BlueOceanStrategies

BlueOceanStrategies - OutcomesofBOS focuson Defininghardto

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1 Outcomes of BOS Outcomes of BOS The outcome will be sustainable competitive advantage  through uncontested market space.   Your blue ocean strategy will be characterized by a  focus on:   - Keeping current customers and attracting non  or underserved customers -Creating  mass appeal opportunities - Defining hard to copy opportunities  -  Achieving high value and low costs
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2 What is Strategy? What is Strategy? Six Assumptions Six Assumptions Define the industry similarly and focus on being the best  within it. Strive to stand out in a selected, generally accepted  industry group. Focus on same buyer group and influencers. Define scope of products and services offered by their  industry similarly. Accept their industry’s functional and emotional  orientation. Focus on the same point in time; often on current  competitive threats. 123 cont’d
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3 What is Strategy? What is Strategy? Critical Drivers of Success Innovation and sustainable differentiation Execution Internal evolution for long term impact
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4 Strategy Comparison Strategy Comparison Red Ocean Strategies Blue Ocean Strategies Work the fixed/defined market Reconstruct / redefine market  boundaries Beat the competition Make the competition irrelevant Stay within existing industry order Create a leap in value for buyers Compete for same customers Open new and uncontested markets Make value/cost tradeoffs Break value / cost tradeoffs Choose between differentiation   and  low cost to buyers Aggressively pursue differentiation  and low cost Increase features / increase costs to  produce and deliver product or  service Increase value and decrease costs 132
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5 Industry Focus on rivals within industry Looks across alternative industries Strategic Group Focus on competitive position within strategic group Looks across strategic groups  within industry Buyer Group Focus on better serving the buyer group Redefines the industry buyer  group Scope of product or service offered Focus on maximizing the value of  product/service offerings within the  industry Looks across complementary  product and service offerings
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This note was uploaded on 12/16/2009 for the course WPC 394 taught by Professor Bronowitz during the Spring '09 term at ASU.

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BlueOceanStrategies - OutcomesofBOS focuson Defininghardto

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