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Exploring Blue Ocean Strategy: Unlocking Noncustomer Potential in Market Growth

Chapter 5 of "Reaching Beyond Existing Demand" dives into the Blue Ocean Strategy, emphasizing the importance of looking beyond existing customers to tap into new markets. It categorizes noncustomers into three tiers: 1st Tier (potential customers on the market's edge), 2nd Tier (those who refuse or cannot afford offerings), and 3rd Tier (unexplored potential customers). The authors Richard Alven, Paul Brisen, Jacqueline Henderson, and Matthew Tawfiq discuss methods to attract these noncustomers by leveraging shared values and commonalities, ultimately guiding businesses to create innovative solutions for broader appeal.

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Exploring Blue Ocean Strategy: Unlocking Noncustomer Potential in Market Growth

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  1. Reaching Beyond Existing Demand Blue Ocean Strategy Chapter 5 Team 5 Section 092 – Richard Alven, Paul Briseno, Jacqueline Henderson, Matthew Tawfiq

  2. 2 Conventional Practices • 1. Focusing on existing customers • 2. Strive for finer segmentation to accommodate buyer differences

  3. Look to Noncustomers • Don’t focus on customer differences • Build on powerful commonalities in what buyers value • Reach beyond existing demand to create new customers

  4. 3 Tiers of Noncustomers • Fig 5.1 1st Tier - Your Market 3rd Tier 2nd Tier

  5. 1st Tier Noncustomers • Sit on the edge of market • Become stagnant and develops a growth problem as the number increases • Minimally use current market offerings/ Upon finding alternative they would immediately jump ship

  6. 2nd Tier Non Customers • Refusing non-customers • People who either do not use or cannot afford to use the current market offerings • Find offerings unacceptable or beyond their makings • JC Decaux

  7. 3rd Tier Non Customers • Unexplored non-customers • Have not been targeted or thought of as potential customers • Do not target these people because they feel that these people meets have been met or they belong to other markets.

  8. Disney • 1st Tier Non Customers • Young Children and their parents who have not latched on to any Disney Trends • 2nd Tier Non Customers • Early to late teens who feel they’ve outgrown the magic • 3rd Tier Non Customers • Young adults with no children, and senior citizens. • More appealing options in all markets that Disney is involved in for this category.

  9. Go For the Biggest Catchment! • Focus on the tier that represents the biggest catchment. • Explore whether there overlapping commonalities across the three tiers of noncustomers

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