飞利浦

英国茶壶行业对英国文化来说十分重要,尽管如此,该行业的销售业绩一直没有什么起色,而且利润率也在不断下降。然而,自从荷兰消费电子产品公司飞利浦电子将其茶壶产品带到了英国,并将红海转变成了蓝海之后,英国茶壶行业的境况终于出现了转机。

飞利浦从互补性产品和服务的角度出发,意识到英国煮茶最大的问题并不在于茶壶本身,而是在于必须在茶壶里烧煮的互补性产品“水”。问题在于自来水烧煮之后留下来的水垢。水壶在烧水后会留下水垢,随后在水垢又会溜进刚泡的茶里。在饮用自泡的茶之前,沉着的英国人往往会拿起茶勺,游走于茶水之间,舀出倒进来的水垢。在茶壶行业看来,水质问题并不是它们的问题。而是来源于另一个行业——公共供水公司。

在顾客总解决方案中,飞利浦以解决主要难题为思路,将水质问题视为机遇。结果:飞利浦发明了带过滤壶嘴的茶壶,在倒水时能够有效地过滤掉水垢。英国人在自家泡茶时摆脱了水垢的烦恼。由于人们开始购买新过滤壶来替换老茶壶,茶壶行业再次勃发生机,进入了强势上升通道。

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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