1. The Book and the Authors 1 © JOHN ABBOTT © JOHN ABBOTT Prof Renee Mauborgne Prof Chan Kim

3. Translated into over 41 foreign languages – a world record

4. Taught as the major theory of strategy at leading business schools

7. Companies try to outperform rivals

8. Very crowded space

11. New Market Space Ford’s 1908 Model T 1970 The First Mouse CNN 1980 Real-Time News 24/7 2002 Apple’s ipod Creating Blue Oceans Is Consistent Across Time Regardless of Industry Continuing Creation of Blue Oceans

12. Example:A highly competitive Industry The American Wine Industry

13. What the industry offers 9 Premium Wines Budget Wines Polarised Strategic Groups Massive Choice

14. 10 Yellow Tail created a Blue Ocean Creating a Blue Ocean Premium Budget

15. Yellow Tail Strategy

17. Thank You