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