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Aditya Nugraha (1)
Argi Hermansyah (6)
Daeng Achmad (8)
Hendra Mukti (13)
I Made Suandi (14)
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39%
86%
62%
61%
14%
38%
Substantially Higher Returns fromInvestments in Blue Oceans
(1880-2000)
Business Launch
Revenue Impact
Profit Impact
Red Oceans
Market-Competing Business Launches
Blue Oceans
Market-Creating Business Launches
Kim & Mauborgne 2006
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VISI Create uncontested market space
membuat ruang lingkup pasar sendiri
Make the competition irrelevant
tidak bersaing di dalam kompetisi
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Differentiation or low cost Differentiation and low cost
Compete in existing market space Create uncontested market space
Segment existing customers Attract noncustomers
Beat the competition Make the competition irrelevant
Competitive Advantage Value Innovation
Exploit existing demand Create and capture new demand
Blue Ocean StrategyRed Ocean Strategy
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Eliminated
Raise
Reduce
Create
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Industri Game Console
Nintendo Wii 2006
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PENERAPAN
External Assesment
Internal Assesment
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Minimizing Risks and MaximizingOpportunities in Formulating and
Executing Blue Ocean StrategyFormulation Risks
Execution Risks
Search Risk
Planning Risk
Scale Risk
Business Model Risk
Organizational Risk
Management Risk
Formulation Principles
Reconstruct market boundaries
Reach beyond existing demand
Get the strategic sequence right
Execution Principles
Focus on the big picture, not the numbers
Overcome key organizational hurdles
Build execution into strategy
Kim & Mauborgne 2006
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External Assesment
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1. Reconstruct Market Boundaries
6 Path1) Looks across alternative industries (alternatif produk)
2) Looks across strategic group within industry (strategy
yang sama)
3) Look Across the Chain of Buyers (kelompok pembeli yg
diabaikan)
4) Looks across to complementary product and service
offerings (menggabungkan complementary product
and service )
5) Look Across Functional or Emotional Appeal to Buyers
(daya tarik, fungsi vs emosi)
6) Participates in shaping external trends over time
(mencermati perubahan trend)
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2. Focus on the Big Picture, not the Numbers
Focus on the Big
Picture, not the
Numbers
The Four Steps of
Visualizing Strategy
1. Visual Awakening
2. Visual Exploration
3. Visual Strategy Fair
4. Visual Communication
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Visual Awakening
Strategy
Canvas
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Video Gaming Industry
The Strategy Canvas
of Nintendo Wii
hi
offering
leve
l
loPrice
Processing Power Design &
Austhetic
HD TV COmpatibility
Online GamingNon Gaming Funct.
HiRes Graphic
Available Game
Motion
Family Friendly
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Visual Exploration
Mengeksplorasi
bilamana pembeli menerima/tidak penawaran kita
(plus minus existing product)
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Visual Strategy Fair
Paparkan strategi yang diambil
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Four Action Framework- Cost Structure
Eliminate
ReduceDibawah Standar
Raise
Diatas Standar
CreateThe industry
never offer
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Four Action Frame Work
Eliminate
Reduce
Raise
Create
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The Strategy Canvas
of Nintendo Wii
hi
offering
leve
l
loPrice
Processing Power Design &Austhetic
HD TV COmpatibility
Online GamingNon Gaming Funct.
HiRes Graphic
Available Game
Motion
Family Friendly
Nintendo Wii
ReduceEliminate Raise Create
Video Gaming Industry
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Visual Communication
Komunikasikan seluruh strategy yang dipilih agar
pegawai mengerti
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3. Reach Beyond Existing Demand
The Three Tier
of Non-
customers
First tier: Soon to be non-customers;jarang
belanja, cari-cari barang alternatif
Second tier: Refusing non-customers yang
tidak menggunakan atau tidak mampu masuk
ke pasar kita.
Third tier: Unexplored non-customers
untargetted customer
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Internal Assesment
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4. Get The Strategic Sequence Right
The Sequence of Blue Ocean Strategy
Buyer utility
Ada manfaat yang besar untuk
buyer?
Price
Harga bisa dijangkau target
buyer?
Cost
Bisa mencapai target cost, dan
mencapai profit?
Adoption
Semua kesulitan baik dr
pegawai, maupun rekanan bisa
diatasi?
A commercially viable blue
ocean idea
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5. Overcome Key Organizational Hurdles
The Four Organizational Hurdles to Strategy Execution
Cognitive Hurdle,
An organization
wedded to the
status quo
Motivational
Hurdle,
Unmotivated staff
Political Hurdle,
Opposition from
powerful vested
interests
Resource Hurdle,
Limited resources
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5. Build Execution Into Strategy
Fair Process of Strategy
Strategy Formulation Process
Fair Process Engagement, Explanation, Expectation clarity
Attitudes
Trust and CommitmentI feel my opinion counts
Behavior
Voluntary CooperationIll go beyond the call of duty
Strategy Execution
Exceeds Expectation self initiated
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TERIMA KASIH
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Purple Ocean Strategy
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Apakah Purple Ocean
Strategy
Strategi 2 Kaki antara Red
Ocean danBlue Ocean