Michael E. Porter
Mechanical Engineering from Princeton University in 1969
MBA From Harvard Business in 1971
Ph.D. in Business Economics from Harvard University in 1973
1984 founders of The Monitor Group
In 2000, Harvard University Professor
2012年11月，Monitor Group宣告破產
2012/12/7
1
Porter’s Competitive Strategy
Strategic
Focus
Choosing attractive
industries and building
competitive positions
within them
Strategic
Goal
Outperforming the
competition
Analytic
Tools
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Porter’s 5 Forces
 Value Chain
 General Strategies

2
Porter’s Five Forces
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Porter’s Value Chain
4
SWOT Analysis
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Porter’s Competitive Strategy (1980)
vs. Blue Ocean Strategy (2002)
Porter’
Strategy
Strategic
Focus
Choosing attractive
industries and
building competitive
positions within them
Strategic Outperforming the
competition
Goal
Analytic
Tools
2012/12/7
Porter’s 5 Forces
 Value Chain
 General Strategies

Blue Ocean Strategy -
Value Innovation
Redefining industry
boundaries Creating new
market space


Making the competition
irrelevant
Value Curves
 6 Paths

6
How Do You Discover New Value Curves?
Raise
Create
What factors
should be raised
well beyond the
industry standard?
What factors
should be created
that the industry
has never offered?
WTP*
Profit
Eliminate
Cost
Reduce
What factors
should be reduced
well below the
industry standard?
What factors should
be eliminated that
the industry has
taken for granted?
The Key to Discovering a New Value Curve
Lies in Asking Four Basic Questions
WTP* = Willing to Pay (英文本Chapter 8 p. 291)
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New Value Curve of Yellow Tail
創造新的市場空間
Eliminate
Use of technical wine
terminology 釀酒術語
Raise
Price vs. budget wines
Retail store involvement
Aging qualities 葡萄樹齡
Above-the-line marketing
大眾行銷
Reduce
Create
Wine complexity 香味多樣化
Easy drinking
Wine range 長期儲存在橡木桶
Ease of selection
Vineyard prestige 葡萄園聲望
Fun and adventure
Source: Blue Ocean Strategy, Kim and Mauborgne
US Wine Industry vs. Yellow Tail
Expensive wines
Yellow tail
Creating New Market Space
Cheap wines
High
Low
Price
Above-the-line
marketing
Use of technical
wine terminology
Aging
quality
Vineyard
prestige
Wine
range
Ease of
selection
Wine
Easy drink
complexity
Fun and
adventure
9
Cirque du Soleil
O http://www.cirquedusoleil.com/en/shows/o/show/about.aspx
2012/12/7
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Cirque du Soleil
ZAIA’ Dream夢想之遊
http://www.cirquedusoleil.com/en/shows/zaia/home.aspx
http://www.cirquedusoleil.com/en/home.aspx#/en/home/shows/details/zaia.aspx
ALEGRIA歡躍之旅http://www.cirquedusoleil.com/en/shows/alegria/default.aspx
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New Value Curves
Eliminate
Create
Star Performers
Theme
Animal shows
Refined environment
Aisle concession sales Multiple productions
Artistic music and dance
Reduce
Fun and humor
Thrill and danger
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Raise
Unique venues (Bellagio)
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The Strategy of Cirque du Soleil
High
Ringling Brothers
Offering Level
Cirque du Soleil
Smaller Regional Circus
Low
Price
Success Factors
Ring Master
Multiple
Theme
Thrills & Danger
Arenas
Productions
Unique
Fun & Humor
Artistic Music
Aisle Concessions
Refined
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Venue (tent) Environment
& Dance
© Kim & Mauborgne 2006
Animal Shows
Star Performers
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The Strategy of Cirque du Soleil
High
Eliminate
Reduce
Raise
Create
Ringling Brothers
Offering Level
Cirque du Soleil
Smaller Regional Circus
Low
Price
Success Factors
Multiple Show
Theme
Thrills & Danger
Arenas
Aisle Concessions
Unique Venue Refined
Fun & Humor
Animal Shows
Star
Performers
2012/12/7
Environment
Artistic Music
14
Dance
©&Kim
& Mauborgne 2006
Q&A
謝謝指教!
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