1. Introduction to Blue Ocean Strategy
Strategy where you consciously target an uncultivated blue market rather than attempting to manage the tough competition on the red market, where your competitors are.
Source: Blue Ocean Strategy by W. Chan Kim & Renee Maubourgne

2. Blue Ocean Strategy Red Ocean Strategy Blue Ocean Strategy
Competes on existing markets
Create a new uncultivated market
Beat competition
Make competition irrelevant
Exploit the existing demand
Create and capture new demand
Trade-off between value/price
No trade-off between value/price
Adjust all of the company’s activities for the sake of either differentiation or low costs
Adjust all of the company’s activities for the sake of both differentiation and low costs

3. Six ways towards blue ocean strategy
Industry
Strategic group
Purchase group
Extent of offer of product or service
The industry’s functional-emotional orientation
Time
From competing with
To creating across

4. Example of a strategy canvas
The blue line shows how a blue strategy can separate itself radically from the traditional red strategies.

5. Four actions framework
A new value curve
Reduce
Which factors should be limited considerably below the industry standard?
Create
Which factors should be created that the industry have not thought of before?
Raise
Which factors should be raised considerably above the industry standard?
Eliminate
Which factors that the industry take for granted should be eliminated?

6. Risk minimization and opportunity maximization in the formulation and implementation of blue ocean strategy
Formulation principles
Formulation risks
Recreate market limitations
Search risk
Focus on ”the big picture” not on numbers
Planning risk
Exceed the existing needs
Scale risk
Ensure that the strategic order is right
Business model risk
Implementation principles
Implementation risk
Overcome central organizational resistance
Organizational risk
Integrate implementation and strategy
Management risk