Blue ocean Strategy

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					What is Blue Ocean Strategy? Key
Points
 BOS is the simultaneous pursuit of differentiation and low cost.
 The aim of BOS is not to out-perform the competition in the existing
  industry, but to create new market space or a blue ocean, thereby
  making the competition irrelevant.
 While innovation has been seen as a random/experimental process
  where entrepreneurs and spin-offs are the primary drivers . BOS
  offers systematic and reproducible methodologies and processes in
  pursuit of blue oceans by both new and existing firms.
 BOS frameworks and tools include: Value Innovation, Strategy
  Canvas, 4 Actions Framework, Eliminate-Reduce-Raise-Create Grid
  (ERRC)
These frameworks and tools are designed to be visual in order to not
  only effectively build the collective wisdom of the company but also
  allow for effective strategy execution through easy communication.
 BOS covers both strategy formulation and strategy
  execution.
 While competitive strategy is a structuralist theory of
  strategy where structure shapes strategy, BOS is a
  reconstructionist theory of strategy where strategy
  shapes structure.
 As an integrated approach to strategy at the system
  level, BOS requires organizations to develop and align
  the three strategy propositions: value proposition,
  profit proposition and people proposition
Value Innovation
 simultaneous pursuit of differentiation and low cost
 making the competition irrelevant
 opening up new and uncontested market space
 value to buyers comes from the offering’s utility minus
  its price
 value to the company is generated from the offering’s
  price minus its cost
 value innovation is achieved only when the whole
  system of utility, price and cost is aligned
value-cost tradeoff
 What factors can be eliminated that the industry has
  taken for granted?
 What factors can be reduced well below the
  industry’s standard?
 What factors can be raised well above the industry’s
  standard?
 What factors can be created that the industry has
  never offered?
strategy canvas
 horizontal axis captures the range of factors that the industry
    competes
   vertical axis captures the offering level that buyers receive across
    all these key competing factors
   The strategy canvas serves two purposes:
   Firstly, it captures the current state of play in the known market
    space. This allows you to understand where the competition is
    currently investing and the factors that the industry competes on
   Secondly, it propels you to action by reorienting your focus
    from competitors to alternatives and from customers to
    noncustomers of the industry
   graphic depiction of a company's relative performance across its
    industry's factors of competition
4 Actions Framework
Eliminate-Reduce-Raise-Create
Grid (ERRC)
Red Ocean Strategy
 Red oceans are all the industries in existence today—the known
    market space
   industry boundaries are defined and accepted, and the
    competitive rules of the game are known
   companies try to outperform their rivals to grab a greater share of
    existing demand
   As the market space gets crowded, prospects for profits and
    growth are reduced
   Products become commodities, and cutthroat competition turns
    the red ocean bloody
   Blue oceans, in contrast, denote all the industries not in
    existence today—the unknown market space, untainted by
    competition
   In blue oceans, demand is created rather than fought over

				
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posted:7/28/2012
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