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about winning without fighting

Blue Ocean Strategy

to fight and conquer in all your battles is not supreme excellence. supreme excellence consists in breaking the enemy's resistance without fighting Master Sun Tzu in ‘ Art of War’ .

Conventional Strategy DIFFERENTIATION OR LOW COST Blue Ocean talks about Value Innovation DIFFERENTIATION AND LOW COST BLUE OCEAN STRATEGY .

Value Innovation • Region where a company’s actions favourably affect both its cost structure and its value proportion to buyers – Cost savings by eliminating and reducing the factors an industry competes on – Buyer values is lifted by raising & creating elements the industry has never offered – Over time. costs are reduced further as scale economies kick in Costs Value Innovation Buyer Value .

Blue .Comparison of Red vs.

How to find new Value Curve Four Actions Framework • Eliminate – Which of the factors that the industry takes for granted should be eliminated? • Reduce – Which factors should be reduced well below the industry's standard? • Raise – Which factors should be raised well above the industry's standard? • Create – Which factors should be created that the industry has never offered? .

Case Study 1 : US Wine Industry Pre-Yellow Tail .

Case Study 1: US Wine Industry Post Yellow Tail .

Case Study 1 : Value Curve for Yellow Tail • Eliminate – Enological Terminology – Above the Line – Focus on Aging Quality • Reduce – Vineyard Prestige & Legacy – Wine Complexity – Wine Range • Raise – Price as compared to Budget – Retail Store Environment • Create – Easy Drinking – Ease of Selection – Fun & Adventure .

Case Study 2 : US Women Exercise Pre Curves .

Case Study 2: US Women Exercise Post Curves .

Case Study 2 : Value Curve for Curves • Reduce – When compared to traditional gym • Price • Amenities • Equipment • Workout time • Availability of instructors • Raise – Environment encouraging discipline & motivation – Same sex non-threatening • Create – Womanly fun atmosphere .

Case Study 3 : Cricket Before IPL .

Case Study 3: Cricket After IPL .

Case Study 3 : Value Curve for IPL • Reduce – Spectator Time Invested (Competes with Movie/Football) – Emphasis on Classic Techniques (Batting/Bowling) – Emphasis on Patience. Cheerleaders etc. Certainty of Result Create – City Loyalty – Welcome to Dummies . Perseverance • Raise – – – – • Emphasis on Athleticism Pace of the Game Entertainment with Bollywood.

Is Tata Nano Really Creating a Blue Ocean ? .

he overthrows their kingdom without lengthy operations in the field Master Sun Tzu in ‘ Art of War’ . he captures their cities without laying siege to them.skillful leader subdues the enemy's troops without any fighting.

Chan Kim. Renée Mauborgne .Reference : Blue Ocean Strategy By W.