May 24 2008
Boasting As Blue Ocean Company
Recently I responded to an advertisement on newspaper about a seminar on blue ocean strategy. The ad claimed to show us the blue ocean strategy for Malaysian businesses. I overlooked the fact that the ad did not contain the organizer name.
I ended up attending an MLM-like business opportunity meeting (though technically it’s not MLM). I was ushered into the hall and was taken care by a special “consultant” assigned to me.
I expected to learn something about blue ocean strategy. But throughout the three-hour session, they kept talking about their products, company background and marketing plan. All they knew about blue ocean strategy was to keep saying that they are a blue ocean company!
I got fed up and left the meeting before it ended. Well, at least tell me what made them a blue ocean company. But I may be wrong. They may have taught us about blue ocean strategy at the end. Anyway, I don’t feel they are anything like a blue ocean company.
But to be fair to them, the way they recruit new members is quite attractive to business people, who are their target group and who are likely to be attracted to the famous blue ocean strategy, though some people could feel cheated after attending. Their business model is also quite unique, harnessing the benefits of MLM yet not an MLM company. Other than that, I feel their products are ordinary and competing with many other similar ones.
I don’t understand their blue ocean strategy - how they have raised or created new value for customers and lower their costs by eliminating unnecessary buyer values. I also feel they seem to sell their products more to members than to end-customers. Maybe they have identified members as their “target non-customers” to be converted into customers according to blue ocean strategy. But do you think this is healthy practice?
The consultant called me up later. Here’s a summary:
Consultant: Why did you leave early?
Me: I didn’t get what I want - to learn about blue ocean strategy as advertised.
Consultant: But we have shown you we are a blue ocean company!
Me: The seminar is all about your company, not about blue ocean strategy.
Consultant: Yes it’s about a business opportunity with a blue ocean company!
Me: Tell me what you know about blue ocean strategy.
The consultant changed topic and never called again…
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