SEMINAR OBJECTIVES

The main objectives of this seminar are;

• To challenge the audience to think differently about strategy and innovation;

• To introduce them to the strategic logic behind Blue Ocean Strategy;

• To move from “Thought to Action” to practically get them started on creating Blue Oceans of their own.

Corporate strategy is heavily influenced by its roots in military strategy. The very language of strategy is deeply imbued with military references “chief executive “officers” in headquarters, troops on the front lines. Described this way, strategy is about confronting an opponent and fighting over a given piece of land that is both limited and constant. This leads to competition based strategic thinking. Taking market structure as given, it drives companies to try to carve out a defensible position against the competition. To sustain themselves in the marketplace, companies focus on building advantages over the competition, usually by assessing what competitors do and striving to do it better. Here grabbing a bigger share of the market is seen as a zero sum game in which one company’s gain is achieved at another company’s loss. Yet, solely focusing on competition based strategies deny the distinctive strength of the business world: the capacity to create new market space that is uncontested.

Blue Ocean Strategy, in contrast, is not about how to outperform rivals in existing industry boundaries. Blue ocean strategy drives companies to get out of industry boundaries and to make competition irrelevant. To achieve this, unlike competitive advantage, blue ocean strategy seeks to reconstruct market boundaries to create uncontested market space with highly profitable growth.

Indeed it is one thing to say that there is untapped market space devoid of any competition, but it is another thing to have practical tools and methodologies to create this new market space. Whereas academics and consultants have developed an impressive array of tools and frameworks to compete in red oceans, such as the five forces to analyze existing industry conditions and three generic strategies, the field has remained virtually silent on practical tools to excel in blue oceans. Blue Ocean Strategy fills that central void in the field of strategy by developing a set of analytical tools and frameworks that redress this imbalance and make the formulation and execution of blue ocean strategy as systematic and actionable as competing in the red waters of known market space.

This seminar aims to introduce the audience to the practical tools and methodologies that make Blue Ocean Creation a systematic process. With simple exercises and hands-on experience with Blue Ocean Strategy tools and frameworks, the audience will gain insight into practically getting started in creating Blue Oceans of their own.

Methodology

The seminar offers an effective combination of lecture, audio/video content, interactive exercises for participants and is rich with Blue Ocean Strategy Case-studies – Real examples of companies that reconstructed market boundaries and created blue oceans of uncontested market space. Being actively involved in the latest Blue Ocean Strategy research and development projects,
Dr. Zunaira bases her seminars on latest research and case-studies, most of which are not mentioned in the book.

For more information, please contact:

TELEPHONE
AIM Client Services 02-2700-984-5
outside Thailand ++66-22700-984-5

FAX
Complete Registration form and fax to 02-2700-986
Outside Thailand +66-22700-986

Email & Web Site:
aminrais@gmail.com 
amin@aiminlines.com 
www.aiminlines.com