The document summarizes key concepts from the book "Blue Ocean Strategy" by W. Chan Kim and Renee Mauborgne. It discusses how to create new market space untouched by competition by focusing on six paths: looking across alternative industries, strategic groups, the chain of buyers, complementary offerings, functional/emotional appeal, and time. It also outlines the four principles of blue ocean strategy: reconstructing market boundaries, focusing on the big picture rather than numbers, reaching beyond existing demand, and getting the strategic sequence right. The last part discusses overcoming organizational hurdles to execution of a blue ocean strategy.

1. Blue Ocean StrategyBlue Ocean Strategy
How to Create Uncontested Market Space
and Make the Competition Irrelevantp
Author ‐ W.Chan Kim & Renee Mauborgne

2. Chapter 1 – Creating Blue Oceans

3. • Although the term blue oceans is new, their existenceg ,
is not. They are a feature of business life, past and
present.
L k b k h d d d k lf H• Look back one hundred years and ask yourself, How
many of today’s industries were then unknown? The
answer: Many industries as basic as automobiles,
music recording, aviation, petrochemicals, health care
and management consulting were unheard of or had
just begun to emerge at that timejust begun to emerge at that time.
• Now turn the clock back only thirty years. Again a
plethora of multibillion – dollars industries jumps out –
mutual funds, cell phones, gas‐fired electricity plants,
biotechnology, coffee bars and home videos, to name a
fewfew.

4. • Now put the clock forward twenty years orNow put the clock forward twenty years or
perhaps fifty years and ask yourself how many
now unknown industries will likely exist thennow unknown industries will likely exist then.
• If history is any predictor of the future, again
the answer is many of themthe answer is many of them.
• The reality is that industries never stand still.
Th i l l O iThey continuously evolve. Operations
improve, market expand, and players come
dand go.

5. Chapter 2 – Analytical tools and Frameworks

6. The Four Actions Framework –The Four Actions Framework
1) Which of the factors that the industry takes
for granted should be eliminated?for granted should be eliminated?
2) Which factors should be reduced well below
h i d ’ d d?the industry’s standard?
3) Which factors should be raised well above
the industry’s standard?
4) Which factors should be created that the)
industry has never offered?

7. Chapter 3 – Reconstruct Market Boundaries

8. • The first principle of blue ocean strategy is toThe first principle of blue ocean strategy is to
re‐construct market boundaries to break from
the competition and create blue oceansthe competition and create blue oceans.
Thi i i l dd h h i k• This principle addresses the search risk many
company struggles with.
• The challenge is to successfully identify, out of g y y,
the haystack of possibilities that exist,
commercially compelling blue ocean strategy.y p g gy

9. The six paths framework to remaking marketThe six paths framework to remaking market
boundaries.
1) Look Across Alternative Industries1) Look Across Alternative Industries
2) Look Across Strategic Groups Within
IndustriesIndustries
3) Look Across the Chain of Buyers
4) Look Across Complementary Product and4) Look Across Complementary Product and
Service Offerings
5) Look Across Functional or Emotional Appeal5) Look Across Functional or Emotional Appeal
to Buyers
6) Look Across Time6) Look Across Time

10. Path 1 – Look Across Alternative IndustriesPath 1 Look Across Alternative Industries
• In the broadest sense, a company competes not only with the , p y p y
other firms in its own industry but also with companies in
other industries that produce alternative product or services.
Alt ti b d th b tit t• Alternatives are broader than substitutes.
• Products or services that have different forms but offer the
same functionality or core utility are often substitutes for y y
each other.
• On the other hand, alternatives include product or services
h h diff f i d f b hthat have different functions and forms but the same
purpose.

11. Path 2 – Look Across Strategic Groups Within
I d iIndustries
• Just as blue oceans can often be created by looking across
alternative industries, so can they be unlocked by looking across
strategic groups.
• The tem refers to a group of companies within an industry that
pursue a similar strategy.
• Strategic group can generally be ranked in a rough hierarchical
order built on two dimensions : price and performance.
• Most companies focus on improving their competitive position
within a strategic group.
• The key to creating a blue ocean across existing strategic groups is y g g g g p
to break out of this narrow tunnel vision by understanding which
factors determine customers decisions to trade up or downs from
one group to another.

12. Path 3 – Look Across the Chain of BuyersPath 3 Look Across the Chain of Buyers
• In most industries, competitors converge around a common , p g
definition of who the target buyer is. In reality, there is a chain
of “buyers” who are directly or indirectly involved in the
buying decisionbuying decision.
• The purchasers who pay for the product or services may differ
from the actual users, and in some cases there re important
influencers as well.
• Although these three groups may overlap, they often differ.
When they do they frequently hold different definitions ofWhen they do, they frequently hold different definitions of
value.

13. Path 4 ‐ Look Across Complementary Product
d S i Off iand Service Offerings
• Few products and services are used in a vacuum. In mostp
cases, other products and services affect their value. But in
most industries rival converge within the bounds of their
industry’s product and service offeringindustry s product and service offering.
• Untapped value is often hidden in complementary products
and services.
• The key is to define the total solution buyers seek when they
choose a product or service.
A i l d i hi k b h h b f• A simple way to do so is to think about what happens before,
during and after your product is used.

14. Path 5 ‐ Look Across Functional or Emotional
A l BAppeal to Buyers
• Competition in an industry tends to converge not only on an
accepted notion of the scope of its product and services but also on
one of two possibilities bases of appeal.
• Some industries compete principally on price and function largelySome industries compete principally on price and function largely
on calculations of utility; their appeal is rational. Other industries
compete largely on feelings; their appeal is emotional.
O ti f ti ll i t d i d t i b• Over time, functionally oriented industries become more
functionally oriented; emotionally oriented industries become more
emotionally oriented.
• When companies are willing to challenge the functional‐emotional
orientation of their industry, they often find new market space.

15. Path 6 ‐ Look Across TimePath 6 Look Across Time
• All industries are subject to external trends that effect their
businesses over time. Think of the rapid rise of the internet or the
global movement toward protecting the environment.
• Looking at these trends with the right perspective can show you
how t create blue ocean opportunities.
• Most companies adapt incrementally and somewhat passively as
events unfold. Whether it’s the emergence of new technologies or
major regulatory changes, managers tend to focus on projecting the
trend itself.
• But key insights into blue ocean strategy rarely come from
projecting the trend itself. Instead they rise from business insights
into how the trend will change value to customers and impact the
company’s business model.

16. Chapter 4 – Focus on the Big Picture, Not the
Numbers

17. • Once you know the paths to creating blue y p g
oceans. The next question is, How do you align
your strategic planning process to focus on the
big picturebig picture.
• The key is to draw a strategy canvas not only
visualizes a company’s current strategic position
in its marketplace but also helps its future
strategy.
• By building a company strategic planning process• By building a company strategic planning process
around a strategy canvas, a company and its
managers focus their main attention on the big
i h h b i i d ipicture rather than becoming immersed in
numbers and jargon and getting caught up in
operational details. p

18. The four Steps of Visualizing StrategyThe four Steps of Visualizing Strategy
1) Visual Awakening
2) Vi l E l i2) Visual Exploration
3) Visual Strategy Fair
4) Visual Communication

19. Step 1 ‐ Visual AwakeningStep 1 Visual Awakening
• A common mistake is to discuss changes in strategy beforeg gy
resolving differences of opinion bout the current state of play.
• Another problem is that executives are often reluctant to
accept the need for changes; they may have a vested interest
in the status quo, or they ay feel that time will eventuallyq , y y y
indicate their previous choices.

20. Step 2 ‐ Visual ExplorationStep 2 Visual Exploration
• Getting the wake‐up call is only the first step. The next step isg p y p p
to send a team into the field, putting managers face‐to face
with what they must make sense of : how people use or don’t
use their products or servicesuse their products or services.
• A company should never outsource its eyes. There is simplyp y y p y
no substitute for seeing yourself. Great artist don’t paint from
other people descriptions or even from photographs; they like
to see the subject for themselves The same is true for greatto see the subject for themselves. The same is true for great
strategy.

21. Step 3 ‐ Visual Strategy fairStep 3 Visual Strategy fair
• After visual awakening and visual exploration, the next step isg p , p
drawing and re‐drawing of strategy on strategy canvases by
senior corporate executives and presenting in a visual strategy
fairfair.
• In visual strategy fair, various strategy canvas drawn would begy , gy
discussed followed by questions and answers session.

22. Step 4 ‐ Visual CommunicationStep 4 Visual Communication
• After the future strategy is set, the last step is to communicategy , p
it in a way that can be easily understood by any employees.
• It can be simple one‐page picture showing its new and old
strategic profiles so that every employees could see where
the company stood and where it had to focus its efforts top y
create a compelling future.

23. Chapter 5 – Reach Beyond Existing Demand

24. • No company wants to venture beyond redNo company wants to venture beyond red
oceans only to find itself in a puddle.
• The question is, how to maximize the size ofThe question is, how to maximize the size of
the blue ocean you are creating?
• This bring us to the third principle of blue This bring us to the third principle of blue
ocean strategy: Reach beyond existing
demand. This is key component of achieving
value innovation.
• By aggregating the greatest demand for a new
offering, this approach attenuates the scale
risk associated with creating a new market.

25. The Three Tiers of
Noncustomers
‐ First tier – “soon‐to‐be”
noncustomers who are on
Second Tier
Third Tier
noncustomers who are on
the edge of your market,
waiting to jump ship.
First Tier
‐ Second tier – “Refusing”
noncustomers who
Your Market
consciously choose against
your market.
‐ Third tier ‐ “Unexplored”
noncustomers who are in
market distant from yoursmarket distant from yours.

26. Chapter 6 – Get the Strategic Sequence Right

27. • You’ve looked across paths to discoverYou ve looked across paths to discover
possible blue oceans. You’ve have constructed
a strategy canvas that clearly articulates youra strategy canvas that clearly articulates your
future blue ocean strategy. And you have
explored how to aggregate the largest possibleexplored how to aggregate the largest possible
mass of buyers for your idea.
• The next challenge is to build a robust• The next challenge is to build a robust
business model to ensure that you make a
healthy profit on your blue ocean idea Thishealthy profit on your blue ocean idea. This
bring us to the fourth principle of blue ocean
strategy : get the strategic sequence rightstrategy : get the strategic sequence right.

28. The Sequence of Blue Ocean StrategyThe Sequence of Blue Ocean Strategy
• Buyer Utility – Is there exceptional buyer utility in your y y p y y y
business idea? If yes, move to next sequence. If No, rethink.
• Price – Is your price easily accessible to the mass of buyers? If
t t If N thi kyes, move to next sequence. If No, rethink.
• Cost – Can you attain your cost target to profit at your
strategic price? If yes, move to next sequence. If No, rethink.g p y , q ,
• Adoption – What are the adoption hurdles in actualizing your
business idea? Are you addressing them up front? If yes,
If N hi kmove to next sequence. If No, rethink.
• Passing through above mentioned sequence successfully, we
reach at “A commercially Viable Blue Ocean Idea”.reach at A commercially Viable Blue Ocean Idea .

29. Chapter 7 – Overcome key organizational
hurdles

30. • Once a company had developed a blue oceanOnce a company had developed a blue ocean
strategy with a profitable business model, it
must execute it The challenge of executionmust execute it. The challenge of execution
exists, of course, for any strategy.
• Companies like individuals often have a• Companies, like individuals, often have a
tough time translating thought into action
whether in red or blue oceanswhether in red or blue oceans.
• But compared with red ocean strategy, blue
t t t i ifiocean strategy represents a significance
departure from the status quo.

31. The Four Organizational Hurdles to Strategy
E iExecution
• Cognitive Hurdle – An organization wedded to the status quo.g g q
• Resource Hurdle – Limited resources
• Motivational Hurdle – Unmotivated Staff
• Political Hurdle – Opposition from powerful vested interests

32. Chapter 8 – Build Execution into Strategy

33. • A company is not only top management nor isA company is not only top management, nor is
it only middle management. A company is
everyone from the top to the front lineseveryone from the top to the front lines.
• And it is only when all the members of an
organization are aligned around a strategy andorganization are aligned around a strategy and
support it.
O i h i i l h dl• Overcoming the organizational hurdles to
strategy execution is an important step toward
th t d It th dbl k th tthat end. It removes the roadblocks that can
put a halt to even the best of strategies.

34. Chapter 9 – Conclusion : The Sustainability and
renewal of Blue ocean Strategy

35. • Creating Blue oceans is not a staticCreating Blue oceans is not a static
achievement but a dynamic process.
• Once company creates a blue ocean and its• Once company creates a blue ocean and its
powerful performances consequences are
known sooner or later imitators appear onknown, sooner or later imitators appear on
the horizon.
Th i i H l ill h• The question is, How soon or late will they
come? Put differently, how easy or difficult is
bl t t t i it t ?blue ocean strategy to imitate?

36. THANK YOUTHANK YOU
H h d h di ☺Hope you had a happy reading ☺