1. CHARTING Your Company’s Future -Blue Ocean Strategy
W. Chan Kim
Renée Mauborgne

2. About Me 蕭復元 南投、台中 學歷 實習工讀 興趣 成大交管系 交大運管所物流組碩二 任老師 運輸行銷與管理研究室 台鐵台中站
中華電信台中營運處 興趣
棒壘球、唱歌

3. About Authors W. Chan Kim (金偉燦) Renée Mauborgne
Korean-born business theorist
Renée Mauborgne
American economist and business theorist
Professor of Strategy and Management at INSEAD
Creating Value Innovation Network (VIN)
Co-author of the 2005 book Blue Ocean Strategy
歐洲管理學院(INSEAD) 策略和國際管理講座教授
價值創新網路(Value Innovation Network，VIN)的創辦人，這個網路是由價值創新的實踐者組成，落實各種價值創新概念的全球社團

4. Outline Introduction Revealing Your Strategic Profile
Drawing Your Strategy Canvas
Conclusions

5. Introduction

6. Big Picture
Standard: Brevity

7. Strategic-Planning Process Problem
INTRODUCTION
Strategic-Planning Process Problem
Large document – mishmash of data from various parts
Lengthy description, Outline of numerous goal
Attach a full budget – surfeit spreadsheets

8. Strategy Canvas Strategic planning based on drawing a picture
INTRODUCTION
Strategy Canvas
Strategic planning based on drawing a picture
Easy to understand and communicate
Engage more people within an organization
Unlock the creativity of participants

9. Revealing Your Strategic Profile

10. REVEALING YOUR STRATEGIC PROFILE
3 Things in 1 Picture
Strategy profile: depict the factors that affect competition
Competitors’ strategy profile
Show how it invests in the factors
Basic Component → Value Curve

11. Southwest Airlines Example for the Short-Haul Airline Industry
REVEALING YOUR STRATEGIC PROFILE
Southwest Airlines
Example for the Short-Haul Airline Industry
World largest LCC
Pioneer point-to-point travel between midsize cities

12. 3 Complementary Qualities
REVEALING YOUR STRATEGIC PROFILE
3 Complementary Qualities
Focus
Divergence
Compelling Tag Line
The speed of the plane at the price of the car
- Whenever you need it.

13. DRAWing Your StrategY CANVAS

14. 4 Steps of Visualizing Strategy
DRAWING YOUR STRATEGY CANVAS
4 Steps of Visualizing Strategy 1
Visual Awakening
“As is” strategy picture 2
Visual Exploration
Go into the field 3
Visual Strategy Fair
“To be” strategy canvases 4
Visual Communication
Comparison and Support
Case: European Financial Services (EFS)
A 150-year-old financial services group
Boost overall revenue by 30%

15. Visual Awakening 2 problems: Resolve differences of opinion
DRAWING YOUR STRATEGY CANVAS
Visual Awakening
2 problems:
Resolve differences of opinion
Slow to accept the need of change
Vested interest in the status quo
Time will eventually vindicate their previous choice
Draw the value curve → Wake-up call
EFS deeply divided, they must reach a common understanding
Different factors are important in different regions
People’s pet ideas
Case EFS

16. Visual Awakening Case EFS Defects in the strategy Lake of Focus
DRAWING YOUR STRATEGY CANVAS
Visual Awakening
Case EFS
Defects in the strategy
Lake of Focus
Similar to competitors
No memorable tag line

17. Visual Exploration Send managers into the field Too often outsource
DRAWING YOUR STRATEGY CANVAS
Visual Exploration
Send managers into the field
Too often outsource
Rely on other people’s report
Interview people, including lost, new, competitors’ customers
Reach outside the industry’s boundaries
Overturn many conclusions
Account relationship manager
Speedy confirmation of transaction
Redraw value curves & write a compelling tag line
Case EFS

18. Present → Vote → Explain (Feedback)
DRAWING YOUR STRATEGY CANVAS
Visual Strategy Fair
Case EFS
Attendees: senior executives & EFS’s constituencies
Present → Vote → Explain (Feedback)
Result:
Ignore the separation of on-line & off-line
Buyers from all markets have a basic set of needs
If met needs, customers will forgo everything else

19. Visual Strategy Fair Case EFS Computerization: Automatic confirmation
DRAWING YOUR STRATEGY CANVAS
Visual Strategy Fair
“The FedEx of corporate foreign exchange: easy, reliable, fast and trackable.”
Case EFS
New strategy
Ease of use
Security
Accuracy
speed
Computerization:
Automatic confirmation
Payment-tracking service
(as FedEx do for parcels)

20. DRAWING YOUR STRATEGY CANVAS
Visual Communication
Communicate to employees in a easily understood way
1 page picture: new and old strategic profiles
Explain what need to be eliminated, reduced, raised and created
Case EFS
EFS’s new priorities
The gaps that need
to be closed

21. Conclusion

22. “The soul never thinks without an image.”
- Aristotle

23. The End
Thank you