1. Blue Ocean Strategy Overview What is it: –New Market Space (versus trying to beat the competition) –Untapped market space + demand creation + opportunity for highly profitable growth Why the need: –Unprecedented array of products & services = supply exceeds demand + increasing commoditization (resulting in price wars &/or shrinking margins) - therefore old way of strategizing is no longer valid

2. Blue Ocean Strategy Overview Cornerstone: Value Innovation Defined: –Focus on making the competition irrelevant, by creating a leap in value for buyers and your company –New way of thinking about, creating and executing strategy –Differentiation and low cost simultaneously –Strategy that embraces the entire system of a company’s activities & orienting the whole system towards achieving a leap in value for both buyers and themselves

4. yellow tail