How to sharpen the strategy of Sun Tzu with Blue Ocean to find the Value Innovation? The following are the recommended steps:
Step 1: Know your consumer willingness (Know Others / buyers)
Know exactly what your consumers want, because they actually want to buy a SOLUTION, not just the product. Then identify how consumers make decisions by way of finding out what factors that determine when they make a purchase. Generally, these factors can be divided into two namely:
1. Total factor Benefits / Performance (what I got, both tangible and intangible)
2. Total Cost factor (price, risk, time wasted, fatigue etc.)
Step 2: Recognize the power of the enterprise and compare it with competitors (know yourself)
The introduction of the power company must always be accompanied by your company compare with competitors, because what you expect as a strength, it could be actually a weakness. Look at the players on the market of fax machine (Sharp, Panasonic, Brother), soon their power is a major weakness due to new competitors with technology 4 in 1 (HP, Canon and Epson).
Step 3: mapping
Use factors from steps 1 and 2 to map:
1. What factors are considered unimportant in the eyes of consumers, so it needs to be eliminated altogether (Eliminate)
2. What factors are considered below competitors and high risk and expensive to pursue, so the need for greatly reduced? (Reduce)
3. What factors are preferred by consumers so it needs to be raised above the competition because you have excess (Raise)
4. What new factors which in fact is still hidden (hidden) but actually sought after by consumers that is necessary to create new value, which is very attractive to consumers and are not on the current standard (Create)
Factors 3 and 4 are factors that can increase the Total Benefits for consumers, while the first and second factors can reduce the Total Coal mining rights for consumers. Asus EEE netbook is an example with Asian companies which apply the classic strategy of Sun Tzu and sharpening attributes coupled with the Blue Ocean Strategy. EEE deliberately omitted a DVD player, it is considered not important for consumers who are mobile (ELIMINATE), lower the screen width (Reduce), thus making the price of EEE to be cheaper than competitors. But while simultaneously increasing the endurance of the batteries (RAISE) and create a lightweight notebook – just 1 kg and easy to carry everywhere (CREATE). A perfect fusion between East policy and Western rationality.