![]() Red Ocean Versus Blue Ocean Strategy © Kim & Mauborgne 2006 Differentiation or low cost Differentiation and low cost Compete in existing market space Create uncontested market space Segment existing customers Attract noncustomers Beat the competition Make the competition irrelevant Blue Ocean Strategy Red Ocean Strategy Competitive Advantage Value Innovation Exploit existing demand Create and capture new demand Personal Finance Software Industry hi offering level lo Price Speed Accuracy Optional Features Ease of Use © Kim & Mauborgne 2006 Personal Finance Software The Pencil Quicken The Strategy Canvas of Cirque du Soleil hi offering level lo Price Fun & Humor Unique Venue Aisle Concessions Multiple Show Arenas Thrills & Danger Animal Shows Star Performers © Kim & Mauborgne 2006 Ringling Brothers Smaller Regional Circus Theme Refined Viewing Environment Multiple Productions Artistic Music & Dance Cirque du Soleil Reduce Eliminate Raise Create ![]() The Strategy Canvas of Cirque du Soleil hi offering level lo Price Fun & Humor Unique Venue Aisle Concessions Multiple Show Arenas Thrills & Danger Animal Shows Star Performers © Kim & Mauborgne 2006 Smaller Regional Circus Ringling Brothers Theme Refined Viewing Environment Multiple Productions Artistic Music & Dance Cirque du Soleil ![]() Blue Ocean Strategy Go where the profits and growth are - and where the competition isn’t W.
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