1. University of Cagliari, Faculty of Economics, 2011-12 Business Strategy and Policy A course within the II level degree in Managerial Economics year II, semester I, 9 credits Lecturer: Dr Alberto Asquer aasquer@unica.it Phone: 070 6753399

2. Introduction 0. Strategic entrepreneurship 1. Offensive strategies 2. Blue Ocean Strategy 3. An example of Blue Ocean Strategy: [yellow tail] 4. Other instances of Blue Ocean Strategy - - - - - - - - - - - - - 5. Summary

3. 0. Strategic entrepreneurship The process of seeking opportunities and sources of (sustainable) competitive advantage that lead to superior firm performance Entrepreneurship: the undertaking of innovation in combination with financial and business skills with the aim of accomplishing economic gains Commonly: the start-up of new business ventures Sometimes: the undertaking of corporate ventures (e.g., spin-offs) Strategic entrepreneurship: managing the firm in such a way as to undertake new business ventures that lead to superior performance in the long term It requires creativity, imagination, and opportunities; dealing with risk; stimulating and supporting innovation; managing change; mastering technology; and (sometimes) designing new business models

4. 1. Offensive strategies Firms may undertake offensive strategies, that are explicitly intended to undercut competitors within the same industry and markets Offensive strategies generally aim to result in higher market share, higher profit margins, and higher growth rate than competitors They consist of Focusing efforts to create and sustain (renew) competitive advantages Surprising the competitors through unexpected and smart moves Investing in those areas where competitors are most vulnerable Being dissatisfied with the status quo and seeking rapid actions to gain advantages

5. 1. Offensive strategies Examples of offensive strategies: Offering comparable products/services at lower price than competitors Introducing next-generation technology products faster than competitors Sustaining continuous product innovation Imitating ideas and tactics of competitors Focused attacks to the most lucrative segments of competitors Focused attacks to the weakest competences of competitors Moving (first) to unexplored business areas

6. 2. Blue Ocean Strategy Fundamentals of a successful strategy (Kim and Mauborgne, 2005): Costs Value Value innovation

7. 2. Blue Ocean Strategy Fundamentals of a successful strategy: Within any given industry, every firm seeks to raise value & cut costs in order to enhance value innovation and outperform the competitors The effect is more competition, i.e., minor profit margins for everyone

8. 2. Blue Ocean Strategy Fundamentals of a successful strategy: Within any given industry, every firm seeks to raise value & cut costs in order to enhance value innovation and outperform the competitors The effect is more competition, i.e., minor profit margins for everyone Red Ocean

9. 2. Blue Ocean Strategy Fundamentals of a successful strategy: A successful strategy for a firm consists of 'pulling itself out' of the competition by venturing into unchartered 'water' where no other competitors are present (yet) Blue Ocean

10. 2. Blue Ocean Strategy A comparison between red and blue oceans: Red Oceans Compete in existing markets Beat the competition Exploit existing demand Make the value-cost trade off Align the firm value chain to the overall strategy (low cost or differentiation or focus) Blue Oceans Create uncontested market space Make the competition irrelevant Create and capture new demand Break the value-cost trade off Align the firm value chain to seeking both differentiation and low cost

11. 3. An example of Blue Ocean Strategy: [yellow tail]

12. Setting: the US wine industry, in 2000 The third largest aggregate consumption of wine worldwide Highly competitive industry Large share of California-based producers Several imported wines from France, Italy, Spain, Chile, Australia and Argentina Consolidation (8 companies produce more than 75% wine) Stagnant demand Battle for shelf space Rising marketing & advertising costs

13. 3. An example of Blue Ocean Strategy: [yellow tail] A fresh way to picture the industry structure: the strategy canvas Dimensions of competition PriceTechnical distinctions Noticeable marketing Aging quality Vineyard prestige Wine complexity Wine range High Low Premium wines Budget wines

14. 3. An example of Blue Ocean Strategy: [yellow tail] A fresh way to design innovative products: the four actions framework A new value curve Reduce Which factors should be reduced well below the industry's standards? Raise Which factors should be raised well above the industry's standards? Eliminate Which of the factors that the industry takes for granted should be eliminated? Create Which factors should be created that the industry has never offered?

15. 3. An example of Blue Ocean Strategy: [yellow tail] A fresh way to design innovative products: the four actions framework A new value curve Reduce Which factors should be reduced well below the industry's standards? Raise Which factors should be raised well above the industry's standards? Eliminate Which of the factors that the industry takes for granted should be eliminated? Create Which factors should be created that the industry has never offered? Complex enological terms Relevance of aging quality Noticeable marketing Easy drinking Ease of selection Fun & adventure Wine complexity Wine range Vineyard prestige Price (vs. budget wines) Retail store involvement

16. 3. An example of Blue Ocean Strategy: [yellow tail] The design of a new product: [yellow tail] Dimensions of competition PriceTechnical distinctions Noticeable marketing Aging quality Vineyard prestige Wine complexity Wine range High Low Premium wines Budget wines Easy drink, ease of selection, fun and adventure

17. 3. An example of Blue Ocean Strategy: [yellow tail] The results 2000, introduction of [yellow tail] in the US 2001, about 112,000 cases sold 2002, the fastest growing brand in the histories of both the Australian and the US wine industry; number one imported wine into the US (more than French and italian wines) 2003, number one red wine in 750ml bottle sold in the US (more than Californian wines) 2005, about 7,500,000 cases sold

18. 3. An example of Blue Ocean Strategy: [yellow tail] Some features of the [yellow tail] strategy: No heavy marketing & advertising investments No significant resource of distinctive capability No remarkably different or innovative product (it's a wine!) While... Reframing of the wine product experience in consumers' perception Appeal to non-wine consumers Positioning [yellow tail] as something 'not commensurable' with other wines (is it a wine?)

19. 4. Other instances of blue ocean strategy Nintendo's Wii (2006) It created a radically different 'game concept' with respect to the traditional (i.e., joystick or gamepad based) videogame consoles It attracted those who were traditionally 'non-gamers' (e.g., parents) and offered new social venues for entertainment

20. 4. Other instances of blue ocean strategy Dell's computers (1990s) It created a radically different retail and delivery system (i.e., direct sales at low cost, customisable machines, and about 4 days delivery time) with respect to competitors It attracted those who had not bought computers before because of ease of access, customisation, and low price

21. 4. Other instances of blue ocean strategy A questionable example? Geox (1990s) It created a different product line based on special product features ('breathing shoes'), wide product range, and affordable prices with respect to competitors Did it really attract 'non- customers' of the shoe market?

22. 5. Summary Main points Strategic entrepreneurship consists of firms' efforts to undertake new business ventures that lead to superior performance in the long term Any firm may undertake offensive strategies to undercut competitors within the same industry and markets Alternatively, a firm may venture into 'unchartered waters' and pull itself out of competition (for some time, at least) Blue Ocean Strategy provides an intellectual and methodological approach to searching and designing strategies intended to guide firms into markets where competition is less intense