Creative Management and Marketing

You have two tasks:

1) Report (800 words)

For the blue ocean curve of a strategy canvas, define the meaning of a) Focus; b) Divergence; and c) Tag line.

You are required to develop a strategy canvas which should have at least two curves (1) Red Ocean value curve (existing industry) (2) Blue Ocean value curve (new industry curve). Use the critical success factors (CSFs) identified for the industry and create 3 x CSF's for each perspective = 15 CSF's in total.

Now apply your blue ocean idea to the strategy canvas. Using focus, divergence and tagline, critically evaluate why YOUR IDEA is a blue ocean strategy. This evaluation should first be done from the perspective of your chosen industry.

Appendix - Creative Sketches

Choose ONLY 1 of the 5 perspectives: (A, B, C, D or X). Using that perspective's 3 x CSF's, now draw 2 x sketches for each CSF - one blue ocean sketch and one red ocean sketch = 6 x sketches in total.

These drawings should - demonstrate pictorially the difference for each CSF between your red and blue industry curves. Individual originality being sought here. All three CSFs should have (1) Before (Red Ocean) and (2) After (Blue Ocean) sketch provided that clearly captures the differences between the two industries. You can briefly explain the differences using 1 or 2 sentences (make this as brief as possible).

This assignment is designed to assess the following learning outcomes:

- Exploring their external business environments - such as their industry networks - in novel ways that maximise value to customers in global markets

- Developing creative organisational climates that will encourage the implementation of new internal processes and the learning of new skills

- Understanding networks and relationship marketing techniques that provide sources for new ideas - both downstream and upstream

- Demonstrating both entrepreneurial (growth in small firms) and intrapreneurial (renewal/transformation in large organisations) behaviour.