As there are four big players so called integrators and many local small and medium sized companies in the German Courier, Express and Parcel (CEP) market, this thesis shall investigate if it is possible to create blue oceans within the defined market. Furthermore it is investigated what kind of strategies are needed to sell at increased pricing levels in a matured market environment like the German CEP industry.
It shall provide a summary of established corporate strategies in comparison to the new strategic management approach of blue ocean strategy. The main objective is to investigate current levels of competition within the German CEP market via the research of CEP market leaders in each segment to finally develop a blue ocean strategy concept.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Problem Statement
- 1.2 Objective
- 1.3 Research Method
- 1.4 Relevance of the Topic
- 1.5 Structure of the Work
- 2 Theories and Concepts of Strategy
- 2.1 Strategy
- 2.1.1 Definition of Term
- 2.1.2 Goals and Purpose
- 2.2 Market-Based View according to Porter
- 2.2.1 Porter's Five Forces
- 2.2.2 Generic Competitive Strategies
- 2.3 Resource-Based View and Core Competence
- 2.3.1 Resource-Based Approach
- 2.3.2 Core Competence Approach according to Prahalad and Hamel
- 3 Fundamentals of Blue Ocean Strategy
- 3.1 Framework
- 3.2 Red Ocean vs. Blue Ocean
- 3.3 Value Innovation
- 3.4 Six Principles of Blue Ocean Strategy
- 4 Formulation and Execution of Blue Ocean Strategy
- 4.1 Analytical Tools and Frameworks for Formulation
- 4.1.1 Strategy Canvas
- 4.1.2 Four Actions Framework
- 4.1.3 ERRC Grid
- 4.1.4 Strategy Characteristics
- 4.2 Formulation Principles
- 4.2.1 Search Risk
- 4.2.2 Planning Risk
- 4.2.3 Scale Risk
- 4.2.4 Business Model Risk
- 4.3 Execution Principles
- 4.3.1 Organizational Risk
- 4.3.2 Management Risk
- 4.4 Successful Examples of Blue Oceans
- 4.4.1 Ford Model T
- 4.4.2 CJ-Global Logistics Service
- 5 General Information about the CEP Market
- 5.1 CEP Market in General
- 5.1.1 Courier
- 5.1.2 Express
- 5.1.3 Parcel
- 5.2 CEP Market in Germany
- 5.2.1 Market Leaders
- 5.2.2 Trends in B2B
- 5.2.3 Trends in B2C
- 6 Blue Ocean Strategy applied in German CEP Market
- 6.1 Status Quo Analysis of Industry Determinants
- 6.2 Status Quo Analysis of Competition
- 6.2.1 DHL
- 6.2.2 UPS
- 6.2.3 TNT
- 6.2.4 Determinants according to Helmke
- 6.3 Classification of Data
- 6.3.1 Price
- 6.3.2 Speed
- 6.3.3 E-solutions
- 6.3.4 Value Added Services
- 6.3.5 Level of Surcharges
- 6.3.6 Reaction Time
- 6.3.7 Professionalism
- 6.4 Strategy Canvas applied
- 6.5 Analysis to Formulate Blue Oceans in the German CEP Market
- 6.5.1 Application of Four Actions Framework
- 6.5.2 Application of ERRC Grid
- 6.6 Strategy Characteristics applied
- 7 Results, Critical Analysis and Recommendation
- 7.1 Summary of Findings
- 7.1.1 Opportunities
- 7.1.2 Threats
- 7.2 Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This bachelor thesis aims to develop a Blue Ocean Strategy concept for the German Courier, Express, and Parcel (CEP) market. It investigates existing strategic frameworks and applies them to analyze the competitive landscape and identify opportunities for value innovation.
- Blue Ocean Strategy framework and its applicability
- Analysis of the German CEP market
- Competitive analysis of major players (DHL, UPS, TNT)
- Identification of potential blue ocean opportunities
- Development of strategic recommendations
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage for the thesis by outlining the problem statement, which centers on the competitive intensity of the German CEP market and the need for innovative strategies. It defines the objective, which is to develop a Blue Ocean Strategy for this market. The chapter also details the research methodology, highlighting its relevance, and provides a roadmap of the thesis structure. It lays the groundwork for subsequent chapters by establishing the context and scope of the research.
2 Theories and Concepts of Strategy: This chapter provides a theoretical foundation by defining strategy and exploring different strategic viewpoints, namely the Market-Based View (MBV) and the Resource-Based View (RBV). Porter's Five Forces and generic competitive strategies are examined within the MBV framework, while the RBV introduces core competencies and resource-based approaches. These concepts are crucial for understanding competitive dynamics and informing the application of Blue Ocean Strategy in later chapters.
3 Fundamentals of Blue Ocean Strategy: This chapter delves into the core principles of Blue Ocean Strategy (BOS), contrasting it with the traditional "red ocean" approach. It explores the concepts of value innovation, the framework for creating blue oceans, and the six principles for successful implementation. This lays the theoretical groundwork for the practical application of BOS in the analysis of the German CEP market.
4 Formulation and Execution of Blue Ocean Strategy: This chapter presents analytical tools and frameworks for formulating and executing a Blue Ocean Strategy. It focuses on the Strategy Canvas, the Four Actions Framework, and the ERRC Grid, explaining how these tools can be used to identify and create new market spaces. It also discusses the associated risks involved in the formulation and execution phases, offering insights into potential challenges and solutions.
5 General Information about the CEP Market: This chapter provides an overview of the CEP market globally and specifically in Germany. It defines the different segments within the market (courier, express, parcel) and examines current market leaders and relevant trends in both business-to-business (B2B) and business-to-consumer (B2C) sectors. This context is crucial for understanding the competitive environment which forms the backdrop for the subsequent Blue Ocean Strategy development.
6 Blue Ocean Strategy applied in German CEP Market: This chapter applies the theoretical frameworks from earlier chapters to the German CEP market. It begins with a status quo analysis of industry determinants and a competitive analysis of key players like DHL, UPS, and TNT. It further classifies data points such as price, speed, and e-solutions, using the strategy canvas, the four actions framework and the ERRC grid to identify potential areas for blue ocean creation. This section represents the core analysis and application of the thesis's research.
Schlüsselwörter (Keywords)
Blue Ocean Strategy, German CEP Market, Competitive Analysis, Value Innovation, Porter's Five Forces, Resource-Based View, Market-Based View, DHL, UPS, TNT, Strategy Canvas, Four Actions Framework, ERRC Grid, Value Added Services, B2B, B2C.
Frequently Asked Questions: Blue Ocean Strategy in the German CEP Market
What is the main topic of this document?
This document is a comprehensive preview of a bachelor thesis focusing on developing a Blue Ocean Strategy concept for the German Courier, Express, and Parcel (CEP) market. It analyzes the competitive landscape, identifies opportunities for value innovation, and provides strategic recommendations.
What are the key themes explored in this thesis?
The key themes include the applicability of the Blue Ocean Strategy framework, analysis of the German CEP market, competitive analysis of major players (DHL, UPS, TNT), identification of potential blue ocean opportunities, and the development of strategic recommendations.
What theoretical frameworks are used in this analysis?
The thesis utilizes the Blue Ocean Strategy framework, Porter's Five Forces (Market-Based View), the Resource-Based View, and analytical tools such as the Strategy Canvas, the Four Actions Framework, and the ERRC Grid.
Which companies are analyzed in the competitive analysis?
The competitive analysis focuses on the major players in the German CEP market: DHL, UPS, and TNT.
What aspects of the German CEP market are considered?
The analysis considers various aspects of the German CEP market, including market trends in both B2B and B2C sectors, market segmentation (courier, express, parcel), and key performance indicators like price, speed, e-solutions, value-added services, reaction time, and professionalism.
What is the objective of this thesis?
The objective is to develop a viable Blue Ocean Strategy concept for the German CEP market by identifying and analyzing untapped market opportunities and formulating actionable strategic recommendations.
What are the key findings and recommendations of the thesis?
The thesis summarizes its findings regarding opportunities and threats in the German CEP market and provides specific strategic recommendations based on the applied frameworks. Details on specific opportunities and threats are found in the complete thesis document.
What is a Blue Ocean Strategy and how is it applied here?
A Blue Ocean Strategy involves creating uncontested market space and making the competition irrelevant. In this thesis, it's applied by analyzing the current competitive landscape of the German CEP market, identifying areas where value innovation can be achieved, and developing a strategic plan to capitalize on these opportunities.
What are the chapter summaries?
The document provides detailed summaries for each chapter, outlining the content and purpose of each section. These summaries cover the introduction, theoretical background, Blue Ocean Strategy fundamentals, formulation and execution, market overview, application to the German CEP market, and finally, results, analysis, and recommendations.
What are the keywords associated with this thesis?
The keywords include Blue Ocean Strategy, German CEP Market, Competitive Analysis, Value Innovation, Porter's Five Forces, Resource-Based View, Market-Based View, DHL, UPS, TNT, Strategy Canvas, Four Actions Framework, ERRC Grid, Value Added Services, B2B, and B2C.
- Quote paper
- Christopher Engel (Author), 2013, Development of a Blue Ocean Strategy Concept. Perspective from German Courier, Express and Parcel (CEP) Market, Munich, GRIN Verlag, https://www.grin.com/document/468317
