Blue Ocean Strategy How to create uncontested market space and make the competition irrelevant Chapter#4: Focus on the Big Picture, Not the Number Kelompok-6 Aditya Sidi Dharma Setiawan Golda Indrawani

Blue Ocean Strategy Go where the profits and growth are - and where the competition isn’t W. Chan Kim & Renée Mauborgne

BOS Logic: The Core Principles Reconstruct Market Boundaries … overcome believes. Reach beyond existing Demand … go for uncontested space. Get the strategic sequence right … value [innovation] first. VI COST VALUE

Reconstruct Market Boundaries The first principle of Blue Ocean Strategy is to reconstruct market boundaries to break from the competition and create blue oceans. The challenge is to successfully identify, out of the haystack of possibilities that exist, commercially compelling blue ocean opportunities. This challenge is key because managers cannot afford betting their strategy on intuition or on a random drawing.

Drawing Your Strategy Canvas 1. Visual Awakening 2. Visual Exploration 3. Visual Strategy Fair 4. Visual Communication -Compare your business with your competitors’ by drawing your “as is” strategy canvas. -See where your strategy needs to change. -Go into the field to explore the six paths to creating blue oceans. -Observe the distinctive advantages of alternative products and services. -See which factors you should eliminate, create, or change. -Draw your “to be” strategy canvas based on insights from field observations. -Get feedback on alternative strategy canvases from customers, competitors’ customers and noncustomers. -Use feedback to build the best ‘to be’ future strategy. -Distribute your before-and-after strategic profiles on one page for easy comparison. -Support only those projects and operational moves that allow your company to close the gaps to actualize the new strategy.

6 What factors should be eliminated that the industry has taken for granted? Eliminate What factors should be reduced well below the industry standard? Reduce What factors should be created that the industry has never offered? Create What factors should be raised well beyond the industry standard? Raise Four Actions to create a Blue Ocean