Overview

Most of the companies compete in search of sustained profitable growth but end up in ‘red ocean’ of rivalry and shrinking profits. As competition intensifies product becomes commoditized resulting in shrinking profits and growth. Prof. W.Chan Kim and Renée Mauborgne, developed concepts, tools and frameworks to create ‘blue oceans’ of uncontested market space and value innovations. The ‘Blue Ocean Theory’ theory has found application in several industries, organizations and institutions across the world.

Objectives

The course aims to present a framework and diagnostic tools for crafting the blue ocean strategy for business. The focus is on understanding key principles of value innovation to drive the business growth.

Learning Outcomes

Participants will be able to start developing Blue Ocean Strategy for their organization in order to break away from the competition through ‘Value Innovation’, with the simultaneous pursuit of differentiation and low cost.

They learn to align the three strategy propositions - value, profit, and people - to ensure their organization is aligned around new strategy and that it creates a win for all the stakeholders.

Pedagogy

The program will use analysis and critical examination of the theory, case studies and group assignments. Practicing managers might also be invited to share their change experiences and strategies.

Who May Attend?

The programme is meant for professionals who wish to develop strategic mindset and advance their understanding of strategy models and their applications. It will be useful to faculty members teaching course on strategy.

Content of the Programme

Module 1: Introduction to Blue Ocean Strategy: Creating an Uncontested Market Space

• Describing the characteristics and consequences of the blue ocean strategy and the imperative for increase in business profit and growth.

Module 2: Blue Ocean Vs Red Ocean

• The comparison of the traditional competitive environment with the blue ocean propositions

Module 3: Structurilist View of Strategy

• The BOS challenges the presumptions stated by traditional strategy practicing fixed structures, the environment and conditions that cannot be changed by the efforts of a company.

Module 4: BOS Strategy Principles

• The systematic process of achieving growth for startup, non-profit, small business, large enterprises or established companies.

Module 5: BOS canvas & ERRC Grid

• Reconstructing Market Boundaries
• Unlocking Non Customers: Reach beyond existing demand

Module 6: Formulation and implementation of the Blue Ocean Strategy

Program Directors

Dr. Poonam Chauhan

Dr. Poonam Chauhan is faculty in the area of Marketing and International Business at K. J. Somaiya Institute of Management Studies and Research. She is a graduate in Economics and Gold Medalist in MBA (Marketing). She has completed her PhD thesis on the ‘Role of Women’s Cooperative in empowering Indian women’. She has over 20years of experience, of which fifteen years have been in academics –teaching and research. She has also conducted Corporate Training on Marketing and leadership Skills. She has over six years of Industry experience from building C&F agents and distributors network, branding and promotion of Bio-organic fertilizers to working with SME and networking with government & civil bodies for project coordination.

Dr Vandana Tandon Khanna

Dr Vandana Tandon Khanna is Professor and Program Coordinator for PhD - SVU at K.J. Somaiya Institute of Management, Mumbai, in Marketing Management. She is a Doctorate in Services Marketing. She has over 24 years of diversified teaching experience. She has developed and delivered various new courses. Her teaching and research interests are in Services Marketing, Customer Satisfaction and Loyalty, CRM and Marketing Strategy. She is also an Invitee guest lecturer at the American University of Emirates (AUE).She also
conducts MDP's in Marketing Strategy, Customer Satisfaction & Loyalty, CEM and CRM. Dr Vandana was awarded the 'Best Professor in Marketing and International Business' in 2017 on the 25th Silver Jubilee year of Business School Affaire & Dewang Mehta National Education Awards.