Course Outline

Day 1

• Introduction to Blue Ocean strategy
• Blue Ocean Case File
• The origins of Blue Ocean strategy

• Thriving in uncertain times through Value Innovation
• Strategic moves and sustainable value creation
• Advantages of a Blue Ocean strategy
• The market dynamics of Value Innovation

• The Strategy Canvas
• Value Proposition Factors
• The Four Actions Framework
• Assessing the strategy

• Path 1 - Alternative Industries
• Path 2 - Industry Groups
• Path 3 - The Buyer Chain
• Path 4 - Complementary products and services
• Path 5 - Buyer Appeal
• Path 6 - External Trends

• Tipping Point Leadership
• Making the mental shift
• Reallocating resources
• Dealing with vested Interests

Day 2

• Where and when to apply a Blue Ocean strategy
• The development process
• Development resources

• Visualizing the current strategy
• Exploring market and customer boundaries
• New strategies and the strategy contest

• Getting the sequence right
• Testing for exceptional Buyer Utility
• Strategic pricing and cost structuring
• Price Model and Business Plan

• Attributes of a good strategy
• Blue Ocean Index

• A Fair Process - gaining commitment, trust and cooperation
• Internal Communication
• External Communication