Professional Documents
Culture Documents
Blue Ocean Strategy
Blue Ocean Strategy
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BLUE OCEAN STRATEGY
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BLUE OCEAN STRATEGY
Competing in overcrowded
industries is no way to
sustain high performance.
The real opportunity is to
create BLUE OCEANS of
uncontested market space
Cirque du Soleil
Founded in 1984 by street performers
Stages productions seen by 40 million
people in 90 cities around the world
Cirque du Soleil has achieved in 20
years time what Ringling Bros. And
Barnum & Bailey – the world’s leading
circus – more than 100 years to attain
Circus Industry Negatives
When CDS was founded the circus industry
was in decline (and is still declining)
Other forms of entertainment was available
(sports, TV, videos)
Animal rights issues
High priced Circus star performers
Ringling and Barnum’s name a barrier to entry
(more than 200 years combined)
CdS’ Blue Ocean Strategy
Revealing Tagline : “We Reinvent the Circus”
CdS did not make money by competing within
the confines of an existing industry
CDS did not steal from Ringling or Barnum
CdS created uncontested market space that
made the competition irrelevant
RESULT : CdS increased revenues by a factor
of 22 over the last 10 years
BLUE OCEAN
vs.
RED OCEAN
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What is the BLUE OCEAN?
Blue oceans denote all industries NOT in
existence today
The Unknown market space
Untainted by competition
In Blue Oceans, demand is created not
fought over
In Blue Oceans, growth is profitable and
rapid
Concept!
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2 ways to create Blue Oceans
Companies can give rise to complete
new industries, example : Ebay with the
online auction industry
Created WITHIN a Red Ocean when a
company alters the boundaries of an
existing company, example : Cirque du
Soleil
Authors’ studies on Blue Oceans
Cirque du Soleil is just one of more than
150 blue ocean creations
Studies encompass over 30 industries
Data used stretches more than 100
years
Analyzes companies that create blue
oceans vs. companies that are
TRAPPED in red oceans
Insights on Blue Ocean Strategy
There is a consistent pattern of strategic
thinking behind the creation of new markets
and strategies (called Blue Ocean Strategy)
Blue Ocean strategies part with traditional
models focused on competing in existing
market space
Managers’ failure to differentiate between blue
and red ocean strategy lies behind the
difficulties many companies encounter to break
from the competition
Once upon a time …
The term blue oceans is NEW but it has always
been with us
What industries were unknown 100 years ago?
Automobiles
Music recording
Aviation
Petrochemicals
Pharmaceuticals
Management Consulting
AUTOMOBILE
Key Blue Ocean Blue Ocean created Driven by At time of
Creations by a new entrant or technology or creation, industry
incumbent? value pioneering? attractive or
unattractive?
Ford Model T New Entrant Value (mostly Unattractive
existing
technologies)
GM’s “car for Incumbent Value (some new Attractive
every purse and technologies)
purpose”
Japanese fuel- Incumbent Value (some new Unattractive
efficient cars technologies)
Structuralist or Reconstructionist
Environmental worldview
Determinism Market boundaries
worldview and industries can
Companies and be reconstructed by
managers are at the the actions and
mercy of economic beliefs of industry
forces greater than players
themselves
The Simultaneous Pursuit of
Differentiation and Low Cost
Blue Oceans are created in the region where a
company’s action affects BOTH its cost
structure and its value proposition to buyers
Cost savings are made from eliminating and
reducing the factors an industry competes on
Buyer value is lifted by creating elements the
industry NEVER OFFERED
Over time, costs are reduced further as scale
economies kick in, due to the high sales
volumes that superior value generates