Blue Ocean Strategy - Sample Case Study
As I've read the case study, I collected some of the thoughts of the writer. Basically, it is focusing on CRM of the company.
"Putting our CMR money where our mouth is, we will eliminate the large sales force to push this type of thing as is used by much of the industry. Rather, we should spend the same amount of cycles a traditional software company would on building a "sales force" to creating an innovative "referral force" which provides rich incentives for our customers to refer us to other small businesses as that is the way small businesses tend to make decisions.
Our target market has not moved over to running their businesses on the internet because they simply don't know how to do it and do not have anyone to help them. The existing tools are just too hard.
Therefore, I think we should reduce emphasis relative to the industry on feature richness/depth and on platform/add-ons (small companies do not have resources to deal with the complexity of multiple vendors products). For the same reasons, I think we should increase emphasis ease of use, help (video, audio, searchable via most frequently asked or tag cloud), integration (key features from several apps selected by HubSpot and provided to small businesses), and familiar user interface (i.e. like Office). We should also think about increasing emphasis on "handholding" and "advice" which is apart from traditional support and consulting."
This is a good sample of Blue Ocean Strategy or the ERRC concept. (Eliminate, Reduce, Raise, Create). Basically, the company is HubSpot,, an Internet Marketing Company. It is also a small business company that taking into account its competitors that already have IT tools on their business. Its concept is to eliminate the large sales force, create the new method, "referral force", raise other features such as help, integration, videos etc that will help customers and they will reduce some emphasis on the industry they belong to escape probably on competition.
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