耐特杰

耐特杰(NetJets)通过跨越他择行业,重新界定了市场边界,开创了蓝海。耐特杰发现,利润最为丰厚的商务旅行人士主要拥有两种出行选择:他们可以乘坐商业航班的公务舱或头等舱,或者公司可以购买一架飞机,用于满足企业的差旅需求。为什么企业需要在各种接续行业中做取舍呢?

一方面,如果乘坐商业航班,公司便不用花数百万美元购买喷气式飞机,避免了昂贵的固定成本直接投资。此外,如果公司仅需购买每年所需的机票,公司便可以减少各种多变的开支,也免得公司专机经常放着不用造成浪费。另一方面,企业买私人飞机的目的是为了大幅缩短总旅行时间,远离拥挤机场繁琐的手续,实现点对点的旅行,以及提高高管们的效率和活力,让他们一下飞机便能精神抖擞地投入到工作当中。

耐特杰为顾客提供飞机1/16的所有权,这样,顾客将与其他15位顾客共同分享这架飞机。每位所有者每年拥有50个小时的飞行时间。顾客以商业航班机票的价格享受到了乘坐私人飞机的便利。如果把乘坐头等舱与私人飞机的成本作比较,当考虑所有直接和间接成本时,包括酒店、餐饮、旅行时间和费用,乘坐商业航班头等舱的成本要高得多。耐特杰使用较小的机型、较小的区域机场以及有限的机组人员,使飞行成本保持在最低限度。可能最具吸引力的一点在于,你的飞机总是能够随叫随到,而且只需要提前4个小时通知即可。如果某架飞机无法使用,耐特杰会安排另一架飞机。耐特杰通过提供最优质的商务旅行和私人飞机服务以及摒弃和削减其他一切不必要的元素,开创了数十亿美元的蓝海。在这片蓝海中,顾客以低廉的固定成本和搭乘商业航班低廉的变动成本,享受私人飞机的便利和速度。

在仅20多年的时间中,耐特杰的规模已经超过了很多航空公司,开创了私人飞机部分所有权这片蓝海。公司拥有690多架飞机,运营的航班超过37万班次,航线遍布150多个国家。

Blue Ocean Strategic Moves

Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. The research of W. Chan Kim and Renée Mauborgne focused on discovering the common factors that lead to the creation of blue oceans and the key differences that separate those winners from the mere survivors and those adrift in the red ocean.The database and research have continued to expand and grow over the last ten years since the first edition of the book was published and the strategic moves we studied depict similar patterns, whether blue oceans were created in for-profit industries, non-profit organizations, or the public sector.

Here are a few examples of blue ocean strategic moves from a variety of different industries and sectors. Select from the icons below to learn more.

Bloomberg Financial News Case Study
Canon Blue Ocean Strategy Case Study
Cemex Blue Ocean Strategy Case Study
Cirque du Soleil Blue Ocean Strategy Case Study
Curves Blue Ocean Strategy Case Study
Ford Model T Blue Ocean Strategy Case Study
iTunes Blue Ocean Strategy Case Study
JCDeaux Blue Ocean Strategy Case Study
NetJets Blue Ocean Strategy Case Study
Novo Nordisk Blue Ocean Strategy Case Study
New York Police Department Blue Ocean Strategy Case Study
Peirce College Blue Ocean Strategy Case Study
Philips Blue Ocean Strategy Case Study
QBHouse Blue Ocean Strategy Case Study
Quicken Blue Ocean Strategy Case Study
Polo Ralph Lauren Blue Ocean Strategy Case Study
Viagra Blue Ocean Strategy Case Study
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