayah – kongsi fasiliti latihan,rondaan
sempadan dari PGA kepada ATM – mindset
breakthrough
• 31 Mei 2011, ATM dan PDRM dinobatkan
sebagai Pemenang Anugerah Inovasi PM
• Kerjasama strategik – “doing the
extraordinary and making it so ordinary. They
work beyond their silos” (KSN-PPTD)

17. STRATEGI LAUTAN BIRU
JAN ?

18. ANTARA USAHA……
• SPRM DAN AAN
* Perkongsian kemudahan latihan
• SPRM dan JAN
* Cross Fertilization Program
• OTHERS ? ? ?

19. THINKING
• Thinking out of the box
• Looking at the big picture(not in silo)
• Go beyond ordinary (not conventionally)
• Use both site of the brain
• Think critically (always ask why, how)
• Be realistic (analogi tembok dan lorong)
• Need much input (knowledge)
• The higher the position, the more thinking
activity need to be done
• Thinking critically become a habit
• K workers

20. PSP
JAN 2012