Blue ocean strategy by Kim W. Chan & Renée Mauborgne

Author:Kim W. Chan & Renée Mauborgne [Chan, Kim W. & Mauborgne, Renée]
Language: eng
Format: epub
Tags: Market segmentation, New products
ISBN: 9789749698617
Publisher: Nēchan Buk
Published: 2006-01-15T03:28:44.539000+00:00

06-Kim.qxd 10/25/04 9:58 AM Page 121

Get the Strategic Sequence Right

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mus test of being focused, being divergent, and having a compelling tagline that speaks to buyers. Having done this, companies are ready to expressly assess where and how the new product or service will change the lives of its buyers. Such a difference in perspective is important because it means that the way a product or service is developed becomes less a function of its technical possibilities and more a function of its utility to buyers.

The buyer utility map helps managers look at this issue from the right perspective (see figure 6-2). It outlines all the levers companies can pull to deliver exceptional utility to buyers as well as the various experiences buyers can have with a product or service. This map allows managers to identify the full range of utility spaces that a product or service can potentially fill. Let’s look at the map’s dimensions in detail.

F I G U R E 6-2

The Buyer Utility Map

The Six Stages of the Buyer Experience Cycle 1. 2. 3. 4. 5. 6.

Purchase

Delivery

Use

Supplements Maintenance

Disposal

Customer

productivity

Simplicity

Convenience

Risk

The Six Utility Levers

Fun and

image

Environmental

friendliness

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