resume blue ocean strategy

8/17/2019 Resume Blue Ocean Strategy

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TUGAS

MANAJEMEN STRATEGIK

BLUE OCEAN STRATEGY

Oleh :

1. Winda Harviyanti Anandita 041311333076

2. Diah Ayu K. 041311333326

3. Mayadhanissa A. S. D. 04131133334

!r"#ra$ Studi : S1 A%untansi & Kelas : '

(a%ultas )%"n"$i dan *isnis

+niversitas Airlan##a

Sura,aya

201-

BLUE OCEAN STRATEGY


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By W. Kim Chan

Creating Blue Oceans

New Market Space

Red oceans and blue oceans make up market universe

Red oceans: all industries in existence = known market space

Blue oceans: all industries not in existence = unknown market space

Red oceans

Industry boundaries defned and accepted

Competitive rules o game known Companies try to outperorm rivals; cuttroat competition !s market space gets crowded" prospects or proft and growt reduced #roducts become commodities Red ocean strategy is a market$competing strategy

Blue oceans

%ndefned market space" demand creation" opportunity or iglyproftable growt

&ost are created rom witin red oceans by expanding existingindustry boundaries

Rules o game waiting to be set Competition irrelevant Blue ocean strategy is a market$creating strategy

The Rising Imperative of Creating Blue Oceans

'upply is exceeding demand in most industries global competition is intensiying #roblems: !ccelerated commodi(ation o products and services

Increasing price wars 'rinking proft margins Red oceans becoming bloodier" need to be concerned wit creating

blue oceans


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The Continuing Creation of Blue Oceans

Blue oceans ave been around or some time; a eature o business lie Industries never stand still" constantly evolving 'ignifcant expansion o blue oceans over years 'o wy te ocus on red ocean strategy) Corporate strategy in*uenced by military strategy +eed to create new market space tat is uncontested

The Impact of Creating Blue Oceans

Business ,aunc

Revenue Impact

#roft Impact

-.

./

01

23

0-

.2

The Prot and !rowth Conse"uences of Creating Blue Oceans

Red 4ceans Blue 4ceans

#rom Compan$ and Industr$ to Strategic Move

!re tere lasting visionary companies tat continuously outperorm temarket and create blue oceans)

5ound success o tese model companies was a result o industrysector perormance" not companies temselves

'trategic move used as unit o analysis 6rater tan company orindustry7

Strategic move: te set o managerial actions and decisions involvedin making a ma8or market$creating business o9ering

%alue Innovation& The Cornerstone of Blue Ocean Strateg$

Creators o blue oceans ollow value innovation alue Innovation


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/ s activities wit its strategic coice o

di9erentiation or low costBlue 4cean

Create uncontested market space &ake te competition irrelevant Create and capture new demand

Break te value$cost trade$o9 !lign te wole system o a frm>s activities in pursuit o di9erentiationand low cost

#ormulating and ()ecuting Blue Ocean Strateg$

'ix #rinciples o Blue 4cean 'trategy Reconstruct market boundaries 5ocus on te big picture" not te numbers Reac beyond existing demand ?et te strategic se


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Red ocean strategy is a market$competing strategy" wile blue oceanstrategy is a market$creating strategy

!s red oceans are becoming bloodier" we need to create more blueoceans

A@e only way to beat te competition is to stop trying to beat te

competition

The Si) Principles of Blue Ocean Strateg$

#ormulation Principles Risk factor each principle

attenuates

Reconstruct market boundaries

5ocus on te big picture" not te

numbers

Reac beyond existing demand

?et te strategic se


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()ample& * highl$ competitive Industr$

The *merican +ine Industr$


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Premium +inesBudget +

Massive Choice

#olarised 'trategic ?roups

0rd largest in world: wort E/F billion Caliornian makes ..G $ te rest is rom Italy" 5rance" 'pain" Cile"

!rgentina" !ustralia xploding number o new wines H new vineyards in 4regon"

Dasington" +ew ork @op - producers ad JKG o te market; 2.FF ad te remaining /KG E millions spent in marketing $ @itanic battles H intense competition 'ever price pressure @e dominant growt strategy was towards premium wines H more

complexity" better image" more prestigious vineyards" number o

medals won at wine estivalsL

Dat wine customers said M

AIt is too conusing and complex Dine descriptions and terminology @e sopping experience @e lack o clear guidance on wat to buy and drink


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@us" massively intimidating or Nnoncustomers> 6te large ma8ority o te %' population wo were not wine drinkers7

Segmentation of Market and Brands

,owInvolvement

-ighInvolvement

(as$ !oing (n.o$ers *spirationals

*ppreciators Connoisseurs

?lass witriends

,east carecoosing awine

+ot winepreerrers

#rice is astrongin*uencer

verydayen8oyment

@orelaxOunwind

'tick witlimited list o known brands

Coose in$store

+ot interestedin winelanguage

In*uenced byma8or brandadvertising

Imageimportant

Dinepreerrers6sic7

arietalknowledge

Interested insome winelanguage

n8oy tryingnew wines

isit wineriesO read winearticles

Dant to discoverwine

Pnowledge o wineregions

5ret stick toknown brands

Ideal wine iscomplex Sinteresting

'opisticateddrinker

iscerning wintastes

on>t decide istore

Tave a cellar

,ess in*uenceby specials

promotions

!ctively pursuwine knowledge

Brand& Lindemans Rosemount

Estate Wolf Blass

Penfolds

/emographi

c&

&O5: KFOKF

!ge: 0K$31

&O5: 0FOJF;

!ge: 0F$3F

&O5: JFO0F; !ge:

0K$KF

!ge: 3FU

Strateg$ Canvas

@e strategy canvas is bot a diagnostic and an action ramework or

building a compelling blue ocean strategyL It captures te current state o


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Budget Dines

#remium Dines

play in te known market spaceL @is allows you to understand were te

competition is currently investing" te actors te industry currently

competes on in products" service" and delivery" and wat customers receive

rom te existing competitive o9erings on te marketL @e ori(ontal axis

captures te range o actors te industry competes on an invests inL @e

vertical axis captures te o9ering level tat buyers receive across all tese

key competing actorsL @e value curve ten provides a grapic depiction o

a company>s relative perormance across its industry>s actors o

competitionL

#our Steps of %isuali0ing

2L isual!wakening

/L isualxploration

0L isual'trategy 5air

3L isualCommunication

Compare your

business wityourcompetitors> bydrawing your Aasis canvas

'ee were yourstrategy needsto cange

?o into te feld

to explore tesix pats tocreating blueoceans

4bserve tedistinctiveadvantages o alternativeproducts andservices

'ee wicactors yousouldeliminate"create orcange

raw your Ato

be canvasbased oninsigts romfeldobservations

?et eedbackon alternativestrategycanvasesrom

customers"competitors>customers"and non$customers

%se eedbackto build tebest Ato beuturestrategy

istribute your

beore$and$aterstrategic profleson one page oreasy comparison

'upport onlytose pro8ectsand operationalmoves tat allowyour company toclose gaps and

actuali(e te newstrategy


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#rice !bove$te$line marketing

!ging


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! +ew alue Curve

Reduce

liminate Create

Raise

Dic actors sould be reduced well below industry standards)

Dic actors sould be created tat te industry

Dic actors sould be raised well above te industry>s standard)

Dic o te actors tat te industry takes or granted sould be eliminated)

#our *ctions #ramework 1 (liminate2Reduce2Raise2Create !rid

@e our actions ramework o9ers an tecni


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Case of $ellow tail(liminate

nological terminology S

distractions

!ging


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%alue Innovation of 5$ellow tail6

Results

+o 2importedwine

6outsells5ranceand Italy7

5astest growing imported wine in te istory o te %'! industry +ew consumers o wine ug drinkers trade up #remium wine drinkers trade down Industry critici(es tem mercilessly at frst

7e$ Takeawa$s

@ree tiers o non$customers:

2: buyers wo purcase your industry o9erings out o necessity; will 8ump

sip i given an opportunityL

/: buyers wo purcase alternative o9erings tat serve te same unction

%tilityproposition

6customers"distributorsand retailers7

Creating o a social drink tat isaccessible to anyone

asy drinking" ease o selection" sense o un andadventure

,imit number o 'P%s #rice to move at volume

#riceproposition

@argeted at te mass o customers

#riced against te alternative6.$pack7

Coststructure

limination o working capital

tied up in aging wines 5ast product turnover


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0: people wo don>t consume even te alternatives to your o9erings

+on$customer demand is unlocked by providing new buyer utilities" at a price

tat attracts a mass o buyers" given target costsL

Buyers could be not only end$users" but also oter participants in a valuecain 6eLgL distributors7

resume blue ocean strategy

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