Red Ocean Strategy

24

Top 9 Blue Ocean

W.Chan Kim Renee Mauborgne Insead

Blue Ocean Strategy

.
20

. Guru
(Zeus of Management)
Guru Guru
Guru Guru
. (Michael E. Porter)

The Competitive
Advantage of Nations




Monitor

40





1

19


3



1980
Competitive Strategy : Technique
for Analyzing Competitors and
Industries

1985
Competitive Advantage : Creating
and Sustaining Superior
Performance

1990
The Competitive Advantage
of Nations

(Strategic Planning)

Part I : Cover Story

25



Strategy and
Corporate Strategy
1960
Structure

Strategic Planning

Low

Problem Child

Cash Cows

Dogs

High

Star

Low

Market Growth Rate

(Cash Usage)

High

Relative Market Share

(Cash Generation)

QuickMBA.com
26

Top 9 Blue Ocean

 GE
GE BCG Growth Share Matrix

... (Cash Cow)
(Star)
(Problem Child)
(Dog)
BCG Growth Share Matrix

HBS

BCG

H arvard Business School

1980 (

1979)

Competitive
B CG Growth Share Matrix Strategy : Technique for Analyzing
Harvard Business School HBS Competitors and Industries
BCG Growth Share Matrix

Part I : Cover Story

27

Bargaining
Power of
Customers

Bargaining
Power of
Suppliers

Competitive
Rivalry
within an
Industry

Business Policy



Competitive
Strategy

W. Chan
Kim
Blue Ocean Strategy
Competitive Strategy
Red Ocean Strategy

Blue Ocean
Strategy Red
Ocean Strategy

28

Threat of
New
Entrants

Threat of
Substitute
Products

Five Competitive Forces

Competitive Strategy

Guru










...
...
...
...

Top 9 Blue Ocean

...
Five Competitive Forces

(Threat of New Entrant)

7
1. (Economies of Scales)





30

Top 9 Blue Ocean

Economies of Scales

2.
(Product Differentiation)

3. (Capital
Requirement)




4.
(Cost Disadvantage
Independent of Scales)

5. Switching Cost

6.

7 .

Switching Cost



Part I : Cover Story

31

32

Top 9 Blue Ocean

.
1947

1969
()
Harvard Business School


Harvard



All State
1968
NCAA Golf All American Team
C.Roland
Christensen
Richard Coves
Dissertation
Mentor


Competitive Advantage
Mentor

HBS
26
Harvard Business School
7



7



W . Chan Kim Blue Ocean
Strategy

W. Chan Kim



W. Chan Kim
Competitive Advantage

Competitive Strategy
Competitive
Advantage

Competitive Advantage Competitive
Strategy
Generic Strategy 3

1. Differentiation
Add Value

2. Cost Leadership
3. Focus

Competitive Strategy

Value Chain

Value Chain

Part I : Cover Story

33