Sie sind auf Seite 1von 8

blue ocean strategy ®

Go where profits and growth are –
and where the competition isn’t

www.blueoceanstrategy.com © Kim & Mauborgne
Researching the history of 
blue ocean creation

•Data: 150 strategic moves, more than 30 
industries, over 100 years (1800‐2000)

• Variables considered: industrial, 
organizational and strategic

www.blueoceanstrategy.com © Kim & Mauborgne
Red versus blue

Red Ocean Strategy Blue Ocean Strategy


Compete in existing market space Create uncontested market space

Beat the competition Make the competition irrelevant

Exploit existing demand Create and capture new demand

Make the value‐cost trade‐off Break the value‐cost trade‐off

Align the whole system of a  Align the whole system of a 


company’s activities with its strategic  company’s activities in pursuit of 
choice of differentiation or low cost differentiation  and low cost

www.blueoceanstrategy.com © Kim & Mauborgne
Six paths to 
blue ocean strategy

Industry

Strategic group
From 
Buyer group To Creating
Competing 
Across
Within Scope of product or service offering

Functional‐emotional 
orientation of an industry

Time

The six conventional boundaries of competition 

www.blueoceanstrategy.com © Kim & Mauborgne
Strategy canvas of [yellow tail]  

High

Premium wines

[yellow tail]

Budget wines

Low

www.blueoceanstrategy.com © Kim & Mauborgne
Four actions framework

Reduce
Which factors should 
be reduced well below 
the industry’s 
standard?

Eliminate Create
Which of factors that  A New  Which factors should 
the industry takes for  Value  be created that the 
granted should be  industry has never 
eliminated? Curve
offered?

Raise
Which factors should 
be raised well above 
the industry’s 
standard?
www.blueoceanstrategy.com © Kim & Mauborgne
Minimizing risks & maximizing opportunities in 
formulation & executing blue ocean creation

Formulation Principles Formulation Risks

Reconstruct market boundaries Search Risk

Focus on the big picture, not the numbers Planning Risk 

Reach beyond existing demand Scale Risk

Get the strategic sequence right Business Model Risk

Execution Principles Execution Risks

Overcome key organizational hurdles Organizational Risk

Build execution into strategy Management Risk

www.blueoceanstrategy.com © Kim & Mauborgne
blue ocean strategy ®

How to create uncontested market space and 
make the competition irrelevant.
www.blueoceanstrategy.com © Kim & Mauborgne

Das könnte Ihnen auch gefallen