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Blue Ocean Strategy

Blue Ocean Strategy. Chapter 3: Reconstruct Market Boundaries Group 4. 6 Paths Framework. Look across: Alternative Industries Strategic Groups Chain of Buyers Complementary Product Offerings Functional/Emotional Appeal Time. Path 1: Alternative Industries.

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Blue Ocean Strategy

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  1. Blue Ocean Strategy Chapter 3: Reconstruct Market Boundaries Group 4

  2. 6 Paths Framework • Look across: • Alternative Industries • Strategic Groups • Chain of Buyers • Complementary Product Offerings • Functional/Emotional Appeal • Time

  3. Path 1: Alternative Industries • Compete with alternative products/services

  4. Red Bull Example VS.

  5. Path 2: Strategic Groups in Industries • Unlock blue oceans • Strategic groups: companies within industries

  6. Red Bull Example • Red Bull Cola

  7. Path 3: Chain of Buyers • Industries tend to focus on one group • Retailers • Purchasers • Consumers • Can create blue ocean by switching the norm. • Novo Nordisk

  8. Path 4:Complimentary Product Offerings • Products value are affected by other products that are outside the industry focus. • Movie Theaters • Buses • 5 Hour Energy vs. Red Bull Energy Shots

  9. Path 5:Look Across Functional or Emotional Appeal to Buyers • Functional and emotional appeals are embedded • Functional- compete on price and function • Emotional- compete on feelings of products/services • Opportunity for Blue Ocean

  10. Functional and Emotional Appeal • How separate from a functional red ocean? • Example: Starbucks and Cemex • How to separate from a emotional red ocean? • Example: QB House

  11. Red Bull’s Emotional Appeal • Blue Ocean • Brand idea • Lifestyle • Sports • Nightlife • Youth

  12. Path 6: Look Across Time • External trends affect companies • Most act passively and adapt incrementally • Trends that have affected companies • Example: internet and protecting the environment.

  13. Look Across Time • Opportunity for Blue Oceans • Future Telling? • Systematic Approach • Decisive • Irreversible • Clear Trajectory • Example: Apple and Sex and the City

  14. Red Bull’s Look Across Time • Social Media Explosion • Cohesive with brand image and target market • Facebook • 22 million “likes” • Twitter • 729,000 followers

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