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"Blue Ocean Strategy"

Poster · November 2018

DOI: 10.13140/RG.2.2.25693.05600

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Khaled Elsayed Bekhet

Antalya Bilim University
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 “Blue Ocean Strategy”
Business Creativity & Innovation Masterclass

Learn an innovative Strategic & systematic approach for

creating uncontested market space & making the competition
irrelevant

2 days’ Workshop

Facilitator;
Khaled E. Bekhet, D.B.A, M.Phil., EMBA
Assistant Professor of Strategic Management, Business
Management Consultant & Founder, KEMSA Consulting
Introduction
Companies have long engaged in head-to-head competition in
search of sustained, profitable growth. Yet in today`s overcrowded
industries, battling head-on results in nothing but a bloody “red
ocean” of rivals fighting over a shrinking profit pool. Tomorrow’s
leading companies will succeed not by battling competitors, but by
systematically creating “blue oceans” of uncontested market space
rips for growth.
Blue Ocean Strategy presents a proven analytical framework and
the tools for successfully creating and capturing blue oceans.

Workshop Objectives
By the end of this workshop you will be able to;
IMPLEMENT strategic change and set clear direction
ACQUIRE an in-depth understanding of Blue Ocean Strategy tools
and concepts
APPLY Blue Ocean Strategy Principles, Frameworks and Tools
START developing Blue Ocean Strategy for your Organization
UNDERSTAND how to engage your Colleagues and subordinates in a
Blue Ocean Strategy
BUILD business competency through a structured Blue Ocean
Strategy (BOS) journey
GENERATE and validate ideas through the process of Blue Ocean
Strategy
GAIN knowledge of Value Innovation Practices and Methodologies of
Blue Ocean Strategy
Workshop Overview
“Blue Ocean” is a slang term for the uncontested market space for
an unknown industry or innovation. The term was coined by
professors W. Chan Kim and Renee Mauborgne in their book “Blue
Ocean Strategy: How to Create Uncontested Market Space and the
Make Competition Irrelevant” (2005). Blue Oceans are associated
with high potential profits. Blue Ocean Strategy has literally changed
the way companies do business. It has turned the way we think of
competition on its head.
The strategy represents the simultaneous pursuit of high product
differentiation and low cost, thereby making competition irrelevant.
It is an “and-and,” not an “either-or” strategy. Conventional wisdom
holds that companies can either create greater value for customers
at a higher cost or create reasonable value at a lower cost. Here
strategy is seen as making a choice between differentiation and low
cost. In contrast, Blue Ocean Strategy seeks to break the value-cost
trade off by eliminating and reducing factors an industry competes
on and raising and creating factors the industry has never offered.
Classical strategies built around market share rarely lead to dramatic
and enduring success. In most industries – probably yours – hard
fought gains fade as competitors copy innovations and counterattack
with new offers of their own. But there is a way out of this competitive
“Red Ocean”. Using cutting edge concepts to drive value innovation
and demand creation, the organization can plan a course to a “Blue
Ocean” where the competition does not yet exist.
What consistently separates winners from losers in creating Blue
Oceans is their approach to strategy. Creators of Blue Oceans do
not use the competition as their benchmark, but follow a different
strategic logic that we call Value Innovation. Instead of focusing on
beating the competition, make them irrelevant by simultaneously
creating a leap in value for buyers and your company, thereby
opening up new and uncontested market space.
This Blue Ocean Strategy course will show delegates how to create
uncontested market space and make the competition irrelevant. In
this three days “action learning” course, delegates will learn the
practical application of Blue Ocean Strategy/Value Innovation
tools, methodologies, and frameworks. Participants will gain an in-
depth understanding of how to apply the tools and methodologies to
break through conventional competitive strategic thinking.

Why you Should Attend?

The Blue Ocean Strategy is a Reconstructionist view of the market
where no accepted boundaries or structure is present. The structure
can be created or recreated by the steps taken by players in the
market. Strategy and thinking is not limited by preconceived barriers,
and a shift happens from a focus on the supply side to a focus on the
demand side. Value Innovation takes precedence over competing
blindly with a simultaneous focus on differentiation and cost
effectiveness.
In an established industry, companies compete with each other for
every piece of available market share. The competition is often so
intense that some firms cannot sustain themselves. This type of
industry describes a Red Ocean, representing saturated market share
bloodied by competition. To avoid costly competition, firms can
innovate or expand in the hope of finding a Blue Ocean. A Blue
Ocean exists where no firms currently operate, leaving the company
to expand without competition.
 In this workshop, you will be exposed to the organizational strategy
and strategic decisions. Further to that, participants will learn
innovation management and identify whether Blue Ocean Strategy is
right for their organization.
Who Should Attend?
The workshop is specifically designed for:
Executives, Directors of Strategy, Senior Management positions,
Sales and Marketing Directors, Business Unit Managers, Head of
Research and Development, Business Development Executives,
Entrepreneurs, DBA Students, and MBA Students.

Workshop Facilitator
Dr. Khaled Bekhet is a DBA holder in Business Management from Maastricht
School of Management (MSM), Netherlands. He obtained his MPhil in
Management from MSM in 2012. Moreover, Dr. Bekhet obtained his EMBA
from Alexandria University, Egypt in 2008, and an active member of the
International Advertising Association (I.A.A.). Dr. Bekhet is also member of
The International Society for Development and Sustainability (ISDS) and
holds a unique blend of practical as well as academic experience, he worked
as senior executive in many industrial sectors, he is a Professional Certified
Trainer from AUC, Egypt and has co-authored and published several research
papers on how private sector business organizations face different structural
challenges that deter their development. Dr. Bekhet worked for more than two
years (2015-2017) at Antalya International University (AIU), Turkey, as
Assistant Professor in Strategic Management. Prior to Joining AIU, Turkey,
Dr. Bekhet has close to 6 years as an Adjunct Assistant Professor in many
Universities i.e. AUC, ESLSCA, and MIU; covering many areas including
Strategic Planning, Innovative Business Models, Entrepreneurship,
Cotemporary Management, Leadership, and Strategic Marketing.

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