Blue Ocean Strategy Sequence L.L. Bean

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Blue Ocean Strategy Sequence L.L. Bean
Caroline Pittman, Student (University), United States, Member
The four steps of strategic sequencing for L.L. Bean's Blue Ocean Strategy (BOS) begin with buyer utility and the six stages of the buyer experience. (Kim & Mauborgne, 2005, P. 121).
When I analyzed the buyer utility map in relation to internet or mail order shopping, I was able to notice the biggest blocks to non-customers quite easily. In the purchase stage, “risk” was one lever in particular that stood out:
- Non-customers may feel that internet shopping is not safe. L.L. Bean encrypts any banking information on their website.
- They may also worry that something they buy may not fit or serve the purpose they initially thought it would. This would be a risk in the “use” stage. L.L. Bean took care of this block also with a 100% satisfaction guaranteed. They offer a lifetime guarantee and advertise their products as “built to last”.
- They offer free shipping on sales and returns so the delivery aspect is simple and co...Sign up

BOS Sequence for LL Bean
Chris Wiggins, Student (University), United States, Member
Good examples of LL Bean engaging the 'risk' lever. The use of encrypted transaction data is an e-commerce necessity and will certainly make shoppers ...Sign up

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