blue round-1 - BLUE OCEAN STRATEGY SIMULATION Theory by W...

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Unformatted text preview: BLUE OCEAN STRATEGY SIMULATION Theory by W. CHAN KIM & RENEE MAUBORGNE Design and Development by INTRODUCTION TO ROUND BLUE-1 YOUR ROLE OVER THE NEXT YEAR MIKE D’OLPHIN IS NOMINATED CEO OF BLUE BUDDIES Mike is very interested in the Blue Ocean Strategy theory and convinces the Executive Team to try to create a Blue Ocean Mike and the Executive Team discuss what they should do and make two vital decisions To focus just on the Product (rather than Service and Delivery) for the moment To begin by conducting their own Visual Exploration of the market, focusing more on noncustomers of the industry than existing customers. 3 10/10/2008 © STRATX 3 YOU ROLE IS TO ASSIST THE EXECUTIVE TEAM IN CREATING A BLUE OCEAN To draw the current competitor Value Curves, discuss the shape of all Curves and draw a conclusion about the industry’s overall Value Curve; this step is called Visual Awakening To read and debate the outcome of the Visual Exploration conducted by the Executive Team To develop one or several To-Be ERRC grids and their associated Strategy Canvases. Select a final set of Competing Factors to create a Blue Ocean product offering To decide on how to allocate your total budget across your Red Ocean product, your newly created Blue Ocean product, and Corporate Projects To make decisions to launch your Blue Ocean product in the market, including price, production numbers, marketing investment and the degree of geographical expansion. 4 10/10/2008 © STRATX 4 BLUE OCEAN CREATION PROCESS 5 VISUAL AWAKENING VISUAL EXPLORATION VISUAL COMMUNICATION 10/10/2008 © BLUE OCEAN STRATEGY INITIATIVE CENTER 5 MORE ON THE SIX PATHS THE SIX CONVENTIONAL BOUNDARIES OF COMPETITION To Creating Across From Competing Within Industry Strategic group Buyer group Scope of product or service offering Functional-emotional orientation of an industry Time SIX PATHS TO BLUE OCEAN STRATEGY 7 10/10/2008 © KIM & MAUBORGNE PATH ONE – INDUSTRY Ask: What are the alternative industries to your industry? Why do buyers trade across to them? Example Netjets Cirque du Soleil André Rieux 8 10/10/2008 © KIM & MAUBORGNE PATH TWO – STRATEGIC GROUP Ask: What are the strategic groups in your industry? Why do buyers trade up for the higher group, and why do they trade down for the lower one? Example Curves 9 10/10/2008 © KIM & MAUBORGNE PATH THREE – CHAIN OF BUYERS Ask: What is the chain of buyers in your industry? Which buyer group does your industry typically focus on? If you shifted the buyer group of your industry, how can you unlock new value? Example Novo Nordisk 10 10/10/2008 © KIM & MAUBORGNE PATH FOUR – COMPLEMENTARY PRODUCTS & SERVICES Ask: What is the context in which your product or service is used? What happens before, during, and after?...
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This note was uploaded on 03/28/2012 for the course ENTR 3312 taught by Professor Staff during the Spring '08 term at University of Houston.

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blue round-1 - BLUE OCEAN STRATEGY SIMULATION Theory by W...

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