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INNOVATION
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JOHN ABBOTT
JOHN ABBOTT
Prof Renee
Mauborgne
Accolades
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Blue oceans
Undefined market space, demand creation, opportunity for
highly profitable growth
Most are created from within red oceans by expanding
existing industry boundaries
Rules of game waiting to be set
Competition irrelevant
Blue ocean strategy is a market-creating strategy
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Create uncontested
market space
Make the competition
irrelevant
Create and capture new
demand
Break the value-cost
trade-off
Align the whole system of
a firms activities in
pursuit of differentiation
and low cost
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Take Aways
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Formulation Principles
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Search risk
Planning risk
Scale risk
Evaluation principles
Organizational risk
Management risk
Points of view
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High
V1
V1
Quality
Quality
LC
Low
Low
High
C1
Low
C1
High
Cost
Cost
Structuralist
Reconstructionist
Low
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The American
Wine Industry
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Premium Wines
Budget Wines
Polarised
Strategic Groups
Massive Choice
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Low
Involvement
Easy Going
Glass with
friends
Least care
choosing a wine
Not wine
preferrers
Price is a strong
influencer
Brand:
Demographic:
High
Involvement
Enjoyers
Aspirationals
Everyday
enjoyment
To relax/unwind
Stick with limited
list of known
brands
Choose in-store
Not interested in
wine language
Image important
Wine preferrers
(sic)
Varietal
knowledge
Interested in
some wine
language
Enjoy trying new
wines
Influenced by
major brand
advertising
Lindemans
M/F: 50/50 Age:
35-49
Appreciators
Connoisseurs
Want to
discover wine
Knowledge of
wine regions
Frequently buy
>$10 wines
Join wine clubs
Dont stick to
known brands
Sophisticated
drinker
Discerning wine
tastes
Dont decide in
store
Have a cellar
Less influenced
by specials/
promotions
Ideal wine is
Visit wineries /
complex &
read wine articles interesting
Actively pursue
wine knowledge
Rosemount
Estate
Wolf Blass
Penfolds
Age: 40+
Strategy Canvas
The strategy canvas is both a diagnostic and an action framework for building a
compelling blue ocean strategy. It captures the current state of play in the known
market space. This allows you to understand where the competition is currently
investing, the factors the industry currently competes on in products, service, and
delivery, and what customers receive from the existing competitive offerings on the
market. The horizontal axis captures the range of factors the industry competes on
an invests in. The vertical axis captures the offering level that buyers receive across
all these key competing factors. The value curve then provides a graphic depiction
of a companys relative performance across its industrys factors of competition.
High
Premium Wines
Budget Wines
Low
Price
Wine range
Vineyard prestige
Use of Above-the-line
enological marketing Aging and legacy Wine
quality
complexity
terminology
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1. Visual
Awakening
2. Visual
Exploration
3. Visual
Strategy Fair
4. Visual
Communication
Compare your
business with your
competitors by
drawing your as is
canvas
Draw your to be
canvas based on
insights from field
observations
Distribute your
before-and-after
strategic profiles on
one page for easy
comparison
Observe the
distinctive advantages
of alternative products
and services
Get feedback on
alternative strategy
canvases from
customers,
competitors
customers, and noncustomers
Raise
What factors
should be raised
well beyond the
industry standard?
Eliminate
Create
What factors
should be
eliminated that the
industry has taken
for granted?
Reduce
What factors
should be reduced
well below the
industry standard?
Eliminate
Raise
Above-the-line marketing
Reduce
Create
Wine complexity
Easy drinking
Wine range
Ease of selection
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Reduce
Eliminate
A
New
Value
Curve
Create
Raise
Raise
Reduce
Create
Wine complexity
Wine Range
Vineyard prestige
Easy drinking
Ease of selection
Fun & adventure
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To Be Canvas
Eliminate
Reduce
Raise
Create
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Yellow Tail
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retailers)
Price proposition
Cost structure
Results
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Eliminate-Reduce-Raise-Create
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Eliminate
Star Performers
Animal shows
Aisle concession sales
Multiple show arenas
Reduce
Fun and humor
Thrill and danger
Raise
Unique venues
Create
Theme
Refined environment
Multiple productions
Artistic music and dance
hi
Raise
Reduce
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Create
Ringling Brothers
offering level
Cirque du Soleil
lo
Price
Animal Shows
Star Performers
Multiple Show
Arenas
Aisle Concessions
Theme
Unique Venue
Multiple
Productions
Refined Viewing
Environment
Artistic Music
& Dance
Kim & Mauborgne 2006
Key Takeaways
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Comparison of approaches
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Exercise
1. List Factors of
Competition
2. Top 2 or 3 in ERRC
Grid Quadrants
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Examples
Exercise
3.
Write on
Worksheet:
E left, C right
4.
Draw As Is
5.
Draw To Be
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Examples
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