The Vitamin-Marketing, as a tonic seeks to develop the company, bringing it to create new products and new markets.
The approach of the Blue Ocean Strategy moves on this side.
But how to apply Blue Ocean Strategy?
The tools and frameworks (framework) of the strategy is relatively simple.
The first is the so-called Strategic Framework which is a key diagnostic and operational
First, interpreted in the current competitive environment within the market area known:
- What are the factors (criteria according to which buyers base their purchase decision) on which the competitors are compared?
- what customers actually receive the offerings of competing suppliers? In
second place, plotted the strategy profiles of the competitors with the curve Value, which is a chart that summarizes the relative performance (levels of investment) of the competitors themselves with regard to competitive factors.
also are three aspects of a winning strategy :
1. Focus: Emphasis on selected products - some new - components of value, rather than diluting resources and expensive to create business models
2. divergence: the value curve "stands" and is visibly different from the industry average
3. Tagline compelling: the value proposition is memorable and easily communicable: "A fun and easy to drink wine every day"
How to formulate and implement a Blue Ocean?
Based on these general principles 4:
1. Redefining market boundaries :
· Analyze alternative sectors : there are components of value in other areas not covered? What are the reasons customers prefer these areas?
· Analyze strategic groups within the sectors : You can de-segmentation of the areas most important to identify the common elements in two or more different groups? Why customers are moving from one group to another?
· analyze the chain of buyers : Who are the buyers, users and influencers? We can generate more value moving from the traditional target to another?
· Analyzed complementary offerings: What is the "solution value "that customers seek when they buy a product or service? What happens before and after the act of purchase?
· Analyze the functional or emotional appeal on the purchasers exercised what information can be added or removed to change the traditional view and / or business model?
· analyze changes over time: the extent to which current trends may change in the future, creating new expectations from customers and changing your business model?
2. Focusing on the overall picture, not on numbers, and view the strategic framework, rather than being paralyzed by analysis, tactics and figures
· Awakening visual : Ask managers and entrepreneurs to draw the curves of the value of its strategy, and this serves as a wake-up call and encourage them to question the current choices;
· visual exploration: a firm should never give in outsourcing their eyes, nothing can replace the direct detection, the field of market behavior;
· Review visual strategies: evaluating and discussing (among managers, the company's customers, competitors and customers non-clients) value curves of the alternatives, this allows you to check the validity of assumptions established and to identify strategies focused and effective visual communication
· : "The mind does not think without pictures" (Aristotle), it is important to communicate the strategy to all those involved in its realization.
3. Expand the market beyond the existing demand
· Look beyond current customers
· Avoid over-segmentation : Getting the basic similarities in market preferences and avoid the risk of creating target markets too small
4. Follow the right strategic sequence
· Utilities Customer : your business idea offers customers a utility exceptional?
· Price: Your price is affordable to the mass of buyers?
· cost: a price level that you can make a profit thanks to the respect of the target cost?
· Adoption: What are the obstacles to the achievement of your business idea in terms of the level of adoption? We are facing consciously from the beginning?
you soon!
Antonio Ferrandina
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