Asked by : drypen ~ helping you along, Founder, www.drypen.in
Activity: Question posted: 06 20 2008 04:25:12 +0000, 6 answers, 14317 views, last activity 12 02 2012 05:13:48 +0000
Can you give my examples of Companies which work on Blue Ocean Strategy?
Dear one of the best example of company who is using and following the Blue ocean strategy is Air asia , an airliner from Malaysia
Air Asia have managed to avoid the red ocean (compete with Malaysia Airline and regional airline such as Tiger Air, Jet Air etc) by looking into the factors that industry take for granted and also factors that important to customers. With the Four Actions Framework proposed by Blue Ocean Strategy authors, Air Asia have implemented many strategic move to ensure they are making Malaysia Airline and regional airline company irrelevant.
LG Electronics has just announced the launch of its ‘Blue Ocean’ management campaign, and it planned to double its sales volume, profit and shareholder benefit by 2010, with 30% of its sales volume and 50% of its profit being derived through ‘Blue Ocean’ products.
Besides corporations from the East, namely LG and Nintendo, American companies, too, have successfully plunged into the blue oceans and navigated soundly. They include Research in Motion (BlackBerry), Southwest Airlines, Apple, and Google.
Doing justice to your question, would like to state that HCL Technologies is one company which works on Blue Ocean Strategy. Leveraging on this strategy, HCL has got place in Harvard Business School as a case study. HCL is one company which was the first to give out its concept of "Employee First". For HCL Employee comes first and Customer SEcond. This concept was given by Vineet Nayar, CEO HCL Technologies and now many companies are following it. It was the first company to give importance to its employees and believed that one happy employee adds value to the organisation. Also HCL doesnt believe in Volume Centricity. The core concept is to make space for itself in niche market rather than grabbing its share in exhausted red ocean.
The following is obtained from Wikipedia on Blue Ocean Strategy book.
Some examples of companies that may have created new market spaces in the opinion of Kim and Mauborgne include ;
- Cirque du Soleil: Blending of opera and ballet with circus format while eliminating star performer and animals;
- Netjets: fractional jet ownership;
- Southwest Airlines: offering flexibility of bus travel at the speed of air travel using secondary airports;
- Curves: redefining market boundaries between health clubs and home exercise programs for women, and;
- Home Depot: offering the prices and range of lumberyard, while offering consumers classes to help them with DIY projects.
- Dyson: Vacuum Cleaners
Recent Application Examples
Reports of businesses using Blue Ocean Strategy concepts include:
- Nintendo's Wii: An example of this strategy is the success of the Nintendo Wii and DS, which Nintendo designed to target audiences not traditionally known to play videogames. By simplifying its interface (through a touchscreen on the DS and motion controls on the Wii) and by marketing software which is designed to complement daily life rather than create escapist experiences (games such as Wii Sports, Wii Fit, and Brain Training), Nintendo has managed to spark greater mainstream appeal than any previous consoles; news stories have detailed its appeal to those who have never played video games before. In addition both the Wii and the DS have faced supply issues throughout their lifetimes, forcing Nintendo to have to ramp up production rates repeatedly to try and keep up with demand for its systems.
- China Mobile: China Mobile CEO Wang Jianzhou talked about China's hinterland as a classic "blue-ocean market," where the company is casting its net widely without worrying about getting tangled up with the nets of rivals.
- Pitney Bowes: Michael Critelli, the departing CEO of Pitney Bowes, explained how Pitney Bowes created the Advanced Concept & Technology Group (ACTG), a unit responsible for identifying and developing new products outside. Critelli cited ACTG's development of a machine, which enables people to design and print their own postage from their desktops, as an example of a blue ocean strategic move.
- Starwood: One group which has been exploring blue ocean thinking for the past three years is Starwood Hotels and Resorts. In an interview to INSEAD Knowledge, Robyn Pratt, Vice President, Six Sigma and Operational Innovation talks about how they are taking a step-by-step approach to implementing the concept. 
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