If you are new to blue ocean strategy, watch this brief video introducing you to the basic concepts. Introduction to BlueOcean Strategy derek hendrikz 2. A blue ocean is a strategy where the boundaries of existing markets are redefined, and new uncontested markets are created. First Introduction to Blue Ocean Strategy. They uncovered a systematic process of achieving growth that works whether you are a cash-strapped startup, non-profit, small business, or a large, established company. Pour cela les pistes à suivre sont les suivantes : faire rencontrer des clients mécontents et/ou rendre le salarié utilisateur de l’offre actuelle pour prouver que l’offre actuelle est non satisfaisante, obtenir le concours du cicérone de chaque équipe... Valoriser le personnel est le maitre mot à suivre. The value curve then provides a graphic depiction of a company’s relative performance across its industry’s factors of competition. Business Model Innovator. En répondant aux besoins des non-clients, une nouvelle courbe très différente sur certains critères se profilera. Pour mettre en place les changements attendus, les auteurs proposent un « management par le point de bascule ». The blue ocean approach is based upon the concept of value innovation which was also introduced by the authors of the Blue Ocean Strategy, Kim and Mauborgene. Réorienter sa stratégie représente un coût et un investissement humain quelque fois non concevables. Cela passe par le « séquencement stratégique » qui vise à conjuguer l’utilité, le prix stratégique puis la maitrise des coûts afin de créer « l’innovation-valeur ». Visual Strategy Fair — review results and create new alternative strategy canvases for group feedback, discussion, observation and then build the future strategy. A blue ocean is created when a company achieves value innovation that creates value simultaneously for both the buyer and the company. To increase accountability and motivation, leadership should utilize the concepts of kingpins, fishbowl management, and atomization. Difficulté d’abandonner une caractéristique peu valorisante. Determine the three tiers of potential customers and develop strategies to generate mass appeal. Blue Ocean Strategy - Summary and Examples 1. Getting the right strategic sequence – Evaluate the strategy against four criteria. Value innovation is a strategic move that allows a market player to create a blue ocean and help companies make giant leap in the value provided to customer through the simultaneous pursuit of differentiation and low cost. La stratégie Océan Bleu pense possible et indispensable de poursuivre de front la réduction des coûts et l’augmentation de la valeur. The horizontal axis captures the range of factors the industry competes on and invests in. Faire adopter une stratégie Océan Bleu peut être un défi difficile. En général dans un marché hyper-concurrencé d’Océan Rouge, les concurrents ont un profil stratégique similaire. Blue Ocean ou stratégie Océan Bleu est la stratégie de l’Innovation-valeur. At its core, there is value innovation, for which uncontested markets are created, where competition is made irrelevant. Third Tier — waters of the Blue Ocean where there is no competition, identify future possibilities. Les auteurs avertissent rapidement que suivre une stratégie Océan Bleu n’implique pas de prendre des risques mais plutôt de les réduire. It is about creating and capturing uncontested market space, thereby making the competition irrelevant. In Red oceans, competition is severe; existing players try to outperform their rivals by using a “zero-sum game”; the market place is defined and exploited by all players; industry boundaries are defined and accepted by all players. Blue ocean strategy was coined by professors W. Chan Kim and Renee Mauborgne in their book “Blue Ocean Strategy: How to Create Uncontested Market Space and the Make Competition Irrelevant” (2005). The strategy canvas is both a diagnostic and an action framework for building a compelling blue ocean strategy. Une stratégie consiste donc en une suite d’actions cohérentes intervenant selon une logique séquentielle pour réaliser ou pour atteindre un ou des objectifs. By clicking on the link below, you can download the file, save it to your computer and use it to introduce Blue Ocean Strategy … Il génère un sentiment de reconnaissance et donc une motivation et implication forte pour réussir la stratégie du changement. Blue Ocean Strategy Presentation Here you will find a presentation containing an overview of the main concepts of Blue Ocean Strategy. D’origine militaire, le concept de stratégie est utilisé depuis dans de nombreux autres domaines : jeux, sport et entreprise notamment. Une des plus connues est l’approche de Michael Porter, portée sur l’avantage concurrentiel qu’une entreprise doit obtenir vis-à-vis de sa concurrence. Il va permettre de réaliser un diagnostic puis orienter les actions à mener. Brief comparison between Why do customers trade across them? First, in a Blue Ocean Strategy you essentially make the competition irrelevant by breaking out of the red ocean and creating new demand in uncontested market space. The objective of blue ocean strategy is to make competition irrelevant by creating a new value curve for both customers and the company itself. First published in 2005, it was updated and expanded with fresh content in 2015. Blue ocean strategy was coined by professors W. Chan Kim and Renee Mauborgne in their book “Blue... Blue Ocean Strategy Concepts. Blue Ocean ou stratégie Océan Bleu est la stratégie de l’Innovation-valeur. Les premières théorisations de la stratégie d’entreprise apparaissent dans les années 50 (Havard Business School). Nintendo has found a new console game that Microsoft and Sony, its two main competitors, in the console game market. A path-breaking strategy known as Blue Ocean Strategy is a pacifist marketing scheme and is considered a strategic planning tool for assessing a business. Trouver la raison qui les pousse à choisir un autre marché pour une même satisfaction de besoin et y répondre. Many of us would like to lose some weight. If that is one of our objectives, we achieve weight reduction by eating less and/or by shedding calories through exercise. Blue ocean strategy is a way to make the competition irrelevant by creating a leap in value for both the company and its customers. Instead of competing in existing industries, Blue Ocean Strategy equips companies with frameworks and analytic tools to create their own Blue Ocean of uncontested market space. By being able to understand the importance of the blue ocean strategy, I can then identify a product or service … Blue Ocean Strategy is a way to (...) Techniques for Entrepreneurial Thinking. Dans les Océans Rouges, la différentiation n’engendre pas un surcroit de valeur pour une des deux parties. This site uses Akismet to reduce spam. Awakening : As-Is Strategy … Après avoir examiné des centaines d’entreprises pendant 15 ans, ils ont identifié ce qu’ils appellent la « Stratégie Océan Bleu ». It introduces the concepts of ‘blue oceans’, which are undeveloped markets ripe for exploitation, and ‘red oceans’, … Lorsque l’entreprise s’est accaparée la quasi intégralité d’un nouveau marché, quel intérêt à aller capturer le peu de demande restante ? Your email address will not be published. Share; Like... Mohamad Khawaja, Strategist. This allows you to understand where the competition is currently investing, the factors the industry currently competes on in products, service, and delivery, and what customers receive from the existing competitive offerings on the market. Visual Awakening – compare the current strategy using the strategy canvas tool. BLUE OCEAN STRATEGY VS RED OCEAN STRATEGY 3. Voici une liste d’éléments susceptibles de freiner leur arrivée dans l’Océan Bleu créé par une entreprise : Pourtant, il est envisageable de voir arriver cette concurrence. And the cost- … Ceux qui n’ont jamais été ciblés par le secteur car a priori ils appartiennent à un autre marché. The authors identify the following six principles necessary for Blue Ocean strategy formulation and execution: 1. Bien sûr des imitateurs seraient intéressés par la valeur entreprise apportée par cette stratégie. The theory sounds exciting and selects a research topic to understand its possible way of integration in the current business process. Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. After creating a blue ocean, companies should create compelling execution strategy to align prices and costs to create true value to buyers. The Blue Ocean Strategy is a concept which aims to distance a business from the competition and guarantee better performance. Trouver la raison qui les détourne de l’offre du secteur et y répondre. Alternative industries — What are the alternative industries to the current industry? Blue Ocean strategy can help companies to find new market in which they can capture more customers while improving cost structure. L’entreprise va maintenant utiliser la grille des quatre actions. The most recent company that has applied blue ocean strategy is Nintendo. Identifier le groupe de salariés susceptible d’être partisan au changement pour l’amener à être un élément coopérateur, fédérateur et porteur du projet. Introduction The Blue Ocean Strategy was first coined by Renee Mauborgne and W.Chain Kim in their book dubbed "Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant." Required fields are marked *. Blue Ocean Strategy is the bestselling book which created a worldwide revolution in business strategy. Since, the industries are in a state of non- existence, there is absolutely no relevance of peer comparison. Visual Communication – incorporate and distribute the old and new strategy canvas to the employees and only approve projects and initiatives that will implement the new strategy canvas. WhatsApp Introduction: Before entering Blue round 3, the biggest problem faced by the product that it was priced too high for the audiences it was supposed to be targeting. This theory is called: “Blue Ocean Strategy”. It has sold over 4 MILLION copies and is being translated in a record-breaking 46 LANGUAGES. Introduction to Blue Ocean Strategy The term “Blue Ocean” stems from the idea that there are opportunities in each industry to move from the ultra competitive battles around price and features (red ocean) into a new market reality where your typical competitors are either non-existent or irrelevant. It answers the four key questions: The four actions framework pushes companies not only to ask all four questions in the four actions framework but also to act on all four to create a new value curve. La stratégie Océan Bleu vise à relancer une activité d’un marché jugé saturé et hyper concurrentiel, aux perspectives de croissance limitées. La stratégie Océan Bleu est donc dynamique, elle ne peut être statique. Lors du diagnostic, l’entreprise positionne la performance de l’ensemble de la concurrence pour chacune des caractéristiques. This strategy gives a new approach to the formation of new business strategies for all businesses. Afin d’en sortir, il ne faut pas proposer une solution meilleure à celle existante, ce qui reviendrait à segmenter son offre pour une partie du marché et augmenter ses coûts. 6. Furthermore, the aim of adopting this strategy is to search for a business in which very few firms operate and where there is no pricing pressure. Overcome key organizational hurdles — Spread the message and communicate to employees to help them understand the change in strategy and organization. Ce modèle des stratégies génériques propose trois options distinctes : la domination par les coûts (offre de même valeur que celle des concurrents mais à un prix inférieur grâce à une réduction des coûts obtenue par une forte productivité), la concentration (offre ciblée à un segment du marché existant) et la différenciation (proposer une offre ayant des caractéristiques différentes de celle de la concurrence). 20 August 2019. Strategic groups within industries — Look across strategic groups within the industry, Buyer Group — Redefine the buyer group for the industry, Scope of Products and Offerings — Look across complementary products and services that go beyond the boundary of the organization, Functional-emotional Orientation of the industry — Rethink the fundamental orientation of the industry. Sa définition d’après le dictionnaire Larousse est : « L’Art de combiner l’action de forces militaires en vue d’atteindre un but de guerre déterminé par le pouvoir politique ». Challenging the … Therefore, competition is irrelevant; market potential is vast and has never been exploited by existing players. Les brevets, les coûts à l’innovation restent des barrières classiques à l’imitation. Adoption — Identify adoption hurdles and address the adoption hurdles. Blue ocean strategy is to defined, in red oceans, existing industries and businesses, an unknown market space that has never been tapped by any player in the current industry. Les rencontrer et les rassurer que le changement d’orientation ne leur sera pas préjudiciable. Reconstructing market boundaries – by analyzing six paths: 2. It is all about devising and acquiring the uncontested market forum by spawning a new demand.