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Business Universe Consists of Two types of Space Red and Blue Oceans
Red Ocean
Represents all the existing industries Industry boundaries are defined and accepted Competitive rules of games are well understood Outperform rivals to grab existing demand As the space gets more and more crowded -blood bath -profit and growth decline -product become commodities
Kim & Mauborgne 2006
Blue Ocean
Denotes all the industries not existing today
lo
Price Animal Shows Star Performers Aisle Concessions Multiple Show Arenas Thrills & Danger Fun & Humor Unique Venue Theme Multiple Productions Artistic Music & Dance Refined Viewing Environment
Reduce
Raise
Create
Cirque du Soleil
offering level
lo
Price Animal Shows Star Performers Aisle Concessions Multiple Show Arenas Thrills & Danger Fun & Humor Unique Venue Theme Multiple Productions Artistic Music & Dance Refined Viewing Environment
Competitive Advantage
Value Innovation
Attract noncustomers
Revenue Impact
62%
38%
Profit Impact
Red Oceans Market-Competing Business Launches
39%
61%
Reasons
The Positioning School Sun Tzu to Von Clausewitz Terminology borrowed from military HQ Share Dislodge Chief Executive Officer Implies battlefield fight for something limited like land or market share
Kim & Mauborgne 2006
Technology and innovation may be involved in creation of blue oceans but they are not the defining features
Strategy is not all about a choice between differentiation or low cost when it comes to creation of blue ocean, the organizations pursue both simultaneously It is the rejection of the concept of mutually exclusivity
V1
V1 Quality
Quality
LC
C1
Low
Structuralist
Reconstructionist
Barriers to imitation
Home Depot, Federal Express, South West, CNN Also create economies of scale, difficult to imitate
- WalMart
Cognitive Barriers
Jet Blue-Lufthansa Image Problem
Body Shop (No Model)-Estee Lauder (Eternal Youth) Microsoft- Intuit Quicken
Ford Model - T