The Awakening In The Fast Food Industry

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Awakening is the process to analysis the current market in the industry. In the awakening process, we will recognize the several factors that competed and invest in the fast food industry. Awakening is one of the processes for formulating the blue ocean strategy. The strategy canvas is actually the awakening process. It gives the information that can be used to develop more factors that not yet exist. Exploration: Reconstruct Market Boundaries After the awakening process, the company needs to reconstruct market boundaries. As in the introduction, there are 6 pathways to reconstruct the market boundaries. Table 2 shows the list of the pathways to reconstruct the market boundaries. The first one is across the alternate industry. The companies…show more content…
The example of the company is NABI. The organization needs to define the total solution buyers seek when they choose a product or services. They also need to think about what happens before, during and after the product is used. NABI is a bus company in North America. The company use buses made from fiberglass. The HealthyLicious fast food restaurant creates a fun and also relaxing environment for the customer because they can buy and enjoying their meal at the restaurant without need to go to another place to eat the meals. For those who want to eat during reading a book, they can do so in the relaxing section that has been provided in the…show more content…
The example of the company that using this type of pathway are iTunes and Youtube. In 1999, Napster started online music file sharing service. In 2003, Apple launch iTunes online music store and 2 billion illegal music files were being traded every month. Using this strategy, iTunes had sold 20 million songs on Dec 25, 2007. YouTube is a video sharing website for upload, view and share video clips. User can post video “responses” and subscribe to content feeds. YouTube is being created in the middle of February 2005 by three former PayPal employees. YouTube is using Adobe Flash technology to display a wide variety of user-generated video content. It’s been acquired by Google in November 2006 for $1.6B. As of April 2008, hosting 83.4 million videos and 3.75 million user channels more than 100 million videos were being watched every day. YouTube creates many factors to satisfy its customer such as ease of use technology, FLV technology, ready-made website, social networking and video tags and search. There are characteristics of a good strategy which are focused, divergence and compelling tagline. The tagline for the HealthyLicious fast food restaurant is “Your health is our

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