1.
Blue Ocean Strategy
&
Business model
vernieuwing
Yousri Mandour

2.
Op het snijvlak van…
Analyse Creatie

3.
Opwarmer
Wie heeft het boek gelezen?
Bent u actief in een rode oceaan?
Jaws of Blue Lagoon?
Als je mag kiezen: differentiatie
of cost leadership?

4.
Kerngedachte Blue Ocean Strategy
Door waarde-
innovatie te
realiseren, evolueren
van een bloedige
rode oceaan…
naar nieuwe onontgonnen
marktgebieden: blauwe
oceanen!

5.
Nieuwe vorm van strategievorming

6.
Nieuw recept

7.
Einde van Porter?

8.
Hoe zit het met Ansoff?

9.
Hoe de nieuwe markt aanboren?
Doorbreken van 2 conventionele denkkaders:
Focus op niet-klanten in plaats van
bestaande klanten
Zoek naar overeenkomsten in plaats van
verschillen tussen klanten

10.
Focus op 3 soorten niet-klanten
‘soon-to-be’
noncustomers
‘refusing’
noncustomers
‘unexplored’
noncustomers

11.
Red Ocean Strategy Blue Ocean Strategy
Compete in existing market space Create uncontested market space
Beat the competition Make the competition irrelevant
Differentiation or low cost Differentiation and low cost
Competitive Advantage Value Innovation
Segment existing customers Attract non-customers
Exploit existing demand Create and capture new demand

12.
Steps in Blue Ocean Strategy
Analysis Creative Adapt Checklist
starting situation process: proposition: Blue Ocean:
Strategy canvas 6 innovation 4actions Strategy
(as-is) paths framework canvas
(to-be)

13.
Strategy canvas Southwest airlines
What are difficulties when
creating a strategy canvas?

14.
Steps in Blue Ocean Strategy
Analysis Creative Adapt Checklist
starting situation process: proposition: Blue Ocean:
Strategy canvas 6 innovation 4actions Strategy
(as-is) paths framework canvas
(to-be)

15.
6 innovatiepaden

16.
Herdefinieer kopersgroep
Buyer, user, influencer
Traditional customer group
Example: Novo Nordisk
• Insulin producer
• Doctor vs. patient

17.
Kijk over marktsegmenten heen

18.
Kijk breder in de waardeketen
Schuldgevoel
Afspraak Verdoofde mond
makenKwaliteit 3 uur niet eten
Parkeren assistent kostenverwerking
wachten
Voor behandeling Na behandeling
Kiezen Dossieroverdracht?
Voor relatie Na relatie

19.
Steps in Blue Ocean Strategy
Analysis Creative Adapt Checklist
starting situation process: proposition: Blue Ocean:
Strategy canvas 6 innovation 4actions Strategy
(as-is) paths framework canvas
(to-be)

20.
Nieuw recept

21.
4-actions framework
Reduce Pushing for a
Which factors should be quantum leap in
reduced well below the buyer value
industry’s standard?
Eliminate Create
Which of the
A New Which factors
factors that the Value should be created
industry takes for Curve that the industry
granted should be has never offered?
eliminated?
Raise
Pushing for a sharp Which factors should be
drop in the raised well above the
industry’s cost industry’s standard?
structure

22.
Eliminate Raise
Star performers Unique venue
Animal shows
Aisle concession sales
Multiple show arenas
Reduce Create
Fun and humor Theme
Thrill and danger Refined environment
Multiple productions
Artistic music and dance
© ICSB Marketing en Strategie

23.
Steps in Blue Ocean Strategy
Analysis Creative Adapt Checklist
starting situation process: proposition: Blue Ocean:
Strategy canvas 6 innovation 4actions Strategy
(as-is) paths framework canvas
(to-be)

24.
Strategy canvas of [yellow tail]

25.
Lakmoes-test van uw BOS strategie
Value curve has focus
Value curve diverges
from the other players
Clear strategic profile,
compelling tagline:
“The speed of a plane at the price of a car”

26.
Get the Strategic Sequence right
Buyer utility
Is there exceptional buyer
utility in your business idea?
No  Rethink
YES
Price
Is your price easily accessible to
the mass of buyers?
No  Rethink
YES
Cost
Can you attain your cost target to
profit at your strategic price?
No  Rethink
YES
Adoption
What are the adoption hurdles in
actualizing your business idea?
Are you addressing them up No  Rethink
front?
YES
A commercially viable Blue Ocean Strategy

27.
Mutual funds supermarket SNS Fundcoach

28.
Global search for asset
management funds

29.
Circle of world leader fund managers

30.
Free mini-seminars

31.
Eliminate Raise
In-house inferior funds Education on investing and
stock trading in mini-
Costs of buying and seminars
selling funds
Extensive research on
private investment behaviour
Reduce Create
Only mutual funds, no Funds of exclusive asset
individual stocks management houses
Time span buying and
Largest assortment of
selling
mutual funds in NL

32.
Blue Ocean Strategy – executive summary
“Nieuwe” manier van strategie bedrijven
Alle oude scholen:
• Gevecht om taartpunt
• Gevecht om taartgroei
• Blue ocean: eigen unieke taart bakken
Nieuw aanbod voor niet klanten
Meerwaarde voor nieuwe klanten én bedrijf:
differentiatie én kostenleiderschap
Aan de hand van modellen, processen, spelregels

33.
Blue Ocean Strategy – waar gaat dat over?
Blue Ocean Strategy denken gaat over het definiëren
van een waarde-innovatie in nieuwe markten voor nieuwe
klanten. Een stimulerende nieuwe wereld van alternatief
strategie denken. Maar ook moeilijk en risicovol.
En het biedt geen antwoord voor het gevecht in de huidige
business. Terwijl (in tijden van crisis) juist daar alle zorgen
en aandacht liggen.
Hoe kunnen de slimme inzichten van de Blue Ocean
Strategy denkwereld, helpen om opnieuw een slag te
winnen in het gevecht om de bestaande markt?

34.
Vision & Mission Main goal & Willingness
Internal & External Analysis
Strategy Canvas
SWOT- and confrontation matrix
Issues 6 innovation paths
Creative solutions Alternative Canvas
Choose
Choose (3 characteristics, 4 actions => customer)
Business Case
Business Case
strategic rank
Execute Execute

35.
Creating a Strategy Canvas for
McDonald’s

36.
“Strategy Canvas” as a start
The Strategy Canvas is the cornerstone for
Blue Ocean Strategy:
• Provides insight in the need for change
• Sharpens the key elements of the new strategy
Your assignment: Create an (as-is) Strategy
Canvas for McDonald’s

37.
Strategy Canvas assignment
1. Formulate field of competition – 3 to 4 competitors
/ alternatives
2. Formulate competitive factors from the customers’
point of view
3. Score each player on the defined competitive
factors (based on case information and own
estimation)
4. Write down hurdles that you encounter during the
process of making the strategy canvas!
5. Each team prepares a presentation of max 10
minutes for tomorrow morning

38.
Searching for blue oceans

39.
Assignment
Searching for blue oceans for McDonald’s
Reconstruct market boundaries via 4 of the 6
paths
Foundation of the ‘to-be’ Strategy Canvas

40.
6 conventional boundaries of competition

41.
1. Look across alternative industries
Substitute versus alternative
Which customers looks beyond the border?
• Key factors
• Art of elimination
Example: NetJets
• Business class versus Companyjet
• Focus on costs and demand

42.
2. Look across the chain of buyers
Buyer, user, influencer
Traditional customer group
Example: Novo Nordisk
• Insulin producer
• Doctor vs. patient

43.
3. Look across complementary
product and service offerings
Disclose added value of product context
• What happens before, after and during the use
of your service?
• Imperfections during the total product experience
Example:
• Cinema  a night out
• Pain point: What to do with the kids?
• Additional service: day nursery

44.
Going to the dentist
Feeling
guilty Making Numb mouth
appointment Waiting Unable to eat properly
Parking Payment
Before treatment After treatment
> Choosing > Dossier transfer
Before relationship After relationship
© ICSB Marketing en Strategie

45.
4. Look across time (external trends)
Relevant trends
McDonald’s:
• Growing
awareness for
healthy nutrition &
living.
• Increasing number
of elderly people
in USA / Europe

46.
Assignment in 4 teams
Team 1 Team 2
Alternative industries Chain of buyers
Team 3 Team 4
Complementary Time (external trends)
product and service
offerings
Explore possible paths and
develop ideas for blue oceans

47.
Contact
ICSB Marketing en Strategie
Barbizonlaan 76
2908 ME Capelle a/d IJssel
T: 010 452 86 02
I: www.icsb.nl
E: yousri.mandour@icsb.nl