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This project consisted of reviewing the strategy of a worldwide leader in household appliances, in order to give it an innovative competitive edge. We systematically questioned the positioning of the company, in order to develop innovative offerings in each of the segments it competed in. These offerings marked an important shift in the market, while still addressing the mainstream.
The method used: Blue Ocean Strategy
We use this method, developed by Professors Chan Kim and Renée Mauborgne at INSEAD, to help companies to reposition strategically. The aim is to develop "pioneering products". A series of tools (MPS -- Migrator, Pioneer, Settlers -- mapping, market research, value curve, etc.) enable us to both organise the work rigorously and communicate efficiently.
The results
Strategy / products
In the first stage, two (out of five) divisions of the company created six pioneer products. Among them were:
- a product with a revolutionary look and feel changing the usual customer experience
- a product with technical characteristics that far outperformed any competitor
These products were developed and available on the market within one year. A third division of our client’s firm then adopted the same approach. Based on the successes achieved the other divisions then followed.
Mobilisation and Organisation
A significant proportion of the client’s staff were trained in the method. In each division, a team of about forty people participated in the project. We were pleased with the strong involvement of the staff in the project. All managers, from head of Division through to Operational and Human Resources Managers, did their own fieldwork and interviewed customers as well as non-customers.
After the project, Management proposed an in-depth review of the product design and development process based on the Value Innovation method.
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