Author(s): KIM, W. Chan, MAUBORGNE, Renée, PIPINO, Mélanie
The case entitled “Compte-Nickel: Creating new demand in the retail banking sector” explains how Compte-Nickel founded a blue ocean in the crowded French retail banking sector by identifying noncustomers and developed a strategy to attract them. The case shows that traditional banks focused on developing financial technology to make their offerings more appealing whereas Compte-Nickel created a blue ocean by looking at the noncustomers the other banks ignored: low income earners and people facing financial exclusion. Creating substantive blue ocean businesses requires companies to look to noncustomers instead of concentrating on existing customers: this is a core foundation of value innovation. Rather than focus on customer differences businesses need to break the cost-value tradeoff by increasing buyer value while decreasing cost. This reorientation allows companies to reach beyond existing demand to unlock a new mass of customers that did not exist in the traditional market.
With this case, participants will learn to use four blue ocean strategy analytic tools: