Blue Ocean Strategy For Jcdecaux

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Strategic Management Term Paper: JCDecaux by Echo Jin, Giuliano Clark, Helena Javitte, Gongliang Lee, Tomson Zhang, Linciln Zhao, Jana Mengel (Section 2, Group 2) Executive Summary – October 24th, 2011 JCDecaux, a well-known outdoor advertising company, experienced more than 50 years of growth and has never stopped pursuing innovation and sustainable development. In this paper we will analyse JCDecaux in depth, deploying technical tools such as SWOT analysis (section 2) and the TOWS Matrix (section 3), with the intent of demonstrating that JCDecaux’s current success is based on the successful planning and execution of a Blue Ocean Strategy (section 4). As shown in section 2, JCDecaux, like any company, has its own internal weakness and strengths, as well as external opportunities and threats which accompany the firm on its path to growth. JCDecaux continuously innovates and has a good business model, based on signing exclusive long-term contract with many government municipalities and transportation companies for advertising in many public areas like subway, bus bodies and bus shelters, airports etc. Technology provides a constant stream of new opportunities for JCDecaux and the chance of creating new products to attract more clients and customers, wheras the firm’s increasingly good sense of environment protection is strengthening its relationships with customers thanks to its series of green products. JCDecaux, however, faces criticism for not providing good working environment to its employees, furthermore it is hard for its clients (advertisers) to check up on the efficiency of their advertisement and on whether regular maintenance is performed. Further threats come from the economic downturn, vandalism and newly proposed industry regulatory measures. It must also be pointed out that local competitors are more familiar with local customs, culture,

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