Category Archives: Blue Ocean Strategy

A lesson about business model agility from India’s Amazon

FlipKart is India’s Amazon. Launched in 2007, Flipkart followed the Amazon growth curve initially. The founders are former Amazon employees and oddly enough the first book they sold was “Leaving Microsoft to change the world”. Flipkart is doing just that in the Indian market. The Indian market is challenging and has a plethora of problems that Flipkart has had to confront. Flipkart have not only navigated around these problems successfully but have also grown impressively in the past 5 years.
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Judo Business Strategy

judoI’ve been exposed to various business strategies employed by big businesses. They range from head-on battles like price wars to buy outs and hiring the competitors’ management teams. While these strategies might work for incumbents, a new player entering an established market cannot opt for any of the battles mentioned above – quite simply they just don’t have the financial clout to do so. However, there is a way the smaller players can make a dent and create market share for themselves – by employing the Judo strategy.

What is the Judo strategy? In a nutshell it uses the incumbents’ size and position against itself to carve out a niche for itself. This can be done by creating a new value curve, finding a blue ocean all while being nimble and agile.  By operating “under the radar” you can quite easily go unnoticed, lap up market share before the behemoths of the industry realize what happened. So how does it work?
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