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Karthik Krishnamoorthy BUS 240 - eCommerce. Red Ocean Vs Blue Ocean. Creating Blue Ocean Value Innovation. Company’s cost act favorably for both innovators and buyers Cost savings occur by eliminating and reducing factors an industry competes

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Karthik Krishnamoorthy

BUS 240 - eCommerce



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Creating Blue Ocean Value Innovation

  • Company’s cost act favorably for both innovators and buyers

  • Cost savings occur by eliminating and reducing factors an industry competes

  • Buyer value is provided by never before offered products

  • Cost is reduced further as scale of economy kicks in

VI

COST

VI

VALUE


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Creating Blue OceanTools

  • Strategy Canvas

    • diagnostic and action framework for building a compelling strategy

    • X-Y Axis, where X represents factors and Y represents company position

    • E.g Yellow Tail Wine


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Creating Blue OceanTools

  • Four Action Framework

    • Eliminate, Reduce,Raise and Create


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Creating Blue OceanTools

  • ELIMINATE-REDUCE-RAISE-CREATE GRID

    • E.g Yellow Tail Wine


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Creating Blue OceanThree Characteristics

For a good strategy

  • Focus - on the important areas and not on every single factor

  • Divergence - away from the competitors offerings

  • Tagline - has a simple easy to communicate


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Creating Blue OceanSix Principles

Formulation Principles

Reconstruct Market Boundaries

… overcome believes.

Reach beyond existing Demand

… go for uncontested space.

Get the strategic sequence right

… value [innovation] first.


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Creating Blue OceanSix Principles

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


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Creating Blue OceanSix Principles

Execution Principles

  • Overcome key organizational hurdles

    • Cognitive, resource and political hurdles

  • Build execution into strategy

    • Fair process strategy formulation

      Examples

  • Yellow Tail

  • Southwest

  • Cirque du Soleil

  • Home Depot


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Thank you

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