Week 8 Blue Ocean Strategy Kim and Mauborgne
What is a blue
A blue ocean is a market space of industries that are not currently in existence. It is an
unknown market space, that makes competition irrelevant and can gain a whole new group
is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large
an observable and measurable end result, ha
Chapter 4 notes
Market comprises of individuals and organisations who are interested and willing to buy a good or
service tio obtain benefits that will satisfy a particular need, and who have the resources to e
Learning Objectives Understand and Explain
The major demographic Segmenting current customers and targeting prospective customers
developments such as
allows marketers to effectively deliver their messages to a defined
Week 3 Core competence reading
It is important to understand a firms core competencies in order to undertake strategic planning,
where they can take advantages of these capabilities.
In a typical planning process, a business begins by i
Week 2 Levitt what business are you in?
Strategic decisions and tactics depend heavily on context.
Theodore Levitt argues that people dont want a quarter inch drill they want a quarter inch
He argues that many marketers focus wrongly on the product a