1. BOS: Reconstruct Market Boundaries
Bailey Anderson, Angela Chavez, Tucker DeVinny

2. Six Path Framework Look Across Alternative Industries
Look Across Strategic Groups Within Industries
Look Across the Chain of Buyers
Look Across Complementary Product and Service Offerings
Look Across Functional or Emotional Appeal to Buyers
Look Across Time

3. Path 1: Alternative Industries
Blue ocean strategy focuses on looking at alternative industries as opposed to just rivals within the current industry
American airlines can capitalize on this strategy by scoping out other modes or transportations such as charter bus transportation and trains.

4. Path 2: Strategic Groups in Industry
Strategic groups are defined as a cluster of companies in a specific industry who have a similar strategy to follow.
Strategic groups can be formed based on levels of price and performance (Luxury brands competing while economic brands compete)
American Airlines competes with Delta, JetBlue, and Southwest at a similar price range.
Ultra-Low Cost Carriers (LCCs) like Spirit, Allegiant, and Frontier compete with each other at a much lower price point.

5. Path 3: The Chain of Buyers
Purchasers: Office Equipment Industry
Users: Clothing Industry
Influencers: Pharmaceutical Industry
Target different customer segments
Large vs. Small

6. Path 4: Complementary Product and Service Offerings
Untapped value is hidden in complimentary products and services
Look at the process before, during, and after the product is used
Ex: A movie theater with a babysitting service

7. Path 5: Functional and Emotional Appeal to Buyers
Functional Appeal
Compete principally on price and function largely on calculations of utility
Emotional Appeal
Compete largely on feelings
When companies challenge their functional- emotional orientation, they often find new market space
Examples: QB (Quick Beauty) House, Cemex

8. Path 6: Time 
Key insights to blue ocean strategies arise from how the trend will change value to customers and impact the company's business model
Three critical principles to assessing trends
Trends must be decisive to your business
They must be irreversible 
They must have a clear trajectory
Example: iTunes

9. Questions?