Blue ocean strategy kim and mauborgne pdf
Chan Kim W. Renée Mauborgne. Blue Ocean Strategy: From theory to practice [PDF] - Все для студентаBlue ocean is a slang term created in The idea behind it is the referral to the vast marketing options that occurs when an unknown industry or innovation occurs. The term blue ocean was coined by professors W. The authors define blue oceans as markets associated with high potential profits. Business leaders with innovative products and services who can identify blue ocean markets have endless opportunities. This type of industry describes a red ocean, representing a saturated market share bloodied by competition.
Despite a long-term decline in the circus industry, Cirque du Soleil profitably increased revenue fold over the last ten years by reinventing the circus. Rather than competing within the confines of the existing industry or trying to steal customers from rivals, Cirque developed uncontested market space that made the competition irrelevant. Cirque created what the authors call a blue ocean, a previously unknown market space. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid. In red oceans--that is, in all the industries already existing--companies compete by grabbing for a greater share of limited demand.
This blog article is a overview of some of the key points of the book by W. In this article you will learn how to make your competition irrelevant and have sales and profit growth in excess of anything you thought was even possible. Click the link above or the picture below to read more. Interested in buying the book? Blue oceans strategy is the approach that suggests a company is better off searching for ways to play in uncontested market places instead of engaging with competition in existing marketing spaces. It is the idea of trying to find market spaces that are free of competitors by creating and caputuring new demand, making the competition irrelevant. An exmaple of a blue ocean strategy is Netflix.
Blue Ocean. Strategy. How to Create Uncontested Market Space and. Make the Competition Irrelevant. W. Chan Kim. Renée Mauborgne. HARVARD BUSINESS .
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What are Red Oceans and Blue Oceans?
Red oceans are all the industries in existence today — the known market space, where industry boundaries are defined and companies try to outperform their rivals to grab a greater share of the existing market. Cutthroat competition turns the ocean bloody red. Blue oceans denote all the industries not in existence today — the unknown market space, unexplored and untainted by competition. The chart above summarizes the distinct characteristics of competing in red oceans Red Ocean Strategy versus creating a blue ocean Blue Ocean Strategy. Get Blue Ocean Shift to learn the ins and outs of how to put this tool in practice. In their New York Times bestselling book, Blue Ocean Shift , Kim and Mauborgne share how to put these practical market-creating tools into practice to move from red to blue oceans and to do so in a way that people own and drive the process.