Blue ocean strategy for market development of melody kindyland™
| dc.contributor.author | Chin Heng, Lim | |
| dc.date.accessioned | 2015-09-23T04:27:21Z | |
| dc.date.available | 2015-09-23T04:27:21Z | |
| dc.date.issued | 2009 | |
| dc.description.abstract | Melody Kindyland™, an early childhood education service provider since 1992, a well-known brand name in Penang, captures the largest market share in Penang. The company has enjoyed tremendous growth for the past seventeen years, however the top management foresees the challenges to maintain such good record as the market is becoming more competitive. Therefore the top management of Melody Kindyland™ felt an urgent need to develop a new strategic direction to sustain the continuous business growth and profitability in the future. SWOT analysis and PEST analysis were utilized to understand the company current status quo through internal brainstorming meetings. Blue Ocean Strategy (BOS) was introduced and recommended for this case. A new value curve (strategy canvas) was created according to the analytical tools and framework suggested by Kim and Mauborgne (2004). The study outcome recommended Melody Kindyland™ to expand its current business to the other states, priority on Selangor and Johor as the mean monthly household income was similar or higher than those in Penang and also its high in population. In other words, the affordability of the population using the company service was available in these two states. Besides that, the new value curve based on Blue Ocean Strategy emphasizes on friendly service, love culture and parents' training, became the new strategy for the company to pursue in its business expansion plan. This is a great strategy as it fulfilled the criteria of focus, divergence and compelling tagline. The new tagline will be "The Place Children Love to Stay, Parents Love to Go .... ". Few recommendations were suggested to Melody Kindyland™ for successful execution of the Blue Ocean Strategy. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/1200 | |
| dc.language.iso | en | en_US |
| dc.subject | Market development | en_US |
| dc.subject | Melody kindyland™ | en_US |
| dc.title | Blue ocean strategy for market development of melody kindyland™ | en_US |
| dc.type | Thesis | en_US |
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