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Published by:
INSEAD (2016)
10 pages
Data source:
Field research
Check out the short video trailer for a quick case synopsis.
Compte Nickel
The case explains how Compte-Nickel found a blue ocean in the crowded French retail banking sector by identifying non-customers and developing a strategy to attract them. Traditional banks focused on developing financial technology to make their offerings more appealing, whereas Compte-Nickel created a blue ocean by looking at the non-customers the other banks ignored: low income earners and people facing financial exclusion.
Learning objectives:
1. Creating blue ocean businesses requires companies to look to non-customers. Rather than focus on customer differences, businesses break the cost-value tradeoff by increasing the value and reducing the cost for buyers, unlocking a new mass of customers. 2. Participants will learn to use four blue ocean strategy analytic tools. The Buyer Utility Map, which helps identifies blocks to buyer utility to increase demand. 3. The Eliminate-Reduce-Raise-Create Grid, which analyzes which factors of competition to eliminate, reduce, raise, and create to unlock a blue ocean. 4. The Strategy Canvas, the central diagnostic tool that graphically captures the current strategic landscape and a new blue ocean strategy. 5. The Blue Ocean Idea Index, that analyzes whether the new strategy is commercially viable.
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