Blue Ocean Strategy

Topics: Blue Ocean Strategy, The Tipping Point, Innovation Pages: 6 (1658 words) Published: August 31, 2009
The impact of Blue Ocean Strategy

In the earlier work (See Blue Ocean Strategy: how to create uncontested market , 2005) it has been argued two types of strategies: blue ocean strategy and red ocean strategy. Red ocean strategists compete to win market share in traditional mature markets and pursue either a differentiation or cost leader strategy. On the other hand, Blue ocean strategists, create new environments, redefine products or services or the nature of competition, make competition irrelevant, and pursue a strategy of differentiation and low cost. This essay puts an extend view: the applications of Blue Ocean strategy in real cases, and what is key advantage of blue ocean strategy?

From the researcher‘s point of view, the biggest benefit from the book is how to use the Blue Ocean strategy to analyze real case, in other words, how to control the process of 1.Select Blue Ocean; 2. Make strategy canvas; 3. Key actions.

With the implementation of the policy of openness and reform, a great number of modem facilities and technologies were introduced into China. The situation indicated that the potential English teaching market was very huge. On the other hand, many of the schools purporting to teach English are less than good. They hire people who are not qualified to teach, and pay them poorly, while charging students big bucks. There are frequent articles in English language Chinese papers pointing out the inadequacies of the teachers.

Fortunately the researcher had a chance to take part in one consultant group for a Chinese project; the project named Wisdom online focus on the E-learning of English teaching in China. In this project the researcher use Blue Ocean strategy to analyze the situation of Wisdom online project.

Unlike traditional methods, which are based on primarily on memorization, Wisdom Online ‘s intelligence Method emphasizes learning in a dynamic environment, which includes group activities, role-playing, skits as well as books and games. Wisdom Online's Method of teaching English to young students is based on the "Communicative Method". The mission of Wisdom Online Pilot program is to use advanced online education software to delivery best teaching result at low cost. Apparently the Wisdom Online program is using a Blue Ocean Strategy.

The researcher created a table1.1 to establish the difference between classroom English teaching and E-learning by Wisdom Online project. It makes sense that these differences are just like the deferent strategy between Red and Blue Ocean. English Learning in China: Classroom teaching versus Wisdom Online

|Classroom: Students Taught in Schools , Where: |E-learning by Wisdom Online project: Students Will Learn in | | |Global Learning Ecologies That: | |Learning depends on local context |Reduce constraints of local context | |Region (coastal, inland) |Less need for travel | |School district (policies, teachers) |Less dependence on trainer/classroom | |Facilities, equipment, software |Accessible via web/mobile devices | |Family/personal (priorities, schedule) |Fewer interruptions to life and work | |Methods may be one-dimensional |Open many domains of learning by a robust, experiential approach| |Language skills as main focus (e.g. grammar, reading, speaking) |Enjoying whole texts, talks, and relationships (Affective) | |Limited variety in material |Using language for authentic purposes and feelings | |Limited contact with native speakers...

References: Clayton Christenson, ‘The Innovator 's Dilemma: The Revolutionary Book that Will Change the Way You Do Business’, Harvard Business Press, January, 2003
Michael Porter, ‘Competitive Strategy’, June 1, 1998
Malcolm Gladwell, ‘The Tipping Point: How Little Things Can Make a Big Difference’, Wheeler Pub, 2003
W.Chan kim and Renee Mauborgne, ‘Blue Ocean Strategy: how to create uncontested market ’, Harvard Business Press, 2005
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