Team 3

Blue Ocean Strategy

Chapter 1

IntroductionStrategy?

-A company’s chosen business plan

Two kinds of Strategy -Red Ocean -Blue Ocean

RED OCEANSExisting industries AKA Known MarketsCut-throat and competitiveCompanies fighting over limited demand in

marketExample: American Automobile industry

BLUE OCEANSNon existing industriesUntapped and unknown market spaceCreate demandOpportunity for profitable growthExample: New inventions and expanding

boundaries of red oceans -Nike running shoes

The Continuing Creation of Blue Oceans

Blue Oceans is a new term but their existence is not new.A hundred years ago many of today's industries were

not known.Automobiles, music recording, aviation, petrochemicals,

heath care, and management consulting are all new.Just thirty years ago mutual funds, cell phones, gas-fired

electric plants, biotechnology, discount retail, express package delivery, minivans, snowboards, and home videos did not exist and now are multibillion dollar industries.

If history is any predictor of the future imagine how many new industries will be in existence in fifty years.

The Continuing Creation of Blue Oceans

Industries will always continue to evolve. We have hugely underestimated the capacity to

create new industries and re-create existing ones.The SIC system was replaced by the NAICS in

1997.This new system expanded the ten SIC industry

sectors into twenty sectors to reflect the emerging realities of new industry territories.

This replacement shows how significant the expansion of blue oceans has been.

The Continuing Creation of Blue Oceans

Even though blue oceans are very important the overriding focus of strategic thinking has been focused on competition-based red ocean strategies. This is partly because the corporate strategy is heavily influenced by

military strategy. The strategy can be described as confronting an opponent and

fighting over a given piece of land that is both limited and constant. Unlike war history shows us that the market universe has never been

constant and blue oceans have continuously been created over time. If we focus on red oceans we are accepting the key constraining

factors of war which are limited terrain and the need to beat the enemy to succeed. This denies the distinctive strength of the business world which is the capacity to create new market space that is uncontested.

The Impact of Creating Blue Oceans

Quantifying the impact of blue oceans is done through both revenues and profits.

In a study of a 108 companies’ business launches s, 86 percent of the launches were line extensions (improvements within the red ocean).They account for 62 percent of total revenues and

39 percent of total profits. Ex: The introduction of the minivan to the automobile

industry. Ex: Coke’s introduction to cherry coke, coke zero, and

many others.

The Impact of Creating Blue Oceans

The remaining 14 percent of the launches were blue ocean.38 percent were total revenues61 percent were total profits.

It is evident that total profits from blue oceans are much greater than those of red

oceans line extensions.

The Rising Imperative of Creating Blue Oceans

Accelerated technological advances Improved industrial productivity Allowed suppliers to produce an array of products and

services Increasing industries = supply exceeds demand

Trade barriers between nations and regions dismantled Information of products and services becomes instantly

and globally available niche markets and havens for monopolies continue to

disappearEX: Microsoft – dominates the PC world with their window

programs

The Rising Imperative of Creating Blue Oceans:

As a Result…Accelerated commoditization of products and services

Increasing price wars and shrinking profit margins Recent industry wide studies on major American brands

confirm trendDifferentiating brands become harder

Examples:Colgate vs CrestTide vs Downy

Strategy and management approaches of 21st century are increasingly dissappearing

Management should be more concerned with the blue ocean than fighting the bloody battle in the red ocean

From Company & Industry to Strategic Move

Are there lasting “excellent” companies that continuously outperform the market and repeatedly create blue oceans?To answer, we must determine a basic unit of

analysis for research.Business literature typically studies the company

to determine performance. However, it is strategic move, not the company or the industry, that is the right unit of analysis.Examples: HP (industry sector performance) and

Cirque du Soleil (industry performance)

From Company & Industry to Strategic Move

What is a strategic move?Definition: it is the set of managerial actions and

decisions involved in making a major market-creating business offering.Example: Compaq was acquired by HP and ceased

to be an independent company. However, Compaq made strategic moves in

creating the server industry that unlocked a new multibillion-dollar market space in computing.

From Company & Industry to Strategic Move

ResearchAfter assessing industry, organizational, and

strategic variables in over thirty industries, the authors found that the creation of blue oceans were achieved by all types of companies and industries.The consistent factor in creating blue ocean moves

was the approach to strategy

Value Innovation: The Cornerstone of Blue Ocean Strategy

“value innovation” New way of thinking about and executing strategy

that creates a blue ocean and a break from the competition

Instead of beating competition, focus on making competition irrelevant by creating a leap in value for buyers and your company

Equal emphasis on value and innovationOccurs only when org’s align innovation with

value, price, and cost positions

Value Innovation: The Cornerstone of Blue Ocean Strategy

Simultaneous pursuit of differentiation and low cost

Cirque du Soleil exampleCircus and theaterTent, clowns, classic acrobatic acts Theme and story line

Value Innovation: The Cornerstone of Blue Ocean Strategy

Red Ocean Strategy Blue Ocean StrategyCompete in existing market space Create uncontested market spaceBeat the competition Make the competition irrelevantExploit existing demand Create and capture new demandMake the value-cost trade-off Break the value-cost trade-offAlign the whole system of a firms activities with its strategic choice of differentiation or low cost.

Align the whole system of a firm’s activities in pursuit of differentiation and low cost.

Formulating & Executing Blue Ocean Strategy

How can companies systematically maximize opportunities while simultaneously minimize the risks associated with executing blue ocean strategy?-Strategy will always involve both opportunity and risk

-In our current playing field, there is an unbalanced favor for conducting business in red oceans

-As long as this remains true, red oceans will continue to dominate even though there is an imperative for creating blue oceans

-Blue Ocean Strategy seeks to dismantle this current imbalance between red and blue oceans strategy

Formulating & Executing Blue Ocean Strategy

• Figure 1-4 highlights the Six Principles driving the successful formulation and execution of blue ocean strategy and the risks that these principles satisfy:

The Six Principles of Blue Ocean Strategy:-Formulation principles: -Risk factor each principle satisfies:

Reconstruct market boundaries Search risk Focus on the big picture Planning risk Reach beyond existing demand Scale riskGet the strategic sequence right Business model risk

-Execution principles:Overcome key org. hurdles Organizational riskBuild execution into strategy Management risk