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Business Problems:
þ Difficulty of continuous growth in existing markets

þ Less competitive advantages

þ The business and marketing in real practice

 

Ded ocean
Ded ocean refers to a saturated market where there
is vicious competition, already crowded with people
providing the same type of services or producing the
same kind of goods.
 

Blue ocean
!lue oceans are untapped and uncontested
markets, which provide little or no competition
for anyone who would dive in, since the
markets are not crowded.
 D  !"
þ ‰ompete in existing market space: current customers
þ !eat the competition: to gain share
þ Exploit existing demand
þ Make the value-cost-trade-off
þ Align the whole system of a firm͛s activities
with its strategic choice of differentiation or
low cost
 !
  !"
þ ‰reate uncontested market space
þ Make the competition irrelevant
þ ‰reate and capture new demand
þ !reak the value-cost trade off ( create value
innovation)
þ Align the whole system of a fir/s activities in
pursuit of differentiation and low cost
 ë


a.Strategy ‰anvass
2. EDD‰ frameworks
 Strategy ‰anvas

þ

 
    

     
     

 
 





 
  


ͻ It allows the company to understand where the

competition is currently investing and the factors on in a
product, service and delivery, etc. that the industry
competes on.
 As it Strategy Table
‰ompany SUPED ASIA TOYO UNITED
--------------
Factors
puality High Medium Low

Design Medium Low Medium

Duration High Medium low Low

Price Low High Low

Marketing High Low Medium

Effort


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 Strategy ‰anvas
 
 
!


!lue Ocean Strategic

Offering Move



Industry Value curve

‰ompeting Factors
 Strategy ‰anvas

ͻ The horizontal axis is factors that the industry

competes on and invests in,

ͻ The vertical axis is offering level that buyers receive

across these key competing factors.
 ë


a.Strategy ‰anvass
2. EDD‰ frameworks
 
 
‘
 
‘
 
    


Lift buyer value and create

new demand: Daise and
‰reate

Drop the cost and structure

: Deduce and Eliminate
!


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a. Deduce factors well below the industry͛s
standard to avoid the mistake of over delivering
in order to beat the competition.
2. Eliminate factors that the industry takes fro
granted but adds no perceived value to
customers.
3. ‰reate new sources of value that the industry
has never offered
4. Daise factors well above the industry͛s standard
so your customer won͛t have to make
compromises
EDD‰ rid of Super Asia
Eliminate Deduce
Marketing puality

Daise ‰reate
Design Energy Saving
Six Thinking Paths of
!l c str t gy
Look across alternative industries

Look across strategic groups within industry

Dedefine the industry buyer group

Look across to complementary product and service offering

Dethinks the function-emotional orientation of its industry

Participant in shaping external trends over time