Konsep dan Pemikiran NBOS

Blue Ocean Strategy

Transforming the civil service through
Systematic Value Innovations

1
 OUTLINE
Overview

Concept and Thinking

Tools and Methodologies

NBOS in Civil Service

 Mindset Change

Think Differently (Transform)

 Transformation vs. Change

3 Think Differently
2
1
using Blue Ocean Strategy Thinking….
to look at pressing issues and create value
4
 Malaysia

Globally Competitive ?
 TRANSFORMASI
PERKHIDMATAN AWAM

KENAPA TRANSFORMASI?
Cabaran Luaran

Globalisasi
Kemajuan Sains
dan Teknologi
Ekonomi
terbuka
Tahap Daya Saing
Persaingan
Bakat
 Cabaran Dalaman

Pemusatan Kuasa
Selesa Dalam Keadaan Sekarang

Karenah birokrasi
Kurang Responsif dan Kurang Peka

Hiraki Pelaporan

Silo dan Tahap Konsultasi Yang

Rendah
Rendah Kompetensi Strategik

Peningkatan Ekspektasi dan

Kurang Mentoring dan Coaching Kehendak Rakyat
CONCEPT
The Rising Imperative of Creating Blue Ocean

Business & Economic

Environment

Most Markets
Caught in a
Red Ocean

 Accelerated Technological Advances

 Increasing numbers of competitors
 Supply exceeds Demand
 The Trend towards Globalisation
 Information becomes instantly & globally available
 Niche markets and havens for monopoly continue to
disappear
The Book

Sold
over 4
million
copies
The Background – How it all started

Blue Ocean Strategy

Tipping Point
Leadership

Charting Your Company's

Future

Knowing a Winning Business Idea

When You See One

Creating New Market Space

Procedural Justice, Strategic Decision

Making and the Knowledge Economy

Value Innovation: The Strategic

Logic of High Growth

1997 1998 1999 2000 2001 2002 2003 2004 2005

WHY BLUE….
RED OCEAN VERSUS BLUE OCEAN
 Blue Ocean Strategy

Creating Uncontested Market Space

&
Making the Competition Irrelevant

(Cara Mencipta Ruang Pasaran Yang Tiada Tandingan

dan Menjadikan Persaingan Tidak Relevan)
 Key Ideas of BOS

 Pursues differentiation and low cost to

open an ocean of new market space

 Creates new demand by converting

noncustomers into customers

 Offers systematic, reproducible/

replicable and visual tools and
processes for the effective formulation and
execution of blue ocean strategies

NBOS
 BOS OR NBOS???

W. CHAN KIM,
BLUE OCEAN VS RED OCEAN
RENÉE
MAUBORGNE,
INSEAD, 2005.
NEW MARKET MAKES
COMPETITION IRRELEVANT

STRATEGY:
REDUCE, ELIMINATE,
RECREATE & IMPROVE

KEY SUCCESS IS INNOVATION

4
 BOS Tool: ERRC Grid
High impact to the rakyat

ELIMINATE RAISE

What factors should be What factors should be

eliminated that our raised well above the
industry takes for industry standard?
granted?
REDUCE CREATE

What factors should be What factors should be

reduced well below the created that the industry
industry standard? has never offered?

Low cost to the government

NBOS
What is Strategy?

Value

People Profit
Definition of Strategy

Value
Proposition attracts buyers

Profit enables the company

Proposition to make money

People motivates those working

Proposition for or with the company to
execute the strategy
Two Approaches To Strategy

Structuralist Approach (Red Ocean Strategy)

Value Proposition

EITHER differentiation OR low cost

Profit Proposition

Reconstructionist Approach (Blue Ocean Strategy)

People
Proposition

BOTH differentiation AND low cost

 Value Innovation – a Cornerstone of BOS

The obtainable benefits

Costs • Cost savings - elimination or reduction of

-
non essential value attributes

• Costs advantages - economies of scale -

Value by high volumes
Innovation
• a price which appeals to largest market
catchment

• Superior value - raising and/or creating

+ value attributes - really matter to the
Value for the customer mass of buyers
Steve Jobs
The Blue Ocean Thinker
Blue Ocean Ideas
From Red Ocean to Blue
NBOS THINKING
Test Your Awareness
 Creative Thinking

Melihat apa yang dilihat oleh

semua tetapi memikirkan apa yang
tidak difikirkan oleh sesiapa

Seeing what everyone is seeing

but thinking what nobody has
thought…
“The more you benchmark against your
competitors, the more you become like them.”
Kim & Maubuorgne
Outsiders Views
The First All Glass Elevator in the World, 1956
 Thinking Out of The Box
Your challenge is to draw four straight lines one
after another without lifting the pencil which go
through the middle of all of the dots.
 Strategic Thinking
These are 9 stones laid out on the floor. Can
you join up all the stones with 3 straight sticks?
The sticks are to be interconnected.
Make a strategic move

Your mental
fence.
Your common
nonsense
Why is it Difficult?
NBOS?... Perbincangan selepas ini

Welfare
of the
People