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  • Topic: Cirque du Soleil, Blue Ocean Strategy, Trigraph
  • Pages : 12 (1310 words )
  • Download(s) : 107
  • Published : March 27, 2013
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BLUE OCEAN STRATEGY
Authors: W. Chan Kim – Renee Mauborgne

How to Create Uncontested Market Space and Make the Competition Irrelevant

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I. THE STRATEGY

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New Market Space
known market space

RED OCEAN Represent all the industries in existence today BLUE OCEAN Denote all the industries not in existence today space Circus Industry Traditional Circus: • Target Market : Children • Dependent to : Star performance, animal shows • High fun & humor • High Thrills & dangers

unknown market

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

High Cost, Low Price

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The Cornerstone of Blue Ocean Strategy

• Value innovation is created in the region where a company’s actions favorably affect both its cost structure and its value proportion to buyers • Cost savings are made by eliminating and reducing the factors an industry competes on • Buyer values is lifted by raising & creating elements the industry has never offered • Over time, costs are reduced further as scale economies kick in due to the high sales volumes that superior value generates

The Simultaneous Pursuit of Differentiation and Low Cost

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Red Ocean vs Blue Ocean

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The Six Principles of Blue Ocean Strategy

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Four Actions Framework

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The Case of Cirque du Soleil
Raise Unique venue

Eliminate Star Performers Animal Shows Aisle concession sales Multiple show arenas Reduce Fun and humor Thrill and danger

Create Theme Refined environment Multiple productions Artistic music and dance

The Strategy Canvas of Cirque du Soleil

High

Low
ho w s co nc M es ul sio tip ns le sh ow ar en as Fu na & hu m or Th r il l& da ng er Un iq ue ve nu e e wa tc hi M ng ul tip en le vi pr Ar od t is uc t ic t io m ns us ic & da nc e Pr ice an ce rm Pe r fo An im al s Th em

St ar

sle

Ringling Bros

Smaller Reg Circuses

Re fin ed

Ai

Cirque du Soleil

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II. FORMULATING BLUE OCEAN STRATEGY

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Six Path to Blue Ocean Strategy

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Net Jets Case Study 1: 16 Ownership Aircraft

The Strategy Canvas of NetJets

Price

Need for customers to manage aircraft

Deadhead costs

Speed of travel Ease of travel time

Flexibility & reability

in-flight service

Private Jet

Commercial Airlines

NetJets

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Curves Case Study

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Collective Exercise method
The Strategy Canvas of Curves

Co nv en ie nc e
Curves

ng

en itie W s or ko ut eq ui pm en t W or ko ut t im e

No nt hr ea te ni

In st ru

M ot iv

Am

&

cip l in e

Traditional Health Club

Home Exercise

W om an ly

Di s

fu n

at m

os ph er e

Pr ice

ct or s

at io

n

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Novo Nordisk Case Study

Insulin Producer

Focus on Doctors

Diabetes Care Company By producing NovoPen

Direct to Patients

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NABI Case Study Fiberglass BUS
The Strategy Canvas of NABI

Initial Price

Corrotion

Maintanance Cost

Fuel Consumpsion

Environment Friendly NABI

Aesthetic design

Customer friendly

Ordinary Transit Bus

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QB House Case Study Speedy Barbershop
The Strategy...
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