Blue Ocean StrategyKey Concepts - ERRC

Books DataAuthor : W. Chan Kim and Renée

MauborgnePublished : 2005Page : 256Publisher : Harvard Business School PressISBN :1-59139-619-0

EliminateEliminate Feature or Services that are not

required by most target customer.Example :

Air Asia Complimentary Meal. Complimentary Baggage. Physical Ticket

ReduceReduce Feature or ServicesExample :

Air Asia Ground Crew (Steward act as ground crew) On Ground Time (Aircraft Cleaning is done by

passenger before landing)

RaiseAdd more services that are popular Example :

Air Asia Free Ticket (one way only) Point to point route that other airlines do not take.

CreateCreating a new service or feature that has

never been done in the industry.Example :

Air Asia Hot Seat : Front Rows and Emergency Exit Seat are

available for a cost. On-line Ticketing and Check-In