|29th IBIMA Conference
3 - 4 May 2017
A Researched Case Study on Blue Ocean Strategy Implementation.
media industry in Pakistan is rapidly growing. Their core business is
to plan, negotiate, buy and release advertisements for clients. Rivalry
is moderate and there are many new players. Supplier power is under
pressure and buyers can easily switch. Services offered are relatively
undifferentiated. Profitability is eroding under competitive pressure.
Traditional competitive strategy is creating a zero sum game of the
typical red ocean.
By adopting a reconstructive approach to strategy, Starcom MediaVest, looked at some non traditional industry offerings and created a different value proposition. Researched based media planning replaced assumption based buying. Agency commission replaced retainer fee and in house management trainee hiring replaced reference based hiring.