Blue Ocean Strategy
23
BLUE OCEAN STRATEGY By W. Chan Kim & Renee Mauborgne Muhamad Gazali
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Transcript of Blue Ocean Strategy
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
design inspiration :
