Stratégie Océan Bleu

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Créer un espace non contesté sur le marché. Description de la Stratégie Océan Bleu de W. Chan Kim et Renée Mauborgne. ('04)

Qu'est-ce que la Stratégie Océan Bleu ? Description

Plutôt que d'entrer en concurrence au coeur de l'industrie existante ou en essayant de voler des clients aux rivaux (Stratégie sanglante ou Stratégie Océan Rouge) W. Chan Kim et Renée Mauborgne suggèrent la Stratégie Océan Bleu : Développant un espace incontesté sur le marché ce qui rend la concurrence non pertinente.

Selon Kim et Mauborgne dans la revue HBR d'octobre 2004, en étant en concurrence dans des industries surpeuplées, il n'y a aucune manière de maintenir une performance élevée. L'opportunité réelle est : pour créer les océans bleus d'espace incontesté sur le marché.

Critique de l'Avantage Concurrentiel

Naturellement la concurrence est importante. Mais en se concentrant sur la concurrence et l'Avantage Concurrentiel, selon Kim et Mauborgne, les savants, les entreprises, et les consultants ont ignoré deux - et bien plus lucratif - domaines très importants de stratégie :

• Identifier et développer les océans bleus, et
• Exploiter et protéger les océans bleus. Ces défis sont très différents de ceux auxquels les stratèges ont consacré la majeure partie de leur attention.

Dans les océans bleus la demande est créée, plutôt que disputée. Il y a suffisamment d'opportunités de croissance qui sont à la fois rentable et rapide.

Deux manières de créer les océans bleus

1. L'une est de lancer des industries complètement nouvelles, comme eBay l'a fait avec les enchères en ligne.
2. L'autre constate qu'il est plus commun pour un Océan Bleu d'être créé du dedans d'un Océan Rouge quand une entreprise élargie les frontières d'une industrie existante.

Certainement Kim et Mauborgne méritent des crédits pour avoir fait la remarque du trop concentré sur l'Avantage Concurrentiel et également pour leur belle métaphore des deux types d'océans.

Livre : W. Chan Kim, Renée Mauborgne - Blue Ocean Strategy -

Stratégie Océan Bleu Groupe d'Intérêt Spécial Groupe d'Intérêt Spécial (66 membres)

Forum de Stratégie Océan Bleu   Sujets récents   Océan Bleu et Sa Conception J'aimerais savoir comment les entrepreneurs réagissent face à cette stratégie. Au congo la notion de la concurrence est mal comprise par les brasserie...           Stratégie Océan Bleu et Océan Rouge En théorie, il est évident que la question de concentration de concurrence, entre autre, doit apporter des éléments qui vont appuyer les décisions sur...           Océan Bleu et Intégration Verticale Je voudrais juste savoir comment pourrais s'appliquer la stratégie océan bleu dans une intégration verticale au sein de l'entreprise?...           'Purple' Ocean Strategy If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of untapped opportunity, are there a...           Filtering Blue Ocean Ideas: Strategic Overlays When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas generated, while great ideas, do not fit with where...           How to Start with Blue Ocean Strategy? I am in the process of starting up a company. I was advised to use Blue Ocean strategy but there is a lot of information... How do I start develo...

Meilleures Pratiques - Stratégie Océan Bleu   Visionary Leadership and Blue Ocean Strategy I think Blue Ocean Strategy (BOS) success merely depends on the leadership of the leader and how visionary the leader is, and how far ahead the...           Blue, Green or Even Violet Ocean Strategies I think ROS and BOS are parts of a process that all active companies will pass. In fact they are inevitable events during organizations' perfection. O...           What is a Strategic Sequence? According to Kim and Mauborgne (2005) a BOS will only work if it’s formulated in the right strategic sequence. Without fulfilling one of these, the pl...         Tout ce que vous devez savoir sur le management   Using Blue Ocean Strategy Inside Companies Many people think BOS is only applicable for creating new markets, outside a company. Though, the Blue Ocean concept can also be applied while working...           Blue Ocean Strategy Disadvantages While most of the participants in this forum are quick to point out the first mover advantage tha...           What is a Pioneer-Migrator-Settler Map (PMS Map)? In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler Map? I read it is a key tool in the Blue Ocean Strategy process that involves plotting each...           Differences in BOS / ROS Cultures I have discovered over the last five years that in Red Ocean Strategies (ROS) people compete to maintain a competitive edge over the rival comp...           BOS = Niche Market Strategy Is BOS not just another phrase for a niche market strategy? They share the common feature of a 'lone pl...           How to Avoid Imitation of Blue Ocean Strategy? After creating a new market/industry, how can competitors be restricted to imitate the same. Is a complete overlook by the competition possible ?...           Blue Ocean Strategy in Small Companies For most small businesses in the current environment, staying alive is a major issue! Simply paying the bills tends to drive one towards the...           Why is it called 'Blue' Ocean Strategy? I would like to know meaning of 'blue' and its meaning when we refer to Blue Ocean startegy. Why it is called blue and not yellow, purple or white?...           Creating a New Mental Category Blue ocean strategies are basically about creating a new mental category or a frame of reference. For example, Red Bull created a new category called ...           Six Paths to Moving from Red to Blue Ocean I am seeking feedback on my class project. I am trying to move a red ocean company to a Blue Ocean company. I am working with the world famous Pike...           BOS: more of the same Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Trout and the ancient concept of ...           Porter Model vs Blue Ocean Strategy Does anyone know about the differences between Porter's (5 Forces, Competitive Advantage) Strategy Model and Blue Ocean strategy?...           What is the Four Action Framework? I am looking for more information on the 4 action framework. I found that it's a key tool in the Blue Ocean Strategy process made up of the four strat...           What are Execution Hurdles in Blue Ocean Strategy? Stumbling on the web I found there are 4 execution hurdles in Blue Ocean Strategy: 1. Cognitive 2. Motivation 3. Resource 4. Polit...           Can a Blue Ocean Eventually Turn Into a Red Ocean? When a company creates a blue ocean by foreseeing an opportunity, there is always a chance of other companies entering the same segment by sensing the...           The Context Determines BOS or ROS A good strategy is a winning strategy. So in some circumstances we need to use BOS and in some other ROS fits better. The context makes the choice<...           Blue Ocean Strategic Sequencing - Apple I think Apple computers have demonstrated remarkable success of Blue Ocean strategies time and again by launching new products: first iMac, then iPods...           This Isn't Strategy? This could be a few things but, strategy, really? It's a process at best either, deliberate (ROS) or emergent (BOS). It could be a question for...           The Importance of Innovating This model is useful because it makes managers think about breaking the rules of competition. Aristoteles said: "You can't change the wind, you c...           Define the Gap in the Market Launching new company (for example in medical equipment) with a me-too kind of product is always having a traction into the ROS (red ocean strategy), ...           Blue Ocean Strategy of Google First it was IBM, then Microsoft and now Google. How Google made it to the top ? 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Both try to outdo the competition by studying compe...           Blue Ocean Strategic Sequencing for Delta Airlines 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 s...           Blue Ocean Strategic Sequencing on Disney For school, I have to devise a blue ocean strategy for a specific business and industry (and post it in a user group such as this one_- I also need yo...           Getting the Strategic Sequence Right for Verizon Wireless Droid Pro Verizon wireless has come out with a new phone called the droid pro. The sequence of Blue Ocean strategy consists of: the buyer utility, price, cost, ...           Nestle Blue Ocean Strategy Sequencing Nestle's Blue Ocean Strategy Sequence Greetings to the group. For an assignment I described a Blue Ocean strategy sequence for Nestle. Ple...           Papa Murphy's Strategic Sequence Papa Murphy’s strategic sequence: - Buyer Utility - as a retailer of take n bake pizzas, Papa Murphy’s provides an alternative to industry offeri...           Sony Playstation in Medical Field Part of my class assignment is to overlook the transition of red ocean company into Blue Ocean one. I choose Sony Playstation. Although Sony Playstati...           CSR Part of Blue Ocean Strategy Companies may consider Corporate Social Responsibility (CSR) as part of Blue Ocean strategy. Recent research concluded that most of people pref...           Strategic Sequencing Education Industry for Adults There needs to be significant changes in the way education is delivered to adult learners. A new company could use this strategy. 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