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Blue Ocean Strategy What’s it all about?

Blue Ocean Strategy What’s it all about?. - Blue Oceans – definitions and examples - Formulating Blue Ocean strategies - Executing Blue Ocean strategies - key take aways. Blue Oceans – definitions and examples. Examples of “blue Ocean” Cirque du Soleil Apple

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Blue Ocean Strategy What’s it all about?

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  1. Blue Ocean Strategy What’s it all about?

  2. - Blue Oceans – definitions and examples • - Formulating Blue Ocean strategies • - Executing Blue Ocean strategies • - key take aways

  3. Blue Oceans – definitions and examples • Examples of “blue Ocean” • Cirque du Soleil • Apple • Ryan Air (European Low cost airline) • Value Innovation • “instead of focusing on beating the competition focus on making the competition irrelevant by creating a leap in value for the customer • “must align innovation to utility, price and cost and must time entry accordingly” • Of all business launches in 108 companies studied • 86% line extensions (red ocean) – 62% total revenue and only 39% profit • 14% - “blue ocean” releases – 38% revenue and 61% profit Costs Value Innovation Buyer Value

  4. Formulating Blue Ocean Strategy • Formulation Principles • Reconstruct Market Boundaries • Focus on big picture, not the numbers • Reach beyond existing demand • Get the strategic sequence right • Overcome key org hurdles • Build execution into the strategy • Choosing which “factors” to attack (industry specific – eg airline – price, meals, lounges, seating class choices, hub connectivity, service, speed, frequency point to point flights etc etc) – and using this to create a “strategy canvas” • BA – focus on lounges, meals, seating class, hub connectivity • Ryan air – focus in price, cost, point to point

  5. A “fictional” Strategy Map for Psion Teklogix… Where would you draw the strategy canvas for Psion Teklogix and our competitors?????

  6. Eliminate - reduce - Raise - Create grid:

  7. Getting the Strategic sequence right Exceptional utility Exceptional utility Revenue Focused No Yes Price No Yes Cost Profit Focused Yes No Adaption Yes Sustain, re – value innovate (protected by barriers to entry) Blue Ocean

  8. Key Take-away’s • Look outside “the box” and beyond the competition to generate “value innovation” • Strategy maps can be used to show the strategic path • Make decisions on “features” to eliminate, start, enhance or reduce • Blue Oceans are usually “self protecting for a number of years” but will turn red over time – so continually look for fresh blue Oceans…..

  9. Where is Psion Teklogix next Blue Ocean?????

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