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Chapter 5: Blue ocean strategy (Reach beyond existing demmand (think…
Chapter 5: Blue ocean strategy
Reach beyond existing demmand
Avoid
Focus on existing customers
driver for finer segmentation
Look noncustumers
look for powerful commonalities in what buyers value.
think
noncustomers before customers
commonalities before differences
desegmentation before finer segmentation
Non Customers
First tier: soon to be
On the edges of the market,waiting to jump ship
Second tier: refusing
Consciously choose against your market
Either can´t use or can´t afford
Third tier: unexplored
Members who are in markets distant from yours
Their needs have somehow been assumed to belong to other markets
Go for the biggest Catchment
Go for the one your company can act on
explore if there are overlapping commonalities across tiers