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Blue Ocean Strategy. How to create uncontested market space and make the competition irrelevant. Katharina BOST 12/06/2006. About the Founders : Chan & Renee. W. Chan Kim The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and

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Blue ocean strategy

Blue Ocean Strategy

How to create

uncontested market space

and make the competition irrelevant

Katharina BOST 12/06/2006


About the Founders: Chan & Renee

  • W. Chan Kim

  • The Boston Consulting Group

  • Bruce D. Henderson Chair

  • Professor of Strategy and

  • International Management

  • Renée Mauborgne

  • The INSEAD Distinguished

  • Fellow and Professor of Strategy

  • and International Management




The rising Imperative of Creating Blue Oceans

  • supply exceeds demand

  • globalization

  • accelerated commoditization of products and services

  • increasing price wars

  • shrinking profit margins

  • brands are becoming more similar

  • select based on price

  • ...


BOS Logic: The Core Principles

Reconstruct Market

Boundaries

… overcome believes.

Reach beyond

existing Demand

… go for uncontested space.

VI

COST

VI

Get the strategic

sequence right

… value [innovation] first.

VALUE


BOS Logic: Reconstruct market boundaries

Head-to-Head

Competition

Boundaries of

Competition

Creating

New Market Space


BOS Logic: The Core Principles

Reconstruct Market

Boundaries

… overcome believes.

Reach beyond

existing Demand

… go for uncontested space.

VI

COST

VI

Get the strategic

sequence right

… value [innovation] first.

VALUE


BOS Logic: Reach beyond existing demand

Noncostumer

Core Customer

Soon-to-be-NC

Refusing Customer


BOS Logic: The Core Principles

Reconstruct Market

Boundaries

… overcome believes.

Reach beyond

existing Demand

… go for uncontested space.

VI

COST

VI

Get the strategic

sequence right

… value [innovation] first.

VALUE


BOS Logic: Get the Strategic Sequence right

Buyer utility

Is there exceptional buyer

utility in your business idea?

No  Rethink

YES

Price

Is your price easily accessible to the mass of buyers?

No  Rethink

YES

Cost

Can you attain your cost target to profit at your strategic price?

No  Rethink

YES

Adoption

What are the adoption hurdles in actualizing your business idea?

Are you addressing them up front?

No  Rethink

YES

A commercially viable Blue Ocean Strategy


The case of Accor's Formule 1

The value curve of Formule 1 in the French Low Budget Hotel Industry


References

  • W. Chan Kim, Renée Mauborgne, Blue Ocean Strategy, 2005,

  • Havard Business School Press.

  • http://www.blueoceanstrategy.com

  • HANDELSBLATT, Donnerstag, 06. Oktober 2005,

  • Mit Nichtkunden neue Märkte finden.

  • http://www.hotelformule1.com



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