Aditya Nugraha (1) Argi Hermansyah (6) Daeng Achmad (8)

Hendra Mukti (13) I Made Suandi (14)

Substantially Higher Returns from Investments in Blue Oceans (1880-2000)

Business Launch
86% 14%

Revenue Impact

62%

38%

Profit Impact
Red Oceans Market-Competing Business Launches

39%

61%

Blue Oceans Market-Creating Business Launches

Kim & Mauborgne 2006

Create uncontested market space membuat ruang lingkup pasar sendiri

VISI

Make the competition irrelevant

tidak bersaing di dalam kompetisi

Red Ocean Strategy

Compete in existing market space

Blue Ocean Strategy

Create uncontested market space

Beat the competition

Make the competition irrelevant

Differentiation or low cost

Differentiation and low cost

Competitive Advantage

Value Innovation

Segment existing customers

Attract noncustomers

Exploit existing demand

Create and capture new demand

Eliminated

Reduce

Raise Create

Industri Game Console

Nintendo Wii 2006

PENERAPAN
External Assesment Internal Assesment

Minimizing Risks and Maximizing Opportunities in Formulating and Executing Blue Ocean Strategy
Formulation Principles
Reconstruct market boundaries Focus on the big picture, not the numbers Reach beyond existing demand Get the strategic sequence right

Formulation Risks
Search Risk Planning Risk Scale Risk Business Model Risk

Execution Principles
Overcome key organizational hurdles

Execution Risks
Organizational Risk

Build execution into strategy

Management Risk

Kim & Mauborgne 2006

External Assesment

1. Reconstruct Market Boundaries

6 Path
1)
2) 3) 4)

Looks across alternative industries (alternatif produk)

Looks across strategic group within industry (strategy yang sama) Look Across the Chain of Buyers (kelompok pembeli yg diabaikan) Looks across to complementary product and service offerings (menggabungkan complementary product and service )

5) 6)

Look Across Functional or Emotional Appeal to Buyers (daya tarik, fungsi vs emosi) Participates in shaping external trends over time (mencermati perubahan trend)

2. Focus on the Big Picture, not the Numbers

Focus on the Big The Four Steps of Visualizing Strategy

Picture, not the

Numbers

1. Visual Awakening 2. Visual Exploration

3. Visual Strategy Fair

4. Visual Communication

Visual Awakening

Strategy Canvas

The Strategy Canvas of Nintendo Wii

hi
Video Gaming Industry

offering level lo
Price HiRes Graphic Non Gaming Funct. HD TV COmpatibility Online Gaming Processing Power Design & Austhetic Available Game Motion Family Friendly

Visual Exploration

Mengeksplorasi
bilamana pembeli menerima/tidak penawaran kita (plus minus existing product)

Visual Strategy Fair

Paparkan strategi yang diambil

Four Action Framework- Cost Structure

Eliminate

Raise
Diatas Standar

Reduce
Dibawah Standar

Create
The industry never offer

Four Action Frame Work

Eliminate Raise

Reduce

Create

The Strategy Canvas of Nintendo Wii

hi
Eliminate
Video Gaming Industry

Reduce

Raise

Create

Nintendo Wii

offering level
lo
Price HiRes Graphic Non Gaming Funct. HD TV COmpatibility Online Gaming Processing Power Design & Austhetic Available Game Motion Family Friendly

Visual Communication
Komunikasikan seluruh strategy yang dipilih agar pegawai mengerti

3. Reach Beyond Existing Demand

First tier: Soon to be non-customers; jarang belanja, cari-cari barang alternatif

The Three Tier of Noncustomers

Second tier: Refusing non-customers yang

tidak menggunakan atau tidak mampu masuk ke pasar kita.

Third tier: Unexplored non-customers untargetted customer

Internal Assesment

4. Get The Strategic Sequence Right

The Sequence of Blue Ocean Strategy

Buyer utility Ada manfaat yang besar untuk buyer?

Price Harga bisa dijangkau target buyer?

Adoption Semua kesulitan baik dr pegawai, maupun rekanan bisa diatasi?

Cost Bisa mencapai target cost, dan mencapai profit?

A commercially viable blue ocean idea

5. Overcome Key Organizational Hurdles

The Four Organizational Hurdles to Strategy Execution

Cognitive Hurdle, An organization wedded to the status quo

Resource Hurdle, Limited resources Motivational Hurdle, Unmotivated staff

Political Hurdle, Opposition from powerful vested interests

5. Build Execution Into Strategy

Fair Process of Strategy Strategy Formulation Process Fair Process Engagement, Explanation, Expectation clarity

Attitudes Trust and Commitment I feel my opinion counts

Behavior Voluntary Cooperation Ill go beyond the call of duty

Strategy Execution Exceeds Expectation self initiated

TERIMA KASIH

Purple Ocean Strategy

Apakah Purple Ocean Strategy

Strategi 2 Kaki antara Red Ocean dan Blue Ocean