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Value innovation =The value-cost trade off -the cornerstone of Blue ocean Strategy -a new way of thinking about and executing strategy that result in the creation of a Blue ocean and a break from the competition. -focusing on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space Value innovations vies: the deconstructionist view = Breaking the existing values cost trade-off and thereby creating a blue ocean
Read ocean strategy Compete in ex isting market space Beat the competition
Blue ocean strategy Create uncontested market space Make the competition irrelevant
Costs
visualizing approach-drives to focus on the big picture The existing strategic plan keeps company locked into making incremental improvements == minimize Planning risk 3. Reach beyond existing demand= by building on the powerful commonalities across to maximize the size of the Blue ocean being created & new demand being unlocked = hence, it will minimizing scale risk 4. Get the strategic sequence right: to ensure that both you & customer win as you create new business terrain Sequence of utility, cost ,price, and adoption. ====decrease Business model risk
Buyer value
Align the whole system of firm's activities with its strategic choice of differentiation or low cost
Align the whole system of a firms activities in pursuit of differentiation and low cost
Execution principles
5. Overcome key organizational hurdles( tipping point leadership= it shows manager how to mobilize an organization to overcome the key organizational hurdles ( the cognitive, resource, motivational, and political hurdles in limited time and resources )that block the implementation of a blue ocean strategy ==== decrease organizational risk 6. Build execution into strategy: motivating people to act on and execute a blue ocean strategy in a sustained way deep in an ORGANIZATION.. **Fair process: facilitates both strategy making and execution by mobilizing people for the voluntary cooperation needed to execute blue ocean strategy =====decrease management risk (associating with peoples attitudes and behaviors)
When? Only when companies align innovation with utility, price, and price position
Utility/Cost
methods
Red ocean versus blue ocean strategy
Blue Ocean Strategy
Value innovation:
The Cornerstone of Blue ocean Strategy
When a companys value curve- meet the three criteria that define a good blue ocean strategy-focus, divergence, and a compelling tagline that speaks to the market- the company is on the right track Remember: when.. 1.Lacks of focus: cost structure increase, business model complex in implementation and execution increase 2.lack of divergence : a companys strategy is a me-too, with no reason to stand apart in the marketplace. 3.lack of compelling tagline: a classic example of innovation for innovations sake with no great commercial potential , no natural take off capability.
An internally Driven Company The kinds of language used in the strategy canvas gives insight as to whether a companys strategic vision is built on an outside-inperspective, driven by the demand side, or an inside-outperspective that is operationally driven.
Help a company understand how far it is from creating industry demand Example of the strategy canvas( low cost, high value) High
An incoherent strategy
If a company value curve looks like a zigzag with no rhyme or reason== company doesnt have a coherent strategy
Strategic Contradictions
Area where company is offering a high level on one competing factor while ignoring others that support factor * Strategic inconsistencies may lead a company lose marketshare
6 basic approach to remaking market boundaries (6 path frame work) = have general applicability across industry sectors, lead companies into the corridor of commerciality viable blue ocean idea
Alternative: include product or service that have different Functions and forms but the same purposebuyers implicitly weigh alternatives, often unconsciously -The space between alternative industries provides opportunities for values innovative Thought questions: whey do corporations choose to use commercial airline For their corporate travel? = answer: Cost -Why do people choose corporate jets over commercial travel? Answer: Corporations buy private jets to dramatically cut total travel time, to reduce The hassle of congested airports, to allow for point-point travel,To gain the benefit of having more productive and energized executives Who can hit the ground running upon arrival. In most industries, the fundamental strategic differences among industry players are captured by a small member of strategic groups. 2 dimensions that ranks strategic groups: 1. Price 2. Performance -Each jump in price tends to bring a corresponding jump in some dimensions of performance.most companies focus on improving their competitive position within a strategic group **The key to creating a blue ocean across existing strategic group == To break out of narrow tunnel vision by understanding which factors determine customers decisions to trade up or down from one group to another Buyers- who are directly or indirectly involved in the buying decision -Industry typically converges on a single buyer group, there is a STRONG economic rationale for this focus - Challenging an industrys conventional wisdom about which buyer group to target can led to the discovery of new blue ocean. --what we get by looking across buyer groups? : gain new insights into how to redesign their value curves to focus on a previously overlooked set of buyers In most cases, other products and services affect their value How can we find untapped value which is hidden in complementary products? -To think about what happens before, during, and after your product is used -to think in terms of solving the major pain points in customers total solution. Competition in an industry tends to converge not only on an accepted notion of the scope of its products and services but also on one of two possible based of appeal 1)Rational: functionally oriented: Infuse commodity products with new life by adding a dose of emotion and in so doing , can Stimulate new demand 2) emotional: emotionally oriented: offer many extras that add price without enhancing functionality, may create a fundamentally simper, lower-priced, lower-cost business model that customers would welcome.
Industry
Strategic group
Buyer Group
Focuses on maximizing the value of product & service offerings within the bounds of its industry
Focuses on improving price performance within the functionalemotional orientation of its industry Focuses on adapting to external trends as they occurs
Time
Key insight into Blue ocean strategy: arise from business insights into how the trend will change value to customers and impact the companys business mode. By looking across time- from the value a market delivers today to the value it might deliver tomorrow- managers an actively shape their future and lay claim to a new blue ocean.l 3 principles to access trends across time: 1) be decisive to business 2) be irreversible 3) have a clear trajectory
When companies are willing to challenge the functional -emotional orientation of their industry, they often find new market space
The four actions frame work : To reconstruct buyer value elements in crafting a new value curve
Apply the four actions frame work to the strategy canvas of your industry= get a revealing new look at old perceived truths
Push companies to go beyond value maximization exercises with existing factors Of competition. Also prompt Companies to change the factors Themselves, hence making The existing rules of competition irrelevant Reduce Which factors should be reduced will below the industrys standard? :eliminating factors that companies in your industry have long competed on As buyers values are changing, companies should be change and act.
Eliminate
Which of the factors that The industry takes for granted should Be eliminated? = To uncover and eliminate the compromises your industry forces customers to make
Create Which factors should be created that the industry has never offered? To determine whether products or services have been over designed in the race to match and beat the competition. ** Companies over serve customers, increasing their Cost structure for no gain
Raise
Which factors should Be raised will Above the industrys standard? = To helps you to discover entirely new sources of value for buyers And to create new demand and shift the strategic pricing of the industry
Provide you with insight into how to lift buyer Value and create new demand. Also explore how you can reconstruct Buyer value elements across alternative Industries to offer buyers an entirely New experience while simultaneously keeping Your cost structure low
Form of Grid
Eliminate Raise
Elimnate-Reduce-Raise-Create Grid
a third tool, key to creation of blue oceans/ a supplementary analytic to the four actions frame work how does it work? Push to ask all 4 questions in the four actions framework & act on all four
Reduce
Create
gives companies four immediate benefits 1. Push them to pursue differentiation and low costs to break the value-cost trade-off 2.it immediately flags companies that are focused only on raising and creating and thereby lifting their cost structure and often over engineering products and services -a common plight in many companies. 3. It is easily understood by managers at any level, creating a high level of engagement in its application 4. Drives companies to robustly scrutinize every factor the industry competes on, making them discover the range of implicit assumptions they make unconsciously in competing.
Draw the value curve of companys strategy brings home the need for Change It serves as a forceful wake-up call for companies to challenge their existing strategies -As comparing picture, - find lacking factors
Learn that buyers from all markets have a basic of set of needs and expected similar services/ able to complete their mission (* able to draw a value curve that is a truer likeness of the existing strategic profile than anything We produce earlier.)
To send a team into the field, putting manager face-to-face with that they must make sense of : how people use or dont use their products or service *A company should never outsource its eyes- no substitute for seeing for yourself -Great strategic insights are less the product of genius than of getting into the Filed and challenging the boundaries of competition.
The last step to communicate It in a way that can be Easily understood By any employee. -able to move from the old To the new value curve give The go-ahead
A pioneer-migrator-settler(PMS)map
:A useful exercise for a corporate management team pursuing profitable growth to plot the companys current and planned portfolio
Tomorrow
The only ones with a mass following of customers **have Maximum growth potential but often consume cash at the outset as they grow and expand
The Key point :To manage their portfolio of businesses to wisely balance between profitable growth and cash flow at a give point in time
First Tier
Second Tier
Third Tier
Your Market
soon-to-be noncustomers who are on the edge of your market, waiting to jump ship * Buyers who minimally purchase an industrys offering out of necessity but are mentally noncustomers of the industry. They are waiting to jump ship leave the industry as soon as the opportunity presents itself
Refusing noncustomers who consciously choose against your market People who refuse to use your industrys offerings./ buyers who have seen your industrys offerings as an option to fulfill their needs but have voted against them Second-Tier Noncustomers -either do not use or cannot afford to use the current market offerings because they find the offerings unacceptable or beyond their means. Their needs are either dealt with by other means or ignored
Buyer utility
Is there exceptional buyer utility in your Business idea?
yes
No- Rethink
Price
Is your price easily accessible to the mass of buyers?
yes
Cost
Can you attain your cost target to profit at your strategic price?
No-Rethink
Ensures the tit creates a leap in value for itself in the form of profit that is, the price of the offering minus the cost of production. It is the combination of exceptional utility, strategic pricing, and target costing that allows companies to achieve value innovation- a leap in value for both buyers and companies
No-Rethink
Last step: to address adoption hurdles ** the formulation of blue ocean strategy is complete only when you can address adoption hurdles in the beginning to ensure the successful actualization of your idea * It includes potential resistance to the idea by retailers or partners. Because blue ocean strategies represent a significant departure from red oceans, it is key to address adoption hurdles up front
yes
Adoption
What are the adoption hurdles in actualizing your business idea? Are you addressing them up front?
No-Rethink
A commercially viable blue ocean idea
Buyer utility
Price
Cost
Adoption
Purc hase
Delivery
Use
supplement s
5.Main tenanc e
Environmental Friendliness
simplicity
Customer productivity: in which stage are the biggest blocks to customer productivity? Customer productivity: in which stage are the biggest blocks to customer productivity?
Convenienc e
Risk
Fun and Image: in which stage are the biggest blocks to fun and image?
Environmental friendliness:in which stage are the biggest blocks to environmental friendliness?
Help managers look at issue from the right perspective -outlines all the levers companies can pull to deliver exceptional utility to buyers as well as the various experiences buyers can Have with a product or service. -allows managers to identify the full range of utility spaces that A product or service can potentially fill
-To test for exceptional utility, companies should check whether their offering has removed the greatest blocks to utility across The entire buyer experience cycle for customers and noncustomers **this figure shows how a company can identify the most compelling hot Spots to unlock exceptional utility.By locating your proposition Offering on the thirty -six spaces of the buyer utility map, You can clearly see how , and whether, the new idea not only creates a different Utility proposition from existing offerings But also removes the biggest blocks to utility That stand in the way of converting noncustomers into Customers.
Customer productivity
1. Purchas e
2.delivery
3. Use
4. supplement s
5. Mainte nance
6. Disposal
Purch ase
Delivery
Use
supplement s
5.Maint enance
Environmental Friendliness
simplicity
Convenienc e
Risk
Environment al Friendliness
Upper-level pricing
High degree of legal and Resource protection Difficult to imitate Some degree of legal and resource protection
Companies with uncertain patent and asset protection should consider pricing somewhere in the middle of the corridor
Create blue oceans that have same core utility as the new one but takes a very different physical form
Listing the groups of alternative products and services allows managers to see the full range of buyers they can poach from other industries as well as from nonindustries * This approach provides a straightforward way to identify where the mass of target buyers is what prices these buyers are prepared to pay for the products and services they currently use.
When to pursue mid-to lower 1)Their blue ocean offering has high fixed costs and marginal variable cost 2)their attractiveness depends heavily on network externalities 3) Their cost structure benefits from steep economies of scale and scope. In these cases, volume brings with it significant cost advantages, something that makes pricing for volume even more key
Same Form
Upper-level pricing
Mid-level pricing
Lower-level pricing
It shows how value innovation typically maximizes profit by using the foregoing three levers
Supports profit
Partnering
When the target cost cannot be met despite all efforts to build a lost-cost business model, the company should turn to the third lever, pricing innovation, to profitably meet the strategic price.
Pricing innovation
If a company's offering successfully addresses the profit side of the business model, Ready to advance to the final step in the sequence of blue ocean strategy.