Oceano azul
Páginas: 2 (334 palabras)
Publicado: 6 de febrero de 2012
blue ocean strategy ®
Go where profits and growth are – and where the competition isn’t
www.blueoceanstrategy.com
© Kim & Mauborgne
Researching the history of blue ocean creation•Data: 150 strategic moves, more than 30 industries, over 100 years (1800‐2000)
• Variables considered: industrial,
organizational and strategic
www.blueoceanstrategy.com
© Kim & Mauborgne Red versus blue
Red Ocean Strategy
Compete in existing market space Beat the competition Exploit existing demand Make the value‐cost trade‐off Align the whole system of a company’s activities with its strategic choice of differentiation or low cost
Blue Ocean Strategy
Create uncontested market space Make the competition irrelevant Create and capture new demand Break the value‐cost trade‐offAlign the whole system of a company’s activities in pursuit of differentiation and low cost
www.blueoceanstrategy.com
© Kim & Mauborgne
Six paths to blue ocean strategy
IndustryStrategic group
From Competing Within
Buyer group Scope of product or service offering Functional‐emotional orientation of an industry Time
To Creating AcrossThe six conventional boundaries of competition
www.blueoceanstrategy.com © Kim & Mauborgne
Strategy canvas of [yellow tail]
High
Premium wines
[yellow tail]
Budget wines
Low
www.blueoceanstrategy.com© Kim & Mauborgne
Four actions framework
Reduce
Which factors should be reduced well below the industry’s standard?
Eliminate
Which of factors that the industry takes for granted should be eliminated?Create
A New Value Curve
Which factors should be created that the industry has never offered?
Raise
Which factors should be raised well above the industry’s standard?www.blueoceanstrategy.com © Kim & Mauborgne
Minimizing risks & maximizing opportunities in formulation & executing blue ocean creation
Formulation Principles
Reconstruct market boundaries...
Go where profits and growth are – and where the competition isn’t
www.blueoceanstrategy.com
© Kim & Mauborgne
Researching the history of blue ocean creation•Data: 150 strategic moves, more than 30 industries, over 100 years (1800‐2000)
• Variables considered: industrial,
organizational and strategic
www.blueoceanstrategy.com
© Kim & Mauborgne Red versus blue
Red Ocean Strategy
Compete in existing market space Beat the competition Exploit existing demand Make the value‐cost trade‐off Align the whole system of a company’s activities with its strategic choice of differentiation or low cost
Blue Ocean Strategy
Create uncontested market space Make the competition irrelevant Create and capture new demand Break the value‐cost trade‐offAlign the whole system of a company’s activities in pursuit of differentiation and low cost
www.blueoceanstrategy.com
© Kim & Mauborgne
Six paths to blue ocean strategy
IndustryStrategic group
From Competing Within
Buyer group Scope of product or service offering Functional‐emotional orientation of an industry Time
To Creating AcrossThe six conventional boundaries of competition
www.blueoceanstrategy.com © Kim & Mauborgne
Strategy canvas of [yellow tail]
High
Premium wines
[yellow tail]
Budget wines
Low
www.blueoceanstrategy.com© Kim & Mauborgne
Four actions framework
Reduce
Which factors should be reduced well below the industry’s standard?
Eliminate
Which of factors that the industry takes for granted should be eliminated?Create
A New Value Curve
Which factors should be created that the industry has never offered?
Raise
Which factors should be raised well above the industry’s standard?www.blueoceanstrategy.com © Kim & Mauborgne
Minimizing risks & maximizing opportunities in formulation & executing blue ocean creation
Formulation Principles
Reconstruct market boundaries...
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