Blue ocean strategy
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Blue Ocean Strategy. Chapter 3: Reconstruct Market Boundaries Group 4. 6 Paths Framework. Look across: Alternative Industries Strategic Groups Chain of Buyers Complementary Product Offerings Functional/Emotional Appeal Time. Path 1: Alternative Industries.

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Blue Ocean Strategy

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Blue ocean strategy

Blue Ocean Strategy

Chapter 3: Reconstruct Market Boundaries

Group 4


6 paths framework

6 Paths Framework

  • Look across:

    • Alternative Industries

    • Strategic Groups

    • Chain of Buyers

    • Complementary Product Offerings

    • Functional/Emotional Appeal

    • Time


Path 1 alternative industries

Path 1: Alternative Industries

  • Compete with alternative products/services


Red bull example

Red Bull Example

VS.


Path 2 strategic groups i n industries

Path 2: Strategic Groups in Industries

  • Unlock blue oceans

  • Strategic groups: companies within industries


Red bull example1

Red Bull Example

  • Red Bull Cola


Path 3 chain of buyers

Path 3: Chain of Buyers

  • Industries tend to focus on one group

    • Retailers

    • Purchasers

    • Consumers

  • Can create blue ocean by switching the norm.

    • Novo Nordisk


Path 4 complimentary product offerings

Path 4:Complimentary Product Offerings

  • Products value are affected by other products that are outside the industry focus.

  • Movie Theaters

  • Buses

  • 5 Hour Energy vs. Red Bull Energy Shots


Path 5 look across functional or emotional appeal to buyers

Path 5:Look Across Functional or Emotional Appeal to Buyers

  • Functional and emotional appeals are embedded

  • Functional- compete on price and function

  • Emotional- compete on feelings of products/services

  • Opportunity for Blue Ocean


Functional and emotional appeal

Functional and Emotional Appeal

  • How separate from a functional red ocean?

    • Example: Starbucks and Cemex

  • How to separate from a emotional red ocean?

    • Example: QB House


Red bull s emotional appeal

Red Bull’s Emotional Appeal

  • Blue Ocean

  • Brand idea

    • Lifestyle

    • Sports

    • Nightlife

    • Youth


Path 6 look across time

Path 6: Look Across Time

  • External trends affect companies

  • Most act passively and adapt incrementally

  • Trends that have affected companies

    • Example: internet and protecting the environment.


Look across time

Look Across Time

  • Opportunity for Blue Oceans

    • Future Telling?

    • Systematic Approach

      • Decisive

      • Irreversible

      • Clear Trajectory

  • Example: Apple and Sex and the City


Red bull s look across time

Red Bull’s Look Across Time

  • Social Media Explosion

    • Cohesive with brand image and target market

  • Facebook

    • 22 million “likes”

  • Twitter

    • 729,000 followers


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