Blue Ocean Strategy & Business model vernieuwing Yousri Mandour
Nov 14, 2014
Blue Ocean Strategy&
Business modelvernieuwing
Yousri Mandour
Op het snijvlak van…
Analyse Creatie
Wie heeft het boek gelezen?Bent u actief in een rode oceaan?Jaws of Blue Lagoon?Als je mag kiezen: differentiatie of cost leadership?
Opwarmer
Kerngedachte Blue Ocean StrategyDoor waarde-innovatie te
realiseren, evolueren van een bloedige
rode oceaan…
naar nieuwe onontgonnenmarktgebieden: blauwe
oceanen!
Nieuwe vorm van strategievorming
Nieuw recept
Einde van Porter?
Hoe zit het met Ansoff?
Hoe de nieuwe markt aanboren?
Doorbreken van 2 conventionele denkkaders:
Focus op niet-klanten in plaats van bestaande klantenZoek naar overeenkomsten in plaats van verschillen tussen klanten
Focus op 3 soorten niet-klanten
‘soon-to-be’ noncustomers
‘refusing’ noncustomers
‘unexplored’ noncustomers
Differentiation or low cost Differentiation and low cost
Compete in existing market space Create uncontested market space
Segment existing customers Attract non-customers
Beat the competition Make the competition irrelevant
Blue Ocean StrategyRed Ocean Strategy
Competitive Advantage Value Innovation
Exploit existing demand Create and capture new demand
Steps in Blue Ocean Strategy
Analysis starting situation
Strategy canvas (as-is)
Creative process:
6 innovationpaths
Adaptproposition:
4actionsframework
Checklist Blue Ocean:
Strategy canvas (to-be)
What are difficulties when creating a strategy canvas?
Strategy canvas Southwest airlines
Steps in Blue Ocean Strategy
Analysis starting situation
Strategy canvas (as-is)
Creative process:
6 innovationpaths
Adaptproposition:
4actionsframework
Checklist Blue Ocean:
Strategy canvas (to-be)
6 innovatiepaden
Buyer, user, influencerTraditional customer groupExample: Novo Nordisk• Insulin producer• Doctor vs. patient
Herdefinieer kopersgroep
Kijk over marktsegmenten heen
Kijk breder in de waardeketen
Kiezen Dossieroverdracht?
Voor relatie Na relatie
Voor behandeling Na behandeling
SchuldgevoelAfspraak
makenParkeren
Kwaliteit assistent
wachten
Verdoofde mond 3 uur niet etenkostenverwerking
Steps in Blue Ocean Strategy
Analysis starting situation
Strategy canvas (as-is)
Creative process:
6 innovationpaths
Adaptproposition:
4actionsframework
Checklist Blue Ocean:
Strategy canvas (to-be)
Nieuw recept
Raise
Which factors should be raised well above the industry’s standard?
Eliminate
Which of the factors that the industry takes for granted should be eliminated?
Create
Which factors should be createdthat the industry has never offered?
Reduce
Which factors should be reduced well below the industry’s standard?
A New Value Curve
Pushing for a sharp drop in the industry’s cost structure
Pushing for a quantum leap in buyer value
4-actions framework
© ICSB Marketing en Strategie
Eliminate
Star performers
Animal shows
Aisle concession sales
Multiple show arenas
Raise
Unique venue
Reduce
Fun and humor
Thrill and danger
Create
Theme
Refined environment
Multiple productions
Artistic music and dance
Steps in Blue Ocean Strategy
Analysis starting situation
Strategy canvas (as-is)
Creative process:
6 innovationpaths
Adaptproposition:
4actionsframework
Checklist Blue Ocean:
Strategy canvas (to-be)
Strategy canvas of [yellow tail]
Value curve has focus
Value curve diverges from the other players
Clear strategic profile,compelling tagline:
“The speed of a plane at the price of a car”
Lakmoes-test van uw BOS strategie
Buyer utility
Is there exceptional buyer utility in your business idea?
What are the adoption hurdles in actualizing your business idea?
Are you addressing them up front?
Price
Is your price easily accessible to the mass of buyers?
Cost
Can you attain your cost target to profit at your strategic price?
A commercially viable Blue Ocean Strategy
YES
YES
YES
YES
No Rethink
No Rethink
No Rethink
No Rethink
Adoption
Get the Strategic Sequence right
Mutual funds supermarket SNS Fundcoach
Global search for asset management funds
Circle of world leader fund managers
Free mini-seminars
Eliminate
In-house inferior funds
Costs of buying and selling funds
Raise
Education on investing and stock trading in mini-seminars
Extensive research on private investment behaviour
Reduce
Only mutual funds, no individual stocks
Time span buying and selling
Create
Funds of exclusive asset management houses
Largest assortment of mutual funds in NL
“Nieuwe” manier van strategie bedrijvenAlle oude scholen:• Gevecht om taartpunt• Gevecht om taartgroei• Blue ocean: eigen unieke taart bakken
Nieuw aanbod voor niet klantenMeerwaarde voor nieuwe klanten én bedrijf: differentiatie én kostenleiderschapAan de hand van modellen, processen, spelregels
Blue Ocean Strategy – executive summary
Blue Ocean Strategy denken gaat over het definiëren van een waarde-innovatie in nieuwe markten voor nieuwe klanten. Een stimulerende nieuwe wereld van alternatief strategie denken. Maar ook moeilijk en risicovol. En het biedt geen antwoord voor het gevecht in de huidige business. Terwijl (in tijden van crisis) juist daar alle zorgen en aandacht liggen.
Hoe kunnen de slimme inzichten van de Blue Ocean Strategy denkwereld, helpen om opnieuw een slag te
winnen in het gevecht om de bestaande markt?
Blue Ocean Strategy – waar gaat dat over?
Internal & External Analysis
SWOT- and confrontation matrix
Vision & Mission
Creative solutions
Choose
Issues
Business Case
Execute
Strategy Canvas
Main goal & Willingness
6 innovation paths
Business Casestrategic rank
Execute
Alternative Canvas
Choose(3 characteristics, 4 actions => customer)
Creating a Strategy Canvas for McDonald’s
“Strategy Canvas” as a start
The Strategy Canvas is the cornerstone for Blue Ocean Strategy:• Provides insight in the need for change• Sharpens the key elements of the new strategy
Your assignment: Create an (as-is) Strategy Canvas for McDonald’s
Strategy Canvas assignment
1. Formulate field of competition – 3 to 4 competitors / alternatives
2. Formulate competitive factors from the customers’ point of view
3. Score each player on the defined competitive factors (based on case information and own estimation)
4. Write down hurdles that you encounter during the process of making the strategy canvas!
5. Each team prepares a presentation of max 10 minutes for tomorrow morning
Searching for blue oceans
Assignment
Searching for blue oceans for McDonald’sReconstruct market boundaries via 4 of the 6 pathsFoundation of the ‘to-be’ Strategy Canvas
6 conventional boundaries of competition
1. Look across alternative industries
Substitute versus alternativeWhich customers looks beyond the border?• Key factors• Art of elimination
Example: NetJets• Business class versus Companyjet• Focus on costs and demand
2. Look across the chain of buyers
Buyer, user, influencerTraditional customer groupExample: Novo Nordisk• Insulin producer• Doctor vs. patient
3. Look across complementary product and service offerings
Disclose added value of product context• What happens before, after and during the use
of your service?• Imperfections during the total product experience
Example: • Cinema a night out• Pain point: What to do with the kids?• Additional service: day nursery
© ICSB Marketing en Strategie
Going to the dentist
> Choosing > Dossier transfer
Before relationship After relationship
Before treatment After treatment
Feeling guilty Making
appointmentParking
Waiting
Numb mouthUnable to eat properlyPayment
4. Look across time (external trends)
Relevant trends McDonald’s:• Growing
awareness for healthy nutrition & living.
• Increasing number of elderly people in USA / Europe
Assignment in 4 teams
Team 1Alternative industries
Team 3Complementary product and service offerings
Team 1Alternative industries
Team 3Complementary product and service offerings
Team 2Chain of buyers
Team 4Time (external trends)
Team 2Chain of buyers
Team 4Time (external trends)
Explore possible paths and develop ideas for blue oceans
Contact
ICSB Marketing en Strategie
Barbizonlaan 762908 ME Capelle a/d IJssel
T: 010 452 86 02I: www.icsb.nlE: [email protected]