Reconstructing Market Boundries Texas Tech University重建市场边界德克萨斯理工大学.pptVIP

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Reconstructing Market Boundries Texas Tech University重建市场边界德克萨斯理工大学.ppt

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Reconstructing Market Boundries Texas Tech University重建市场边界德克萨斯理工大学

Reconstructing Market Boundaries Michael Seymour Matt Anderson Reconstruct Market Boundaries The First Principle of Blue Ocean Strategy Approaches to Reconstruction There are six basic approaches to reconstructing market boundaries: Define Industry Strive to be the best within it Look at Industry through lens of strategic group Focus on Same buyer group Define scope of Products/Services Offered Accept Industry’s Functional/Emotional Orientation Focus on the same point in time when formulating strategy Path 1: Look Across Alternative Industries Alternatives: Have different form function but same purpose (“Substitutes”) Buyers weigh alternatives (often unconsciously) in EVERY purchase decision Path 2: Look Across Strategic Groups Strategic Group: Group of Companies within an industry that pursue a similar strategy Can be generally ranked by 2 dimensions: Price Performance Path 3: Look Across the Chain of Buyers There is a chain of 3 buyers Directly or Indirectly involved in EVERY buying decision Purchaser: Pays for product/service User: Consumes product/service (Often different from purchaser) Influencer: Sway users and purchasers Path 4: Look Across Complementary Product/Service Offerings Complement: Product or Service that adds value to another (ex: Movie theater with a day care for kids) EX: Airport, Movies, Philips, Barnes Noble Strategy Canvas of the US Municipal Bus Industry High NABI Path 5: Look Across Functional/Emotional Appeal to Buyers 2 Basic types of appeal Rational (Price Function) Emotional (Feelings) Appeal of MOST products/services is often a mix of both Companies can often find new market space by challenging the orientation of their industry EX: QB House, Cemex, Starbucks Path 6: Look Across Time All industries are subject to External Trends Analyzing these trends with the right perspective can help create Blue Ocean opportunities Work back from vision of B.O.S. EX: Apple’s IPOD I-Tunes, CNN From Head-to-Head Competition to B