Beruflich Dokumente
Kultur Dokumente
Align the whole system of a firms Align the whole system of a firms
activities with its strategic choice of activities in pursuit of
differentiation or low cost differentiation and low cost
Budget Wines
lo
Use of enological Above-the- Aging Vineyard Wine Wine
Price terminology and line quality prestige complexity range
distinctions marketing and legacy
[yellow tail]
Budget Wines
lo
Use of enological
Use and Above-the-
of enological
terminology Aging
Aging Vineyard
Vineyard Wine Wine Easy Ease of Fun &
Price terminologyin
distinctions wine line
and quality
quality prestige
prestige complexity range drinking selection Adventure
communication marketing
distinctions and legacy
and legacy Kim & Mauborgne
The Four Actions Framework
Reduce
Which factors
should be reduced
well below the
industrys
standard?
Eliminate Create
Which of the
A New Which factors
factors that the Value should be created
industry takes for Curve that the industry
granted should be has never offered?
eliminated ?
Raise
Which factors
should be raised
well above the
industrys
standard?
Kim & Mauborgne
Eliminate-Reduce-Raise-Create Grid:
Eliminate Raise
Enological terminology Price versus budget
and distinctions wines
Aging qualities Retail store involvement
Above-the-line marketing
Reduce Create
Wine complexity Easy drinking
Wine range Ease of selection
Vineyard prestige Fun and adventure
Eliminate
Cost
Reduce
Blue
Ocean
Raise
Buyer
Create Value
Industry
Strategic group
Buyer group
From To
Competing Creating
Within Scope of product or service Across
offering
Functional-emotional
orientation of an industry
Time
Pioneers
The only ones with a
mass following
Migrators
Best in the crowd
Settlers
Me-toos
Today?
Kim & Mauborgne
Pioneer-Migrator-Settler Map
Pioneers
The only ones with a
mass following
Migrators
Best in the crowd
Settlers
Me-toos
Today Tomorrow
Kim & Mauborgne
Minimizing Risks and Maximizing
Opportunities in Formulating and
Executing Blue Ocean Strategy
Formulation Principles Formulation Risks