1

Konsep dan Pemikiran NBOS

Blue Ocean Strategy

Transforming the civil service throughSystematic Value Innovations

OUTLINE

Overview

Concept and Thinking

Tools and Methodologies

NBOS in Civil Service

Mindset Change

Think Differently (Transform)

Transformation vs. Change

12

3 Think Differently

using Blue Ocean Strategy Thinking….

to look at pressing issues and create value4

Malaysia

Globally Competitive ?

Globalisasi

Ekonomi

terbuka

Persaingan

Bakat

Kemajuan Sains

dan Teknologi

Tahap Daya Saing

TRANSFORMASI

PERKHIDMATAN AWAM

Cabaran Luaran

KENAPA TRANSFORMASI?

Pemusatan Kuasa

Karenah birokrasi

Hiraki Pelaporan

Rendah Kompetensi Strategik

Kurang Mentoring dan Coaching

Selesa Dalam Keadaan Sekarang

Kurang Responsif dan Kurang Peka

Silo dan Tahap Konsultasi Yang Rendah

Peningkatan Ekspektasi dan Kehendak Rakyat

Cabaran Dalaman

CONCEPT

The Rising Imperative of Creating Blue Ocean

Accelerated Technological Advances

Increasing numbers of competitors

Supply exceeds Demand

The Trend towards Globalisation

Information becomes instantly & globally available

Niche markets and havens for monopoly continue to

disappear

Most Markets

Caught in a

Red Ocean

Business & Economic

Environment

The Book

Sold

over 4

million

copies

The Background – How it all started

1997 1998 1999 2000 2001 2002 2003 2004 2005

Value Innovation: The Strategic Logic of High Growth

Procedural Justice, Strategic Decision Making and the Knowledge Economy

Creating New Market Space

Knowing a Winning Business Idea When You See One

Charting Your Company's Future

Tipping Point Leadership

Blue Ocean Strategy

WHY BLUE….

RED OCEAN VERSUS BLUE OCEAN

Blue Ocean Strategy

Creating Uncontested Market Space&

Making the Competition Irrelevant

(Cara Mencipta Ruang Pasaran Yang Tiada Tandingandan Menjadikan Persaingan Tidak Relevan)

Key Ideas of BOS

Pursues differentiation and low cost to

open an ocean of new market space

Creates new demand by converting

noncustomers into customers

Offers systematic, reproducible/

replicable and visual tools and

processes for the effective formulation and

execution of blue ocean strategies

NBOS

BOS OR NBOS???

4

W. CHAN KIM,

RENÉE

MAUBORGNE,

INSEAD, 2005.

NEW MARKET MAKES

COMPETITION IRRELEVANT

STRATEGY:

REDUCE, ELIMINATE,

RECREATE & IMPROVE

KEY SUCCESS IS INNOVATION

BLUE OCEAN VS RED OCEAN

High impact to the rakyat

ELIMINATE

What factors should be

eliminated that our

industry takes for

granted?

RAISE

What factors should be

raised well above the

industry standard?

REDUCE CREATE

What factors should be What factors should be

reduced well below the created that the industry

industry standard? has never offered?

BOS Tool: ERRC Grid

Low cost to the government

NBOS

Value

ProfitPeople

What is Strategy?

Definition of Strategy

People Proposition

Value Proposition

Profit Proposition

attracts buyers

enables the company to make money

motivates those working for or with the company to execute the strategy

Two Approaches To Strategy

People

Proposition

Value Proposition

Profit Proposition

Structuralist Approach (Red Ocean Strategy)

EITHER differentiation OR low cost

Reconstructionist Approach (Blue Ocean Strategy)

BOTH differentiation AND low cost

Value Innovation – a Cornerstone of BOS

• Cost savings - elimination or reduction of non essential value attributes

• Costs advantages - economies of scale -by high volumes

• a price which appeals to largest market catchment

• Superior value - raising and/or creating value attributes - really matter to the mass of buyers

Costs

Value for the customer

Value

Innovation

-

+

The obtainable benefits

Steve JobsThe Blue Ocean Thinker

Blue Ocean Ideas

From Red Ocean to Blue

NBOS THINKING

Test Your Awareness

Melihat apa yang dilihat oleh semua tetapi memikirkan apa yang

tidak difikirkan oleh sesiapa

Seeing what everyone is seeing but thinking what nobody has

thought…

Creative Thinking

“The more you benchmark against your competitors, the more you become like them.”

Kim & Maubuorgne

Outsiders Views

The First All Glass Elevator in the World, 1956

Thinking Out of The BoxYour challenge is to draw four straight lines one after another without lifting the pencil which go through the middle of all of the dots.

Strategic Thinking

These are 9 stones laid out on the floor. Can you join up all the stones with 3 straight sticks? The sticks are to be interconnected.

Make a strategic move

Your mental

fence.

Your common

nonsense

Why is it Difficult?

Welfare

of the

People

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