BLUE OCEAN

STRATEGY
National Blue Ocean Strategy
 “
RED vs BLUE
 RED OCEAN
• Compete in existing market
space
• Beat the competition
• Make the value-cost trade off
• Align strategy choice of
differentiation or low cost
BLUE OCEAN
• Create uncontested
market space
• Make the competition
irrelevant
• Create & capture new
demand off
• Break the value- cost
trade off
• Simultaneous pursuit
strategy of differentiation
BOS
 Kos

Tinggi
Berterusan PRODUCT/
Kualiti
↓
SYST EM
(BOS)
Pelaksanaan
Kolaborasi
Pantas
BOS TOOLS
 AS - IS STRATEGY CANVAS

Comparing our positions with competitors

Perspective of the manager

Identification of Key Competitive Factors

Value curves capture the profiles

offering to stay competitive
 y
AS - IS STRATEGY CANVAS
Vertical Axis :
Show the offering
level that
customers receive
across all the
value elements.
Offerings

Offerings : Horizontal Axis :

• Inside-out Show the value elements the industry competes
perspective on and invest in.
(what providers
offers) Value Elements :
• Scale: Low to • What the provider offer to their customers
high • Not < than 5 and > than 12
• Always put cost as the first value elements.

x
Value Elements
AS - IS ST RAT EGY CANVAS
AS - IS ST RAT EGY CANVAS
BUYER UTILITY MAP / BUYER EXPERIENCE
CYCLE (BUM/BEC)

From customers point of view

Different stages of Buyer Experience Cycle

Buyer Utility Map

Identificaaation of Pain Points (- to + )

BUYER EXPERIENCE CYCLE (BEC)
 Customer
Productivity

Environment
Simplicity
Friendliness

UT ILIT Y
LEVERS
Fun &
Convenience
Image

Risks
UTILITY LEVERS
Lokasi parking jauh
Ambil masa lama• paking
BUYER Masa UTILITY
menunggu MAPlama/ BUYER EXPERIENCE
(penuh)• Beratur lama Penerangan sangat• Tempat jauh
• Pesakit• CYCLE
ramai
• 1 kaunter sahaja (BUM/BEC)
ringkas/kurang jelas
• Doktor kurang • Bayaran mahal
Jenis paking
• Banyak kaunter • Penggunaan bahasa yang
Saiz paking kecil sukar diifahami
• Lokasi jauh
• Mesin terima duit syiling
Sakit sendi (jauh)• Tempat• sempit
X Bilik sempit
•X 1 kaunterX ambil X
sahajanombor X
• Kurang• kerusi
Keselamatan (hilang/sunyi) 1 bilik 2 •doktor
Tunggu •lamaMesin sikit
• Sakit bertambah teruk X X
• Boring\tv rosak
• Tiada hiburan (tv rosak,
• Tiada hiburan
X untuk X X X X
tiada bahan bacaan)
Kotor kanak-kanak
Pencemaran udara X X

X X

X
 6 PATHS FRAMEWORK

Alternative Industries

Strategic groups within industries

Chain of buyers

Complementary products & Services

Functional vs Emotional Appeal

Across time
3 T IERS OF NON CUSTOMER
 3 T IERS OF NON CUSTOMER

EXISTING
CCUSTOMER

Soon To Be Refusing Unexplored

• Warga Emas • Berkemampuan • Tinggal Jauh
• Kanak-kanak
• Sibuk
 ACROSS ALT ERNAT IVE INDUST RIES
Alternatives include products or services that have
different functions and forms but the same purpose.
ACROSS ALT ERNAT IVE INDUST RIES
ACROSS ALT ERNAT IVE INDUST RIES
 ACROSS ST RAT EGIC GROUPS
Strategic Groups –Groups of companies within an
industry that pursue a similar strategy.
 ACROSS CHAIN OF BUYERS
There is a chain of ‘buyers’ who are directly or
indirectly involved in the buying.
 ACROSS COMPLIMENTARY SERVICES
Define the total solution buyers seek when they
choose a product or service. (Before,during & ater)
ACROSS FUNCT IONAL vs EMOT ION
ACROSS T IME
ELIMINAT E, REDUCE, RAISE CREAT E GRID
ELIMINAT E, REDUCE, RAISE CREAT E GRID
LOW COST TO
GOVERMENT

VALUE
INNOVAT ION

HIGH IMPACT
TO SOCIET Y
ELIMINAT E, REDUCE, RAISE CREAT E GRID
ELIMINAT E, REDUCE, RAISE CREAT E GRID