Blue Ocean strategies are about thinking out of the box as companies delve into the unknown. This has been proved to be very successful for companies using these strategies in their marketing and goal setting. According to Kim and Mauborgne in California Management Review, 86% of companies who used Blue Ocean strategies demonstrated growth and improvement.
As there is a sharp rise in the number of international schools in many markets around the
world it is important that schools differentiate themselves from the competition. One way to do that is to utilize the strengths of Blue Ocean strategies in looking at their schools. In Blue Ocean Marketing a big focus is making intelligent choices based upon information. This use of data to make decisions has large implications in educational settings. As teachers we are often using scores from tests and quizzes to plan our teacher just as we
should be using data to plan for change.
What does Blue Ocean strategy in practice look like? Some of the strategies outlined in Blue Ocean Strategy are outlined below.
Value Innovation– This strategy looks at how the increase in value will decrease in costs. The decrease in cost is not static and is dependent on the innovation. A large focus in Blue Ocean Marketing is increasing value while decreasing cost.
Strategy Canvas– This strategy helps the user compare the benefits from a proposed change in direct comparison with the former method or product based upon several key points. In this case the Strategy Canvas is being used to look at the difference between paper and digital portfolios.
Three Tiers of Noncustomers- This strategy looks at the various levels of people who are not yet within your intended market. It resents the noncustomers that are not typically thought of as part of a larger strategy. This Blue Ocean strategy helps to focus on bringing in other participants to a specific initiative.
Four Actions Framework- This framework looks at what a new proposal would eliminate, reduce, create and raise within a organization. This helps to review the implications a new initiative would have on the company and its customers.
W. Chan, K., & Mauborgne, R. (2005). Blue Ocean Strategy: From Theory to Practice. California Management Review, 47(3), 105-121.