The Hero Camp
Si hablamos de innovación, debemos tener siempre presente la estrategia del océano azul. Y puede que te preguntes, ¿qué es esto de la estrategia del océano azul?
La estrategia del océano azul es un método de gestión empresarial cuyo objetivo es conseguir nuevos mercados y oportunidades de negocio antes que seguir insistiendo en la competencia destructiva de escenarios ya explotados.
El objetivo principal de este post es exponer los 6 principios básicos en los que se basa esta estrategia y citar algunos ejemplos de caso de éxito.
En 2004 los teóricos W. Chan Kim y Renée Mauborgne publicaron un libro con el título La estrategia del océano azul, donde defienden la importancia de la innovación a la hora de abrir nuevos mercados, alejándonos de la competencia destructiva que existe en los terrenos empresariales más explotados.
Plantean la posibilidad de crear una estrategia ganadora basándose en la “no competencia”, algo que solo es posible explorando nuevos territorios, que simbolizan con un océano azul, contrario al rojo que representa la lucha encarnizada entre las empresas.
La estrategia del océano azul está basada en 6 principios básicos que se deben cumplir para conseguir el éxito:
1. Ampliar las fronteras del mercado
Lo primero es ensanchar el mercado al cual pertenecemos, es decir, analizar qué otras opciones de negocio nos puede ofrecer. Los mercados no son estáticos; están hechos para ser reconstruidos cuantas veces haga falta.
2. Realizar un mapa estratégico
Acto seguido se debe realizar un plano o mapa para definir la estrategia que seguiríamos una vez hallemos la oportunidad de negocio. Esto debe realizarse en función del potencial creativo de nuestra empresa.
3. Explorar otros terrenos más allá de la demanda actual
Empezaremos a explorar esos terrenos del mercado en los que nadie hasta ese momento haya entrado o que no estén del todo explotados. De momento es solo una cuestión de tanteo y valoración. Diverge sin miedo, después llegará la convergencia que marque el camino a seguir.
4. Diseñar una estrategia de operación
Una vez estemos seguros de la opción de negocio y de la viabilidad del mercado al que aspiramos, el siguiente paso es diseñar una estrategia concreta que refleje nuestra oferta: cualidades del producto, beneficios, utilidad, precio, etc..
5. Solucionar obstáculos
Los responsables de la estrategia del océano azul deben destinar una serie de recursos para solventar los problemas que puedan surgir durante su ejecución.
6. Ejecutar la estrategia de innovación
Por último, solo falta poner en marcha nuestra estrategia de negocio y evaluar los resultados obtenidos. Medir, medir y medir (¡no lo olvides!).
A continuación algunos ejemplos de uso de la estrategia del océano azul:
Cirque Du Soleil
Es el ejemplo más utilizado para explicar en qué consiste una buena estrategia de océano azul. Este circo creó un mercado totalmente ajeno a los circos, innovando con espectáculos llenos de música, baile, color y artistas. Se convirtió en un entretenimiento para los adultos, en contra de los tradicionales circos en los cuales se utilizan animales para sus principales espectáculos y normalmente están dirigidos a un público infantil.
JCDecaux
El proveedor francés de espacio publicitario, revolucionó el mercado de la publicidad a nivel mundial cuando decidió apostar por la innovación dotando de mobiliario y mantenimiento a municipios para que estos vendieran el espacio publicitario. Esto aumentó el tiempo de exposición, permitiendo alimentar el contenido y en ocasiones proyectar mensajes más completos. De esta manera, en cada parada de autobuses se pueden ver modernos paneles con la publicidad más reciente. De hecho, en algunos países de Europa dichos paneles son táctiles y sirven como pequeños quioscos informativos con lo que las personas interactúan y lo más importante, tienen el tiempo suficiente para captar el mensaje que cualquier empresa quiera transmitir.
Apple
En los 90 el intercambio ilegal de música empezó a convertirse en un problema. Por ello, se empezaron a desarrollar programas que permitían compartir y descargar música para reproductores MP3, estando al alcance de cualquier dispositivo de manera gratuita. Sin embargo, y a pesar de que esto perjudicó en su momento a la industria de la grabación; Apple decidió innovar con lo que ahora conocemos ahora como Itunes Store. Esta tienda virtual ofrece más de 8 millones de canciones para ser compradas a través de su tienda.
¿Y cuál fue su principal valor en un inicio? Poder comprar solo una canción, cosa que con los CD era imposible y en muchas ocasiones era una freno para adquirir el disco completo. De esta manera, tú mismo podrías crear tu propia biblioteca digital incluyendo solo tus canciones favoritas. Actualmente Itunes Store no sólo ofrece música, también existen libros que se pueden adquirir y mantenerlos de forma digitalizada.
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