New Applications For Blue Ocean Strategy?!

New Applications For Blue Ocean Strategy?! By: emailcharlie

I dont know if this is worth the time for me to write this now, but i hope my ideas will be widely read.

Blue ocean strategy was something that has been brewing for a long time. i've read quite a few of kim&co's journals in the mba to know where they are heading. Blue ocean just makes it mainstream.

However, i would and would not suggest blue ocean for the question posted here because:

1) blue ocean is based on the presumption that one has the ability to change the product attributes, the way its delivered, and basically, your 4'p's 4'cs etc. With this in mind, you can, as they have stated, make the competition obsolete by creating a new value curve.

However, for those of us who cannot change any of the product attributes, blue ocean is a lot less applicable. So if you work for a advertising/marketing agency for a product that is wholly imported, then there is little you can do with blue ocean strategy.

BUT!

2) you can use blue ocean strategy and apply it in a marketing communications concept. I dont know if others have already had this idea but it occured to me one day that rather than using product attribution/value whilst mapping th e value curve, why not use different promotions and effects instead?

so in my strategy for marketing corona in china, i have used different methods of beer marketing as the different value curves instead of different companies. this is because each specific marketing activity remains the same for most companies. So, i have used dj parties, sales promotion, product promotion etc. and added, reduced, eliminated and created new items to bring about a new value curve for my product.

i hope i get more replies from this as i really think this is something that kim hasnt thought about. i'll post this as a question because i want to hear more from profs.

thanks