BLUE OCEAN STRATEGY IN CREATING BUSINESS MODELS : Graduate paper

Poslovni model (engl. business model) je priča koja objašnjava kako poduzeće radi. Poslovni model je faktor koji može doprinijeti većoj profitabilnosti određenih tvrtki u usporedbi s drugima. On definira kako će tvrtka pristupiti tržištu, konkurirati drugima i uspostaviti partnerstva te odnose s kupcima. Poslovni modeli mijenjaju se pod utjecajem svih dionika, a posebno menadžera, koji traže, uočavaju, iskorištavaju, ali i stvaraju prilike za daljnji razvoj. Pomoću platna poslovnog modela ilustriramo poslovni koncept koristeći devet osnovnih komponenti: kupci, ponuda vrijednosti, distribucijski kanali, interakcije s klijentima, izvore prihoda, ključne resurse, ključne aktivnosti, partnerske odnose i financijsku strukturu. Kupci, dobava, infrastruktura i financijska održivost četiri su važna područja obuhvaćena ključnim elementima. Kupci su središnja točka svakog poslovnog modela, a kako bi im bolje služili, poduzeća ih mogu podijeliti u segmente s sličnim potrebama, ponašanjem i drugim karakteristikama. Ponuda vrijednosti obuhvaća sve prednosti koje tvrtka nudi kupcima, rješavajući njihove probleme i ispunjavajući njihove potrebe. Postoji pet faza uključenih u oblikovanje poslovnog modela: mobilizacija, razumijevanje, dizajn, provedba i upravljanje. Poslovni modeli moraju biti prilagođeni konkretnom okruženju. S obzirom na sve veću složenost tržišta i gospodarstva, potrebno je duboko razumijevanje okoline tvrtke kako bi se oblikovali poslovni modeli. Strategija plavog oceana je metoda za analizu ponude vrijednosti i poslovnih modela, kao i istraživanje novih tržišnih segmenata. Naglašava stvaranje potpuno novih industrijskih aktivnosti putem bitne diferencijacije, za razliku od natjecanja u postojećim industrijskim aktivnostima prilagodbom postojećih modela. Inovacija u vrijednosti temelj je plave ocean strategije. To je novi način koncipiranja i provođenja strategije, iz kojeg proizlazi strategija plavog oceana i odmak od konkurencije. Najpoznatiji primjer korištenja strategije plavog oceana je Cirque du Soleil koji je promijenio značenje pojma cirkus. Bots&Pots restoran predstavlja zanimljiv koncept restorana, a čiji je vlasnik koristio strategiju plavog oceana.Business model is something like a story that explains how one company works. The business model if one of the main strategies that makes one company turning more profit and generating more value than others and it also describes what strategies will one company preform to outperform its competitors and create easy two-way communication between customers and company to connect with them easily. Business models should go through some changes because of all the participants in them, especially managers. Managers are important because they are the ones who are looking for opportunities, notice them, use them in the right moment, and then create right conditions for further development. The Business Model Canvas consists of nine main Parts: Customer Segments, Value Preposition, Revenue Streams, Channels, Customer Relationships, Key Activities, Key Resources, Key Partners and Cost Structure. There are four key elements that cover the four main areas of business: customers, offer, infrastructure and financial viability. Customers are the center of every business model, and it should ensure their satisfaction trough their entire journey. To do that, many companies will group the customers according to their common needs, behaviors, and some other characteristic of target customers. Value Preposition is a set of all the unique benefits that one company can offer to its target costumers, solve their specific problems, and satisfy their needs. The business model design process has five phases: Mobilization, Understanding, Design, Implementation and Managing. Business models are designed and implemented in a particular environment. To design business models, one needs to have a good understanding of particular needs in its environment because of the growing complexity of the surrounded market and economy. Blue Ocean Strategy is a method for examining real values of other business models and exploring new markets and its segmentations. Its focus is on creating a completely new industries trough fundamental differentiation as opposed to competing in existing industries by adapting established models. Value innovation is the cornerstone of Blue Ocean Strategy. That’s a new way of thinking and approaching competition, from which a Blue Ocean Strategy is formed, and competitors become more irrelevant. The most famous example of Blue Ocean Strategy usage is Cirque de Soleil, which changed the meaning of the circus term. Bots&Pots represents an interesting restaurant concept, and its owner used the Blue Ocean Strategy