The Blue Ocean Strategy (BOS) Sequence of Citibank
Freydenfeldt, Student (University), Germany, Member
This week in a college class I am attending, we are looking at the sequence of the Blue Ocean Strategy. And more specifically, I have been researching Citibank.
Today, I would like to examine Citibank and evaluate the sequence in accordance with Kim & Mauborgne’s Blue Ocean strategy. To start off, let us examine the four sequences or steps and how they relate to Citibank.
1. Buyer Utility. The question: “Is there exceptional buyer utility in your business area?” Is your company truly offering something exceptional to the public or is it offering something that has already been seen? The answer: no. After looking into Citibank’s offerings of banking, they do not offer anything outside normal for large banking companies today.
2. Price. The question: “Is your price easily accessible to the target mass of buyers?” Is your product priced so you are not excluding a large amount of potential customers? The answer: yes.
3. Cost: the question: “Can you attain your cost tar...