Strategy Canvas: Southwest Airlines High Southwest Airlines Average Airlines Car Transport Low Seating class choice Hub connectivity Friendly Service Speed Frequent Pint-to-point departure Price Meals Lounges Strategy CanvasUS Wine Industry in the late 1990s High Premium Wines Budget Wines Low Above-the-line marketing Vineyard prestige Wine range Price Use of enological terminology and distinctions in wine communication Aging quality Wine complexityįour Actions Framework REDUCE Which factors should be reduced well below the industry’s standards? A New Value Curve CREATE Which factors should be created that the industry has never offered? ELIMINATE Which of the factors that the industry take for granted should be eliminated? RAISE Which factors should be raised well above the industry’s standard?Įliminate-Reduce-Raise-Create Grid Case Study: Yellow Tail Eliminate Enological Terminology Aging qualities Above-the-line Marketing Raise Price versus budget wines Retail stores involvement Reduce Wine complexity Wine range Vineyard prestige Create Easy drinking Ease of selection Fun and adventureĪ New Value Curve –Strategy Canvas of Yellow Tail High Premium Wines CREATE Budget Wines RAISE REDUCE ELIMINATE Low Above-the-line marketing Vineyard prestige Wine range Ease of selection Price Fun and adventure Use of enological terminology and distinctions in wine communication Aging quality Wine complexity Easy drinking Three Characteristics of a Good Strategy.Focus on the big picture, not the numbers.Blue Ocean Strategy Red Ocean Strategy Blue Ocean Strategy Compete in existing market space Create uncontested market space Beat the competition Make the competition irrelevant Exploit existing demand Create and capture untapped demand Make the value-cost trade-off Break the value-cost trade-off Align the whole system of a firm’s activities with its strategic choices of differentiation or low cost Align the whole system of a firm’s activities in pursuit of differentiation and low cost Focuses on adapting to external trends as they occur Participates in shaping external trends over time Value Innovation:The Cornerstone of BOS Costs Value Innovation Buyer Value The Simultaneous Pursuit of Differentiation and Low Cost Value Innovation: The Cornerstone of BOS.From Company and Industry to Strategic Move.The Impact and Imperative of Crating Blue Oceans. The Continuing Creation of Blue Oceans.Chan Kim and Renee Maubourgne Edited by Chitchai P.
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