1. Confidential B - Internal
Blue Ocean Strategy – Demystified!
Consolidated & Prepared by
Ragavendra Prasath
ragavendraprasath@gmail.com

2. Stuffs Inside!
1. What is BOS?
2. Why BOS?
3. Blue Ocean Vs Red Ocean
4. Value Innovation
5. Strategy Canvas
6. ERRC Grid (or) 4 Actions Framework
7. PMS Map

3. Stuffs Inside!
8. 3 types of Non-customers
9. Sequence of BOS
10.Tipping point leadership

4. BOS – What’s that!
• A way to make competition irreverent by creating value a huge value
for both company and customers.

5. Why should we use BOS !
• Proven techniques
• 150 strategy plans
– More than 30 industries
• For more than 200 years

6. Why should we use BOS !

7. Red Ocean!

8. Blue Ocean!

9. Red Ocean Vs Blue Ocean !

10. Value Innovation!

11. Strategy Canvas !

12. Strategy Canvas
• Focus
• Divergence
• Compelling tagline

13. ERRC Grid (or) 4 Action framework!

14. PMS Map
1. Settlers – Me too busniess – (Trapped; Today OK and Tomorrow going to fail
2. Migrators – Bettter offerings than most ( Reasonable growth; not exploiting potential
for growth )
3. Pioneers – Business offer unprecedented value

15. 3 Types of Non-customers

16. Sequence of BOS

17. Tipping point leadership
• Influence on breaking the status quo
• Getting the maximum bang out of each buck of resources
• Motivating key players to aggressively move forward with change?
• Knocking down political roadblocks

18. Tipping point leadership
knocking down political roadblocks

19. Case Study
• Southwest Airlines
• Yellow tail

20. Case study – Southwest Airlines - Strategy Canvas

21. Case study – Southwest Airlines - Strategy Canvas
• Focus – Friendly service, Speed, Frequent point to point departures
• Divergence – Meals and Business class lounge
• Tagline – The speed of plane at the price of a car – whenever you
need it

22. Case study – Yellow tail

23. Case study – Yellow tail

24. Bibliography & Courtesy
• http://www.blueoceanstrategy.com
• Blue Ocean Strategy - Book
• W. Chan Kim is Co-Director of the INSEAD Blue Ocean Strategy
Institute and The Boston Consulting Group Bruce D. Henderson
Chair Professor of Strategy and International Management at
INSEAD, France (the world’s second largest business school)
• Renée Mauborgne is The INSEAD Distinguished Fellow and a
professor of strategy at INSEAD, the world’s second largest
business school. She is also Co-Director of the INSEAD Blue Ocean
Strategy Institute.

25. Thank you