Konsep Natioal Blue Ocean Strategy

1. 1
Konsep dan Pemikiran NBOS
Blue Ocean Strategy
Transforming the civil service through
Systematic Value Innovations

2. OUTLINE
Overview
Concept and Thinking
Tools and Methodologies
NBOS in Civil Service

3. Mindset Change
Think Differently (Transform)

4. Transformation vs. Change
1
2
3 Think Differently
using Blue Ocean Strategy Thinking….
to look at pressing issues and create value4

5. Malaysia
Globally Competitive ?

6. Globalisasi
Ekonomi
terbuka
Persaingan
Bakat
Kemajuan Sains
dan Teknologi
Tahap Daya Saing
TRANSFORMASI
PERKHIDMATAN AWAM
Cabaran Luaran
KENAPA TRANSFORMASI?

7. Pemusatan Kuasa
Karenah birokrasi
Hiraki Pelaporan
Rendah Kompetensi Strategik
Kurang Mentoring dan Coaching
Selesa Dalam Keadaan Sekarang
Kurang Responsif dan Kurang Peka
Silo dan Tahap Konsultasi Yang
Rendah
Peningkatan Ekspektasi dan
Kehendak Rakyat
Cabaran Dalaman

8. CONCEPT

9. The Rising Imperative of Creating Blue Ocean
 Accelerated Technological Advances
 Increasing numbers of competitors
 Supply exceeds Demand
 The Trend towards Globalisation
 Information becomes instantly & globally available
 Niche markets and havens for monopoly continue to
disappear
Most Markets
Caught in a
Red Ocean
Business & Economic
Environment

10. The Book
Sold
over 4
million
copies

11. The Background – How it all started
1997 1998 1999 2000 2001 2002 2003 2004 2005
Value Innovation: The Strategic
Logic of High Growth
Procedural Justice, Strategic Decision
Making and the Knowledge Economy
Creating New Market Space
Knowing a Winning Business Idea
When You See One
Charting Your Company's
Future
Tipping Point
Leadership
Blue Ocean Strategy

12. WHY BLUE….

13. RED OCEAN VERSUS BLUE OCEAN

14. Blue Ocean Strategy
Creating Uncontested Market Space
&
Making the Competition Irrelevant
(Cara Mencipta Ruang Pasaran Yang Tiada Tandingan
dan Menjadikan Persaingan Tidak Relevan)

15. Key Ideas of BOS
 Pursues differentiation and low cost to
open an ocean of new market space
 Creates new demand by converting
noncustomers into customers
 Offers systematic, reproducible/
replicable and visual tools and
processes for the effective formulation and
execution of blue ocean strategies
NBOS

16. BOS OR NBOS???
4
W. CHAN KIM,
RENÉE
MAUBORGNE,
INSEAD, 2005.
NEW MARKET MAKES
COMPETITION IRRELEVANT
STRATEGY:
REDUCE, ELIMINATE,
RECREATE & IMPROVE
KEY SUCCESS IS INNOVATION
BLUE OCEAN VS RED OCEAN

17. High impact to the rakyat
ELIMINATE
What factors should be
eliminated that our
industry takes for
granted?
RAISE
What factors should be
raised well above the
industry standard?
REDUCE CREATE
What factors should be What factors should be
reduced well below the created that the industry
industry standard? has never offered?
BOS Tool: ERRC Grid
Low cost to the government
NBOS

18. Value
ProfitPeople
What is Strategy?

19. Definition of Strategy
People
Proposition
Value
Proposition
Profit
Proposition
attracts buyers
enables the company
to make money
motivates those working
for or with the company to
execute the strategy

20. Two Approaches To Strategy
People
Proposition
Value Proposition
Profit Proposition
Structuralist Approach (Red Ocean Strategy)
EITHER differentiation OR low cost
Reconstructionist Approach (Blue Ocean Strategy)
BOTH differentiation AND low cost

21. Value Innovation – a Cornerstone of BOS
• Cost savings - elimination or reduction of
non essential value attributes
• Costs advantages - economies of scale -
by high volumes
• a price which appeals to largest market
catchment
• Superior value - raising and/or creating
value attributes - really matter to the
mass of buyers
Costs
Value for the customer
Value
Innovation
-
+
The obtainable benefits

22. Steve Jobs
The Blue Ocean Thinker

23. Blue Ocean Ideas

24. From Red Ocean to Blue

25. NBOS THINKING

26. Test Your Awareness

27. Melihat apa yang dilihat oleh
semua tetapi memikirkan apa yang
tidak difikirkan oleh sesiapa
Seeing what everyone is seeing
but thinking what nobody has
thought…
Creative Thinking

28. “The more you benchmark against your
competitors, the more you become like them.”
Kim & Maubuorgne

29. Outsiders Views

30. The First All Glass Elevator in the World, 1956

31. Thinking Out of The Box
Your challenge is to draw four straight lines one
after another without lifting the pencil which go
through the middle of all of the dots.

33. Strategic Thinking
These are 9 stones laid out on the floor. Can
you join up all the stones with 3 straight sticks?
The sticks are to be interconnected.

34. Make a strategic move
Your mental
fence.
Your common
nonsense

35. Why is it Difficult?

36. Welfare
of the
People
NBOS?... Perbincangan selepas ini