The fourth principle of the Blue Ocean Marketing Strategy is to get the Strategic Sequence of the Blue Ocean Strategy correct. The sequence has four steps which are utility, price, cost, and adoption. The company that I have been studying is Delta Air Lines.
- Utility. Delta’s flight experience unlocks exceptional utility. While in flight, travelers have many entertainment options such as music, new release movies, and video games. When customers are travelling to a far destination they can also enjoy meals and snacks while enjoying their entertainment. Another benefit that comes with using Delta is that the first bag checked in is free. If someone is only travelling with one piece of luggage, they do not have to pay any extra for luggage. Delta’s amenities give customers reasons to keep choosing their airline for their travelling needs.
- Price. Delta strives to provide the lowest prices to its customers. In 2008, Delta began to offer a program called “Best Fare Guarantee.” With t (...) Read more? Sign up for free