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Blue Ocean Strategy Sequence L.L. Bean

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Blue Ocean Strategy
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Caroline Pittman
Student (University), United States

Blue Ocean Strategy Sequence L.L. Bean

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 convenient with no risk. These policies have cut across the biggest blocks and offer exceptional utility for customers and non-customers.
In the “strategic pricing” step, L.L. Bean has priced their products in the low end of the “price corridor”, and they rely on volume sales, because their strategy is easy to imitate.
Cost: “Target costing” was accomplished by cutting costs in their manufacturing, distribution, and administrative departments. They streamlined distribution with the use of bar codes and RFID in their warehouses and used direct shipping from third party manufacturers. They utilized software to eliminate staff in their accounting departments.
When they got to the last step of “adoption”, they communicated to their employees and other stakeholders that their jobs were secure and the revenue streams were not in any danger of decreasing but rather that it would increase due to volume sales.
 
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Chris Wiggins, United States
 

BOS Sequence for LL Bean

Good examples of LL Bean engaging the 'risk' lever. The use of encrypted transaction data is an e-co... Sign up

 

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More on Blue Ocean Strategy:
Summary
Discussion Topics
topic Visionary Leadership and Blue Ocean Strategy
topic Purple Ocean Strategy
topic Blue, Green or Even Violet Ocean Strategies
topic Strategic Sequence: Best Practices and Pitfalls
topic Blue Ocean Strategy Disadvantages
topic A BOS is Creating a New Mental Category
topic What is a Pioneer-Migrator-Settler Map (PMS Map)?
topic Why is it Called 'Blue' Ocean Strategy?
topic BOS = Niche Market Strategy
topic Differences in BOS / ROS Cultures
topic Blue Ocean Strategy in Small Companies
topic How to Avoid Imitation of Blue Ocean Strategy?
topic Can a Blue Ocean Eventually Turn Into a Red Ocean?
topic Six Paths to Moving from Red to Blue Ocean
topic BOS is More of the Same
topic Execution Hurdles in Blue Ocean Strategy
topic The Four Actions Framework for Blue Ocean Strategy
topic Porter Model vs Blue Ocean Strategy
topic Filtering Blue Ocean Ideas: Strategic Overlays
topic Blue Ocean Strategy - Three Tiers of Noncustomers
topic Blue Ocean Strategy of Google
topic BOS and ROS are Both Supplier Centric
topic How to Start with Blue Ocean Strategy?
topic Blue Ocean Strategy - Apple
topic Blue Ocean Strategy - Buyer Experience Cycle
topic Blue Ocean Strategy: Buyer Utility Levers
topic BOS / ROS Isn't a Strategy
topic First Mover Advantage / Price Maker in BOS
topic Use CSR as Part of your Blue Ocean Strategy
topic Importance of BOS is Focus on Innovating
topic Blue Ocean Strategy for UPS
👀Blue Ocean Strategy Sequence L.L. Bean
topic BOS in Less Developed Countries
🔥 Validated Instrument for Measuring Blue Ocean Strategy
topic Blue Ocean is Economics Failure
topic Blue Ocean Strategy Sequencing for Blockbuster
topic Blue Ocean Strategy Strategic Sequence - EBay
topic Strategic Sequencing for Adult Education / Learning
topic Blue Ocean Strategic Sequencing for US Airways?
topic Blue Ocean Strategy - Best Buy
topic Blue Ocean Strategic Sequence for Amazon.com
topic Blue Ocean Strategic Sequence for Barnes and Noble
topic Blue Ocean Strategic Sequencing - Dell
topic Blue Ocean Strategic Sequencing for Delta Airlines
topic Blue Ocean Strategic Sequencing on Disney
topic Blue Ocean Strategy Sequencing - Nestle
topic The Blue Ocean Strategy (BOS) Sequence of Citibank
topic Blue Ocean Strategic Sequence for Blockbuster
topic Blue Ocean Strategic Sequencing in Office Furniture
Special Interest Group

SIG Leader

Do you know a lot about Blue Ocean Strategy? Become our SIG Leader

Knowledge Center

Blue Ocean Strategy
Knowledge Center



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