Unlock New Market Spaces and Make Competition Irrelevant

Blue Ocean Strategy STRATEGY CANVAS

Strategy Canvas

Strategy Canvas is a central diagnostic tool and an action framework for building a compelling blue ocean strategy. It graphically captures, in one simple picture, the current strategic landscape and the future prospects for an organization. The strategy canvas is developed by Chan Kim and Renée Mauborgne.

The strategy canvas is a one-page visual analytic that depicts the way an organization configures its offering to buyers in relation to those of its competitors.

It crisply communicates the four key elements of strategy: the factors of competition, the offering level buyers receive across these factors, and your own and your competitors’ strategic profiles and cost structures.

And it tells a story: It allows you to see – and understand – where you and your competitors are currently investing; the product, service, and delivery factors the industry is competing on; and what customers receive from existing competitive offerings.

The strategy canvas's horizontal axis captures the range of factors that an industry competes on and invests in, while the vertical axis captures the offering level that buyers receive across all of these key competing factors.

A value curve or strategic profile is the graphic depiction of a company’s relative performance across its industry’s factors of competition.

The strategy canvas is a one-page visual analytic that depicts the way an organization configures its offering to buyers in relation to those of its competitors.

The strategy canvas serves two purposes:

It captures the current state of play in the known market space, allowing users to clearly see the factors that an industry competes on and invests in, what buyers receive, and the strategic profiles of the major players.
It propels users to action by reorienting their focus from competitors to alternatives and from customers to noncustomers of the industry. It allows you to visualize how a blue ocean strategic move breaks away from the existing red ocean reality.

STRATEGY CANVAS EXAMPLES

A divergent strategy canvas example in the redder-than-red hospitality industry.

CitizenM’s strategic profile meets the initial litmus test of a blue ocean offering in that it diverges from the competition; it is focused; and it has a compelling tagline that is true to the offering, namely, “affordable luxury for the people”.

YellowTail’s To-Be Strategy Canvas

Let’s look at an exciting strategy canvas example in the wine industry.

Casella Wines turned this conventional wisdom on its head. The Australian winery redefined the problem of the wine industry as how to make a fun and non-traditional wine that’s easy to drink.

The Strategy Canvas of Apple iPhone

Apple captured the three characteristics of a good strategy: it was focused, divergent, and had a clear and compelling tagline.

Perhaps more than any other company, Apple captures what it means to have a blue ocean perspective. Its ‘think different’ approach led the company to make a series of blue ocean strategic moves that reconstructed whole industries and changed the world.

IN THE SPOTLIGHT

"In a world of endless competition, Blue Ocean Strategy invites you to stop fighting over a shrinking pie and instead, bake a new one—where you’re the only baker."

7 Powerful Blue Ocean Strategy Examples That Left the Competition Behind

These business strategy examples will inspire you to rethink your business

7 powerful examples of blue ocean strategy

Why do some companies succeed in creating ‘blue oceans’ of uncontested market space, while others remain stuck in ‘red oceans’ of intense competition?

To answer this, we’ll explore a range of examples from various industries, highlighting the strategic actions that enabled certain companies to achieve profitable growth by moving beyond traditional competition.

These case studies will illustrate the application of Blue Ocean Strategy tools and principles developed by Chan Kim and Renée Mauborgne, providing practical insights into how companies can unlock new market spaces.

We’ll delve into examples from the tech, healthcare, fintech, and retail sectors, along with a classic case from the entertainment industry. Additionally, we’ll take a close look at how one company made a remarkable transformation from a red ocean to a blue ocean, demonstrating the powerful impact of this strategic approach.

Learn more about 7 powerful examples of blue ocean strategy

Unlock New Market Spaces and Make Competition Irrelevant

Blue Ocean Strategy STRATEGY CANVAS

Strategy Canvas

The strategy canvas's horizontal axis captures the range of factors that an industry competes on and invests in, while the vertical axis captures the offering level that buyers receive across all of these key competing factors.

A value curve or strategic profile is the graphic depiction of a company’s relative performance across its industry’s factors of competition.

The strategy canvas serves two purposes:

STRATEGY CANVAS EXAMPLES

A divergent strategy canvas example in the redder-than-red hospitality industry.

YellowTail’s To-Be Strategy Canvas

The Strategy Canvas of Apple iPhone

IN THE SPOTLIGHT

"In a world of endless competition, Blue Ocean Strategy invites you to stop fighting over a shrinking pie and instead, bake a new one—where you’re the only baker."

7 Powerful Blue Ocean Strategy Examples That Left the Competition Behind

These business strategy examples will inspire you to rethink your business

7 powerful examples of blue ocean strategy

RESPECT FOR THE PLANET

Contact us today

About Us

Useful links

legal

© 2015 - 2024, NEOX Development Services Group, All Rights Reserved.

Your talent will shape our history