Beruflich Dokumente
Kultur Dokumente
How to create uncontested market space and make the competition irrelevant
Katharina BOST 12/06/2006
Rene Mauborgne The INSEAD Distinguished Fellow and Professor of Strategy and International Management
Two worlds
Two worlds
COST
VI VI
VALUE
Head-to-Head Competition
Focuses on rivals within its industry Focuses on competitive position within strategic group Focuses on better serving the buyer group
Strategic Group
Buyer Group
Focuses on maximizing the value Scope of Product and of product and service offerings Service Offerings within the bounds of its industry
Functional-emotional Orientation of an Industry Time/Trends Focuses on improving priceperformance with the functionalemotional orientation of this industry Focuses on adapting to external trends as they occur
COST
VI VI
VALUE
Core Customer
Noncostumer
Soon-to-be-NC
Refusing Customer
COST
VI VI
VALUE
No Rethink YES
Price Is your price easily accessible to the mass of buyers?
No Rethink
YES
Cost Can you attain your cost target to profit at your strategic price?
No Rethink
YES
Adoption What are the adoption hurdles in actualizing your business idea? Are you addressing them up front?
No Rethink
YES
References
W. Chan Kim, Rene Mauborgne, Blue Ocean Strategy, 2005,
Havard Business School Press. http://www.blueoceanstrategy.com HANDELSBLATT, Donnerstag, 06. Oktober 2005, Mit Nichtkunden neue Mrkte finden. http://www.hotelformule1.com