Blue Ocean Strategy – How a Company can Create Uncontested Market Space and Make its Competition Irrelevant
Abstract
Blue ocean strategy is not new, it has been around for at least 10 years, and yet very few companies tackle its potential. Based on the acclaimed Harvard Business Review article “Blue ocean strategy” (Kim & Mauborgne 2004), I have started the Blue Ocean Initiative in my company. The company I work for has been in the market for about 30 years and has back then (1982) created a blue ocean product which is until today the cash-cow of the group. The average wave length of a blue ocean product is about 15-20 years, therefore it was about time that we created another Blue Ocean product. The presentation will address how companies can prepare themselves to think outside the box, to grasp and create a demand out of thin air. From the first data analysis stage to product conception, this presentation will entice new views on competition and competitive intelligence.
Key topics
- Templates which can be used by participants to start their own Blue Ocean
Initiative - Insights and guidance into how to start their evaluation phase (data analysis)
- An overview of how market intelligence can facilitate this process
Speaker profile
Marcos Dreher is specialized in market and consumer insights,
business intelligence and corporate strategic
guidance. He hold two degrees (business
administration and psychology). His fluency in six
languages (Portuguese, English, German, Italian,
Spanish and French) and an extensive international
living and working experience (USA, UK, Italy, Brazil
and Germany) provide him with the necessary tools
to quickly and effectively respond to market
demands, by ensuring the implementation of gamechanging
and actionable strategic plans deemed to
grow market share, volume, profitability and brand
equity across a brand portfolio.
In the last years, his career has been mostly focused on corporate strategic guidance and
intelligence analysis. Working closely with internal stakeholders, he ensures that their business
objectives and strategies are anchored on solid and relevant insights. Furthermore, a
thorough analysis of current marketing programs and subsequent adaptations for better
efficiency and efficacy are also part of his day-to-day activities.