The objective of this thesis is the conceptual development of the blue ocean strategy for the start-up company "Bonaverde" from Berlin. The Blue Ocean Strategy (BOS) is a holistic approach for the systematic development of profitable business models to capture new markets. The concept of the BOS was developed by W. Chan Kim and Renée Mauborgne, university professors at INSEAD Business School. It is the result of fifteen years of investigation, analysing successful companies and their abortive competitors.
Coffee is a brewed, caffeinated beverage prepared from roasted and ground coffee beans, which are the seeds of the berries from the Coffea plant. From the region of origin, Kaffa in Ethiopia, over Arabia which has traditionally enjoyed a monopoly position in former days, the coffee finally reached Europe. Only affordable for well-off citizens and aristocrats at one time, coffee has become the most popular beverage in the world by now.
Today, coffee is grown in more than 70 countries, mainly in regions near the equator such as South America, Southeast Asia, India and Africa. There, the beans are picked, dried and cleaned. The green coffee beans belong to the most valuable and most traded agricultural commodities in the world. About 8.9 million tonnes of raw coffee are annually exported from developing to developed countries.
Table of Contents
1 Introduction
1.1 Problem Statement
1.2 Objectives of the Thesis
1.3 Methods of Research
1.4 Structure of the Thesis
2 Concepts and Tools of the Blue Ocean Strategy
2.1 Concepts of the Blue Ocean Strategy
2.1.1 Blue Oceans
2.1.2 Value Innovation
2.2 Tools of the Blue Ocean Strategy
2.2.1 Strategy Canvas
2.2.2 Six Paths Framework
2.2.3 Three Tiers of Noncustomers
2.2.4 Four Actions Framework and ERRC-Grid
3 Looking Across the Competition of the German Coffee Market
3.1 The Status Quo of the German Coffee Market
3.1.1 Structure Analysis of the German Coffee Market
3.1.2 Competitor Analysis of the German Coffee Market
3.1.3 Customer Analysis of the German Coffee Market
3.2 The Conceptual Development of a Blue Ocean Strategy for Bonaverde
3.2.1 The Current Strategy Canvas of the German Coffee Market
3.2.2 Bonaverde’s Paths to Reconstruct the Boundaries of the German Coffee Market
3.2.3 The Noncustomers of the German Coffee Market
3.2.4 Bonaverde’s Four Actions Framework and ERRC-Grid
3.2.5 The Future Strategy Canvas of Bonaverde
4 Challenges and Countermeasures for Bonaverde
4.1 Challenges for Bonaverde
4.2 Countermeasures to Improve Bonaverde’s Blue Ocean Strategy
5 Conclusion
5.1 Results of Investigation
5.2 Outlook
Research Objectives and Core Themes
This thesis aims to develop a conceptual Blue Ocean Strategy for the German start-up Bonaverde. The research investigates whether this strategic approach can enable the company to bypass the intense competition in the established German coffee market and identify potential for growth by creating new market space.
- Blue Ocean Strategy (BOS) concepts and analytical tools.
- Market structure and competition analysis of the German coffee industry.
- Development of a future-oriented strategy canvas for Bonaverde.
- Identification of business challenges and strategic countermeasures.
- Evaluation of the viability of radical innovation in a mature oligopoly.
Excerpt from the Book
Path 1: Looking Across Alternative Industries of the Coffee Industry
Visiting a restaurant, customers usually are provided with a wine card followed by a detailed recommendation by a sommelier on what wine fits the best to the occasion and the ordered food. Aspects which matter in this context are the type of the grape e.x. white or red, the country and the region of the cultivation, the year of the picking since some vintages are particularly treasured, the time of the picking which defines the maturity level of the grape, the nature and the duration of the fermentation process of the grape as well as the storage of the wine which affects the formation of the flavour which goes along with the assumption the elder a wine the better it will be. Before serving, the wine is decanted to set the aroma free and is then served at a certain temperature in special glasses suitable for the chosen wine. The consumption itself is celebrated and the wine is enjoyed with all senses. It is checked regarding its colour, its smell and its taste which is then subject to intense discussions between the wine connoisseurs. In contrast, ordering a coffee is an easy and fast job although there are clear parallels between coffee and wine. Therefore, Bonaverdes seeks to let the consumption of coffee become an experience similar to the consumption of wine.
Chapter Summaries
1 Introduction: This chapter defines the research problem within the competitive German coffee market and outlines the methodology used to analyze Bonaverde’s potential strategic direction.
2 Concepts and Tools of the Blue Ocean Strategy: This section introduces the theoretical framework of the Blue Ocean Strategy, detailing tools such as the Strategy Canvas and the Four Actions Framework.
3 Looking Across the Competition of the German Coffee Market: This chapter conducts a detailed analysis of the German coffee market, applies Blue Ocean tools to Bonaverde, and develops a future strategy canvas.
4 Challenges and Countermeasures for Bonaverde: This section identifies the operational and strategic hurdles Bonaverde faces and proposes adjustments to ensure the company's long-term viability.
5 Conclusion: The final chapter synthesizes the research findings, answers the central research questions, and provides an outlook on the applicability of Blue Ocean strategies for new entrants.
Keywords
Blue Ocean Strategy, Value Innovation, Bonaverde, German Coffee Market, Competitive Strategy, Strategy Canvas, ERRC-Grid, Noncustomers, Differentiation, Cost-leadership, Market Boundaries, Start-up, Sustainability, Supply Chain, Business Model
Frequently Asked Questions
What is the primary focus of this thesis?
The work focuses on the conceptual application of the Blue Ocean Strategy to a specific German coffee start-up, Bonaverde, aiming to navigate a highly competitive market.
What are the central topics discussed in the research?
The research covers strategic management theory, the specific structure of the German coffee industry, non-customer identification, and the practical challenges of technological innovation in business.
What is the overarching research question?
The core question is whether a Blue Ocean Strategy can effectively enable Bonaverde to break away from the intense competition present in the German coffee market.
Which scientific methods are utilized?
The study employs a theoretical review of strategic literature (Porter, Kim & Mauborgne) combined with secondary data analysis of the coffee industry and an application of proprietary Blue Ocean frameworks.
What content is covered in the main body?
The main body examines the status quo of the coffee market, reconstructs market boundaries using the Six Paths Framework, and tests the viability of the proposed strategy through a challenges and countermeasures analysis.
Which keywords characterize this work?
Key terms include Blue Ocean Strategy, Value Innovation, Bonaverde, market boundaries, start-up, and competitive differentiation.
Why is the "Six Paths Framework" significant for Bonaverde?
It helps the company look beyond traditional industry boundaries—for example, by comparing the coffee experience to the wine industry—to find new ways to generate customer value.
What are the key findings regarding Bonaverde's success?
The conclusion suggests that while the initial vision was ambitious, the practical execution encountered significant challenges, such as technological issues and logistical complexities, which necessitated a strategic shift.
- Arbeit zitieren
- Anne-Kathrin Skrydlo (Autor:in), 2018, Competitive Strategy. Blue Ocean Strategy for a German Coffee Start-Up Company, München, GRIN Verlag, https://www.grin.com/document/1027155
