Blue Ocean Strategy

Post on 23-Jan-2015

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BLUE OCEAN STRATEGYBy W. Chan Kim & Renee Mauborgne

Muhamad Gazali

Red Ocean

What, When, where is Red Ocean ?

Wh t t Blue OceanWhy we must move to Blue Ocean ?

Page 2

Red Ocean Blue OceanRed Ocean• Compete in same market

Blue Ocean• Create a new space marketp

• Defeat competitor in same market

• Demand Exploitation that

p• The competitor is not relevant

• Create and capture a newDemand Exploitation thatalready have

• follow Value‐Cost trade‐off• Activity and Alliance system

Create and capture a new demand

• Brake value‐cost trade‐ off• Alliance system and activity• Activity and Alliance system 

at differentiation OR low cost

• Alliance system and activity to pursue new differentiation AND low costcost

Cause of Blue Ocean

86% 14%Inisiatif Bisnis

62% 38%Dampak Pemas kan

39% 61%Dampak Pemasukan

39% 61%Dampak Laba

• Base concept for Blue Ocean is ?Base concept for Blue Ocean is ?

Principle of Blue Ocean strategyPrinciple of Blue Ocean strategy

•Formulation principle•Formulation principle

E t i i l•Execute principle

Canvas Strategy

What is t t ?What is canvas strategy ?

Function of canvas strategy ?

Page 7

Example of canvas strategy

Example of canvas strategy

Four Actions FrameworkFour Actions FrameworkREDUCE

ELIMINATE CREATEA NEW VALUE CURVECURVE

RAISE

Three Quality of good StrategyThree Quality of good Strategy

• Focus

• Divergensi

• Good Moto

SIX Ways of FrameworksSIX Ways of Frameworks

• See in alternatively industry• See in alternatively industry

• See in strategic group in industryg g p y

• See in buyer chains

• See in product and service offering

• See in orientasi functional emotional• See in orientasi functional‐emotional

• See in time 

Four Ways in visualitation strategyFour Ways in visualitation strategy

• Raise visual

• Explore visual

St t i l• Strategy visual

• Communication visualCommunication visual

Pioneer-Migrator-Settler (PMS)Pioneer Migrator Settler (PMS)

Pi• What is Pioneer ?

• What is Migrator ?

• What is Settler ?

Three level of non customer

Third Level

Second Level

First Level

Page 15

Fase of Blue Ocean StrategyBuyer Utility

PriceYES

NO ‐ Rethink

Price

Cost

YESNO ‐ Rethink

Cost

Adoption

YESNO ‐ Rethink

p

A C i ll

YESNO ‐ Rethink

A Commercially Viable 

Blue Ocean Idea

Page 16

Six Step in Buyer Experiencep y p

• BuyingBuying

• Shipment

• Use

S l t• Supplement

• MaintenanceMaintenance

• Disposal

Six Level UtilitySix Level Utility

• Customer productivityCustomer productivity

• Simplicity

C i• Convenience

• Risk

• Fun & Image

• Enviromental friendlinessEnviromental friendliness

Obstacle in IndustryObstacle in Industry

Kognitif

Resource

Motivation

Politics

Page 19

3-E in Justice Process

EngagementEngagement

ExplanationExplanation

E t ti l itExpectation clarity

Page 20

Obstacle in Mimic Blue Ocean Strategy

Value InovationValue Inovation

MonopolyMonopoly

V lVolume

Dll.

Page 21

When We Improve our Inovation Value

By Looking at canvas strategyBy Looking at canvas strategy

If Value flexural still has focus,

di i d d tdivergensi and good moto

Page 22

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