The phrase “blue ocean strategy” describes a market strategy that differs from the conventional approach of entering an established market and attempting to compete with existing players. INSEAD is a prestigious graduate business school in Fontainebleau, France.INSEAD also has campuses in Singapore and Abu Dhabi. Strategic groups within Industries are group of organizations within an industry that pursue a similar strategy. The most famous recent example is the little blue pill – Viagra. Pfizer created a blue ocean by shiftingthe focus of the pharmaceutical industry’slargely functional orientation — frommedical treatment to lifestyleenhancement, an emotional orientation. Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant Facilitators : Yip Khai Biau (ymike27@hotmail.com) & Lieu Yoke Sun Group/Presentation Title Agilent Restricted Date ##, 200X #BlueOceanShift and #BlueOceanStrategy are worldwide business strategy bestsellers, helping you to move beyond competing and start creating your #blueocean. Whereas conventional strategic approaches drive companies to define their industry similarly and focus on being the best within it, blue ocean strategy prompts them to break out of the accepted Blue Ocean Strategy was initially created in 2005 by W. Chan Kim and Renée Mauborgne of … Viagra. Thus Yakult has created a blue ocean for itself across industries. Blue Ocean strategy is a framework which inspires to create a market for an innovative product or market where there is a less competition. Blue Ocean Strategy in nutshell ... Aviation Industry Casella (Yellow tail) : Wine Industry Case study of Novo Nordisk : Pharma 15/01/14 Dept. OCEAN- is known as the MARKET UNIVERSE.RED OCEAN- are all the industries in existence today - the known market space.- industry boundaries are defined and accepted, and the competitive rules of the game are known.BLUE OCEAN- uncontested market space for an unknown industry orinnovation- … Examples of Blue Ocean Strategy. There are several examples of the blue ocean strategy all over the world that have been accepted by many industries to get benefits such as Canon, iTunes, Cemex, Philips, Netjets, Curves, JCDecaux, Quicken, Polo Ralph Lauren, and so on. The Blue Ocean Strategy is the art and science of making the competition irrelevant by creating uncontested market spaces. It aims to make the competition irrelevant by reconstructing industry boundaries. NovoPen and … With the launch of iTunes, Apple unlocked a blue ocean of new market space in digital music that it has now dominated for more than a decade. Strategic groups within Industries are group of organizations within an industry that pursue a similar strategy. Insulin is used by diabetics to regulate the level of sugar in their blood. Here are a couple of examples of companies who’ve successfully implemented the blue ocean strategy to grow their business: Cirque du Soleil . NovoPen and the later delivery systems swept over the insulin market. Fleming’s discovery of penicillin is an obvious example. 13. Which is not to say pharma hasn’t had its blue ocean moments. The linchpin of any Blue Ocean strategy is strong product differentiation. Blue ocean strategy doesn’t aim to out-perform the competition. In 1893, Thomas Edison invented the Kinetoscope, allowing a peepshow a … They were also INSEAD professors. Seeing is believing. Understanding this dynamic is what led Target to revamp its product strategy and move into a less crowded market. Novo itself had already created insulin that was a chemically exact copy of human insulin. The phrase “blue ocean strategy” describes a market strategy that differs from the conventional approach of entering an established market and attempting to compete with existing players. - Cirque Du Soliel created uncontested new market spacethat made the competition irrelevant.- It is a new day and we are back with a new topic of discussion exclusively for you all! There are several examples of the blue ocean strategy all over the world that have been accepted by many industries to get benefits such as Canon, iTunes, Cemex, Philips, Netjets, Curves, JCDecaux, Quicken, Polo Ralph Lauren, and so on. ... Ahmad Sobhy, Country Value Team Leader (CVTL) – Immunology at Janssen, Pharmaceutical Companies of Johnson and Johnson at ... Blue Ocean Strategy - Summary and Examples Khai Biau Yip. Blue Ocean Strategy was first published in 2005. Authors believe that the red ocean stands for a market that is overwhelmed with competitors, and the blue ocean represents an unknown market without rivals. ... Ahmad Sobhy, Country Value Team Leader (CVTL) – Immunology at Janssen, Pharmaceutical Companies of Johnson and Johnson at ... Blue Ocean Strategy - Summary and Examples Khai Biau Yip. Applying Blue Ocean in Pharma Strategy at Heinz blog,Singapore The US pharmaceutical industry is dominated by multi-national conglomerates, is experiencing stagnating growth and demand in the domestic market and is facing a challenging regulatory environment. Apple observed the flood of illegal music file sharing that began in the late 1990s, enabled by file sharing programs such as Napster, Kazaa, and LimeWire. Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. This idea of strategy is the core of Chan Kim & Renée Mauborgne’s Blue Ocean Strategy (2005). With the increasing popularity of the Internet, Netflix has become a streaming service with a wide choice of films and TV series Later they launched their shows and movies available only on their platform. ... From Red to Blue. Website. Understanding Blue Ocean Strategy with Examples, Pros, Cons & More: Hello readers! Blue Ocean Strategy - Summary and Examples 1. To dominate the blue ocean it had unlocked, Novo Nordisk followed up by introducing NovoLet, a pre-filled disposable insulin injection pen with a dosing system that provided users with even greater convenience and ease of use. However, both health drinks producers & pharma brands don’t consider Yakult as their competition. It shifted its focus from the pharmaceutical industry’s largely functional orientation – medical … This is a key principle of blue ocean strategy which sees low … Blue Ocean Strategy Example 2: Movie Theater Industry Before movies, a major form of visual entertainment was through live theater or operas. Blue Ocean Strategy Examples: iTunes. However, this discussion will also include the more recently expanded 2015 edition. The issue was that innovations in purification technology had improved dramatically by the early 1980s. Developed to treat pulmonary artery hypertension, for which it didn’t work particularly well, doctors noticed a most interesting side effect. The terms blue and red oceans were introduced by W. Chan Kim and Renée Mauborgne in their book Blue Ocean Strategy. Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant Facilitators : Yip Khai Biau (ymike27@hotmail.com) & Lieu Yoke Sun Group/Presentation Title Agilent Restricted Date ##, 200X The importance of doctors in affecting the insulin purchasing decision of diabetics made doctors the target buyer group of the industry. 3 Examples Of Blue Ocean Strategy. Hey guys, I am back with yet another unique & interesting marketing concept: "Blue Ocean Strategy". See examples of strategic moves that enabled organizations to successfully break out of red oceans and create blue oceans of uncontested market space. It asserts that for businesses to win in the future, they must stop competing. Blue Oceans, in contrast, denote all the industries not in existence today: the unknown market space, untainted by competition. iTunes solved the problem of recording industries when it started the business. ... From Red to Blue. Blue Ocean Strategy was initially created in 2005 by W. Chan Kim and Renée Mauborgne of … Blue Ocean Strategy Sreekanth Jayanti. Using the framework for building a compelling blue ocean strategy, we will apply the Blue Ocean Strategy Canvas to healthcare across three areas: Where the competition is investing. The Novo Nordisk case study illustrates how market boundaries can be reconstructed by looking across the chain of buyers, path three in blue ocean strategy’s six paths framework. 0 Comments. Blue Ocean Strategy in Pharma. However, both health drinks producers & pharma brands don’t consider Yakult as their competition. Select from the icons below to learn more. With the creation of Viagra, Pfizer created a blue ocean in lifestyle drugs by going beyond the boundaries of the pharmaceutical industry at the time. When we hear the word “ocean,” various adjectives come to mind, like “vast,” “open,” and “boundless.” Such terms apply to a specific strategy in the market. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. And it later brought out the Innovo, an integrated electronic memory and cartridge based delivery system. Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. Blue Ocean Strategy - Summary and Examples 1. They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making the competition irrelevant. Path 2: Look across strategic groups. The Nintendo Wii launched in 2006 and at its heart is the concept of value innovation. Of Hospital Administration 17 ... Blue Ocean Strategy - Summary and Examples Khai Biau Yip. The terms blue and red oceans were introduced by W. Chan Kim and Renée Mauborgne in their book Blue Ocean Strategy. Sales of insulin in pre-filled devices or pens now account for the dominant share in Europe, Asia and Scandinavia, where patients are advised to take frequent injections of insulin every day. Blue Ocean Strategy. Traditional circus performances were lighthearted affairs targeted toward children, whereas Cirque … Blue Ocean Strategy is all about devising and acquiring the uncontested market forum by spawning a new demand. Path 2: Look across strategic groups. Historically, the insulin industry, like most of the pharmaceutical industry, focused its attention on the key influencers: doctors. Accordingly, the industry geared its attention and efforts to produce purer insulin in response to doctors’ quest for better medication. By looking across buyer groups, it gained new insights into how to unlock a leap in value for a previously overlooked set of buyers. Examples of Blue Ocean Strategies Netflix The first company that used the blue ocean strategy a popular subscription-based streaming service. Blue ocean strategy 1. If you have not read the first article in this series click here to go to the first article titled "Blue Ocean Strategy Summary" Join Our Corporate Group. Figure 1: Red Ocean Strategy versus Blue Ocean Strategy. The research of W. Chan Kim and Renée Mauborgne focused on discovering the common factors that lead to the creation of blue oceans and the key differences that separate those winners from the mere survivors and those adrift in the red ocean.The database and research have continued to expand and grow over the last ten years since the first edition of the book was published and the strategic moves we studied depict similar patterns, whether blue oceans were created in for-profit industries, non-profit organizations, or the public sector. Go where profits and growth are – and where the competition isn’t. Novo Nordisk, however, saw that it could break away from the competition and create a blue ocean by shifting the industry’s longstanding focus on doctors to the users – patients themselves. Today, almost thirty years since its initial blue ocean strategic move, Novo Nordisk remains the global leader in diabetes care, with some 70 percent of its total turnover coming from this offering, which originated largely in the company’s thinking in terms of users rather than influencers. 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. Novo Nordisk’s blue ocean strategy shifted the industry landscape and transformed the company from an insulin producer to a diabetes care company. Defining Blue Ocean Strategy: Red Ocean Versus Blue Ocean. Here are a few examples of blue ocean strategic moves from a variety of different industries and sectors. Hedgetrade March 7, 2021. The authors were co-directors of the INSEAD Blue Ocean Strategy Institute. We use cookies to ensure you get the best experience on our website and continuing implies your consent -. Pfizer’s wildly successful blue ocean strategic move that launched Viagra challenged the functional-emotional orientation of the pharmaceutical industry. As long as the purity of insulin was the major parameter upon which companies competed, little progress could be made further in that direction and competitive convergence was rapidly occurring. Blue Ocean Strategy Sreekanth Jayanti. With over 4 million copies sold, it is one of the most popular strategy texts today. Burke, A., van Stel, A. and Thurik, R. Blue Ocean versus Competitive Strategy: Theory and Evidence 2009. This bibliography was generated on Cite This For Me on Wednesday, April 19, 2017. The strategy is specifically a marketing theory and thus, a marketing strategy. Novo Nordisk, the Danish insulin producer, created a blue ocean in the insulin industry by challenging the industry’s conventional wisdom about which buyer group to target. Creating blue oceans. Established examples that used #blueoceanstrategy to?become household names include Apple, Cirque du Soleil, LegalZoom, AirBNB, Uber, WeWork and Amazon. Blue Ocean Strategy in nutshell ... Aviation Industry Casella (Yellow tail) : Wine Industry Case study of Novo Nordisk : Pharma 15/01/14 Dept. The circus industry is … Examples of Blue Ocean Strategy. Blue Ocean Strategic Moves. The concept of the blue ocean strategy was set out in a book of the same name, by W. Chan Kim and Renee Mauborgne in 2005. This strategy works well for taking aim at mature or declining industries, companies or products and is at the heart of what investors seek to fund, along with excellence in execution. Since the industries are in a state of … Novo Nordisk’s blue ocean strategy shifted the industry landscape and transformed the company from an insulin producer to a diabetes care company. Thus Yakult has created a blue ocean for itself across industries. Almost all of us have been to beaches for a weekend getaway or long vacations! We use cookies to ensure you get the best experience on our website and continuing implies your consent -, blue ocean strategy’s six paths framework. Select from the icons below to learn more. The letters INSEAD stand for Institut Européen d’Administration des Affaires, which translates into English as the European Institute of Business Administration. Patients could take the pen with them and inject insulin with ease and convenience without the complexity and social embarrassment of syringes and needles. The concept of the blue ocean strategy was set out in a book of the same name, by W. Chan Kim and Renee Mauborgne in 2005. The authors of Blue Ocean Strategy evaluated 108 companies and found that 86 were product line extensions that accounted for 62 percent of total revenues and 39 percent of total profits. The first example of blue ocean strategy comes from computer games giant, Nintendo, in the form of the Nintendo Wii. What is Blue Ocean Strategy? Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. Slides about blue ocean strategy. These are the sources and citations used to research blue ocean strategy. This led Novo Nordisk to the blue ocean opportunity of NovoPen, the first user-friendly insulin delivery solution that was designed to remove the hassle and embarrassment of administering insulin. Background Red ocean = strong competition Blue Ocean Strategy (BOS) aims to create a new market space, by challenging the conventional assumptions about how to compete (business innovation) 14% 38% 39% 62% 61% 86%Sales New products Sales Profits * According to survey of 108 large firms in USA 2 Here are a few examples of blue ocean strategic moves from a variety of different industries and sectors. The research of W. Chan Kim and Renée Mauborgne focused on discovering the common factors that lead to the creation of blue oceans and the key differences that separate those winners from the mere survivors and those adrift in the red ocean.The database and research have continued to expand and grow over the last ten years since the first edition of the book was published and the strategic moves we studied depict similar patterns, whether blue oceans were created in for-profit industries, non-profit organizations, or the public sector. Blue Ocean Strategy is a book published in 2004 written by W. Chan Kim and Renée Mauborgne, professors at INSEAD, and the name of the marketing theory detailed on the book.. Blue Ocean Strategy in Pharma. Of Hospital Administration 17 ... Blue Ocean Strategy - Summary and Examples Khai Biau Yip. Authors believe that the red ocean stands for a market that is overwhelmed with competitors, and the blue ocean represents an unknown market without rivals. Here are a few organizations that successfully captured a blue-ocean market: Cirque du Soleil: This Canadian entertainment company began in the 1980s as a bunch of “crazy people” with a vision of what the modern circus could be. 2. Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. In Blue Oceans, demand is created rather than fought over. #BlueOceanShift and #BlueOceanStrategy are worldwide business strategy bestsellers, helping you to move beyond competing and start creating your #blueocean. In focusing on patients, Novo Nordisk found that insulin, which was supplied to diabetes patients in vials, presented significant challenges in administering. Swimming in Drugs: Blue Ocean Strategy in Pharma Claudia, J. DSI Quarterly,United States The article discusses how blue ocean strategy can be applied to better understand the dynamic nature of the pharmaceutical industry, particularly utilizing the Pioneers-Migrators-Settler (PMS) map. Executive Summary - four great examples that have used the blue ocean strategy are Cirque du Soleil, Apple, Nintendo and Netflix - in all four examples there was features customers desperately wanted that was added and other features that were standard in the industry but not important to a large population that were removed The Blue Ocean Strategy is the art and science of making the competition irrelevant by creating uncontested market spaces. iTunes solved the problem of recording industries when it started the business.