The Canvas Strategy Analysis

Canvas strategy is the framework for action once the diagnosis strategy to build the two functions (Kim and Mauborgne, 2005). First, he summarizes the latest situation in the market space that is known. This allows companies to understand where the competition is currently underway, to understand the factors that are made in the arena of competition, products, services and understand what consumers are obtained from competitive bidding in the market. In the case of airline industry are eight key factors, the price of plane tickets, food, leisure space, seating class choices, connectivity Hub, friendly service, speed and departure from city-to-city that it's correct. Southwest Airlines created a blue ocean with a recent dilemma that the exchange must be made between consumers and aspects of the flight speed and flexibility of cost-efficient transportation car. To create a blue ocean Southwest Airlines offers high-speed transport with the flexibility regarding the frequency of flights and that many with attractive price for buyers. By reducing certain factors in the competition and improve other factors in the traditional airline industry, and do not forget the factors that create new industries based on alternative transportation car. Southwest Airlines is able to offer a value that has not been there before for users of air services and achieving value with a leap business model with low cost. The curve of the value of Southwest Airlines are uniquely different from the curve value of the competitors in the Canvas strategy.
These factors are considered important element in a campaign the company in a very tight competition. Thus the basic structure of the company based on market perception. On the vertical axis of Canvas strategy, which summarizes the level of consumer demand which is found in all competitions was the main factor. Score high marks a company bidding to provide more to consumers, while signaling that the company spent more investment in these factors. In the case of price, a higher score indicates a higher price. We can now offer sophisticated mapping the company on these factors to understand the profile companies or strategic value curve. Value curve, the basic components of the strategy canvas, is a graphical representation of the relative performance of the company regarding the factors of competition in the industry. To be able to launch the company to track the growth of a strong and profitable in the midst of the industry, not many useful when making comparisons with competitors and try to overcome them by bidding more or less. Such a strategy could increase consumer interest in, but will not encourage companies to open space that there is no market competitors. Conducting in-depth consumer research also not useful to create a blue ocean. Kim and Mauborgne research found that consumers rarely can imagine how to create a market space that are not competitors. Insight they also tend to lead to the old expression "Offer me more with a cheaper price." And, that consumers want to get more "many" are features of products and services offered on this industry. To fundamentally change the canvas of a strategy industry, companies must start by directing the focus back to the strategy of competitors alternative, and not from consumer to consumer industry. To pursue high value once a low cost, companies must be against the old logic: collate competitors in the field and choose the differentiation between the leadership or the costs. When the company's strategy to shift the focus from competition to the current direction of alternative and non-consumers, the company will be understanding how medapatkan The problem faced by the industry and, therefore, to reconstruct the elements of value that buyers are along the boundaries of the industry. Conversely, the conventional logic strategy demanded the company offers a better solution than that offered competitors the company for the problems that have been defined by the industry where companies are.