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Chapter 4: Blue Ocean strategy (Drawing a strategy canvas (Visual…
Chapter 4: Blue Ocean strategy
Focus on the big picture, not the numbers
Strategy Cavnvas
Helps
Visualices a company's current strategic position in the market space.
Chart its future strategy
Shows very clearly the factors that affect competition among industry players.
Shows the strategic profile of current and potential competitors
Drawing a strategy canvas
Visual awakeness
Compare your business with your competitors by drawing your "as is" strategy canvas
See where your strategy needs to change
Visual exploration
Go into the field to explore the six paths to creating blue oceans
Observe the distinctive advantages of alternative products and services.
See which factors should be eliminate, create or change.
Send a team into the field (no outsourcing)
Visual strategy fair
Draw your "to be" strategy canvas based on insights from field observation.
Get feedback on alternative strategy canvas from customers, competitors´ customers and non custumers
Use feedback to build the best "to be" future strategy"
Vissual communication
Distribute your before and after strategic profiles on one page for easy comparison.
Support only those projects and operational moves that allow your company to close the gaps to actualize the new strategy.
Using the strategy canvas
Questions
Do your business unit heads lack an understanding of the other business in your corporate portfolio?
Are your strategic best practices poorly communicated across your business unit?
Are you low.performing units quick to blame the competitive situation for their results?
Pioneer- migrator- settler map
Pioneer
Offer unprecedented value
Migrator
Giving customers more for less
Don´t alter its basic shape
Offer improve value but not innovative value
Settlers
Value curves conform to the basic shape of the industry
Measures
Current
Revenue, profitability, market share, customer satisfaction
Future
Value
Innovation is only valuable if people is willing to pay for it.
Innovation
Without it , the company is stuck in competitive improvements