1. Blue Ocean
Strategy (BOS)
PRESENTER:
AMJAD ALI SHAHID
SUBASHINI RAMAKRISHNAN

2. SCOPE OF PRESENTATION
1. Definitions of Blue Ocean Strategy (BOS)
2. Concepts of BOS
3. Examples of Companies using BOS Strategy
4. Organizational Hurdles to BOS Execution
5. Case Study of Cirque Du Soleil & BOS
6. Conclusion

3. • a way to make the competition irrelevant by
creating a leap in value for both the company
and its customers.
• an analogy to describe the wider, deeper
potential of market space that is not yet
explored. Like the “blue” ocean, it is vast,
deep, powerful, in terms of profitable
growth, and infinite.
(W.Chan Kim and Renee Mauborgne, 2005)
WHAT IS BLUE OCEAN STRATEGY
(BOS)?

4.  Create uncontested market space.
 Make the competition irrelevant.
 Create + capture new demand.
 Break the value/cost trade-off.
 Align the whole system of a company's
activities in pursuit of differentiation
+ low cost.
1.
BOS Helps Organization To:
W.Chan Kim, Renee Mauborgne,
Blue Ocean Strategy (2006)

5. Principles of BOS
W.Chan Kim, Renee Mauborgne,
Blue Ocean Strategy (2006)

6. VALUE INNOVATION
W.Chan Kim, Renee Mauborgne,
Blue Ocean Strategy (2006)

7. Action Framework
of BOS
W.Chan Kim, Renee Mauborgne,
Blue Ocean Strategy (2006)

8. W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
http://geanu.pbworks.com/f/blue-ocean-strategy.pdf

9. EXAMPLES OF ORGANIZATION
PRACTISING BOS

10. CASE STUDY : CIRQUE DU SOLEIL
https://www.youtube.com/watch
?v=T3puuS05pzg
http://www.cirquedusoleil.com/e
n/home.aspx#/en/home/shows/
details/michael-jackson-one.aspx

11. In 20 years, Cirque has
achieved revenues that Ringling
Bros. and Barnum & Bailey—
the world’s leading circus—
took more than a century to
attain.
using men into the circus instead of animals.

12. CASE STUDY : CIRQUE DU SOLEIL
Cirque du Soleil:
• Target Market : Adults
• Not Dependent to Star performance &
animal shows
• Reduce fun & humor
• Reduce Thrills & dangers
• Unique Venue
• Theme & Theater
Low Cost, High Price
Circus Industry
Traditional Circus:
• Target Market : Children
• Dependent to : Star performance,
animal shows
• High fun & humor
• High Thrills & dangers
High Cost, Low Price

13. VALUE INNOVATION
W.Chan Kim, Renee Mauborgne,
Blue Ocean Strategy (2006)

14. Action Framework
of BOS
W.Chan Kim, Renee Mauborgne,
Blue Ocean Strategy (2006)

16. • 4000 employees + artists worldwide
- 1984 – 73 people Today – 3000 employees
& 1000 artists
- 40 Nationalities & 25 languages
• 90 Million viewers – 200 cities
• 19 shows across globe
• estimated annual revenue exceeding US$810 million.
• Net worth/ assets – US $ 2.5 billion
• One Drop Foundation – fight against poverty
• Won hundreds of awards – originality + excellent
management
Sandesh Goshal (2012) :
http://www.slideshare.net/sandy.0485/cirque-dusoleil-5128574
BOS Has Benefitted
CDS In ….

17. Conclusions
CREATING BLUE OCEANS - not a static achievement but a
dynamic process. Once a company creates a blue ocean and its
powerful performance consequences are known, sooner or later
imitators appear on the horizon. The question is, How soon or
late will they come? Put differently, how easy or difficult is blue
ocean strategy to imitate?
As the company and its early imitators succeed and expand the
blue ocean, more companies eventually jump in. This raises a
related question: When should a company reach out to create
another blue ocean? In this concluding chapter, we address the
issues of the sustainability and renewal of blue ocean strategy
W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy (2006)
http://geanu.pbworks.com/f/blue-ocean-strategy.pdf