ENTE 3506/BLEX 3006 Creative Management and Marketing Assignment

ASSIGNMENT 1 – INDIVIDUAL REPORT
FOR ALL ENTE 3506 STUDENTS: BRIEFING FOR INDIVIDUAL REPORT
DEVELOPING YOUR BLUE OCEAN CONCEPT – WEIGHTING 50%

BRIEF METHOD
This report is designed to help you understand the practical
aspects of developing a blue ocean strategy and steps
undertaken to compile a strategy canvas. You will need to
report on a blue ocean idea that you have developed during
your seminars.
Please MAKE SURE THAT YOU HAVE AGREED WITH
YOUR TUTOR ON YOUR BLUE OCEAN INDUSRTY AND
IDEA.
You have two tasks:
1) Report (800 words)
For the blue ocean curve of a strategy canvas, define the
meaning of a) Focus; b) Divergence; and c) Tag line.
You are required to develop a strategy canvas which should
have at least two curves (1) Red Ocean value curve (existing
industry) (2) Blue Ocean value curve (new industry curve).
Use the critical success factors (CSFs) identified for the
industry (minimum 10-maximum15).
Now apply your blue ocean idea to the strategy canvas.
Using focus, divergence and tagline, critically evaluate why
YOUR IDEA is a blue ocean strategy. This evaluation should
first be done from the perspective of your chosen industry.

2) Appendix – Creative Sketches
Now choose THREE Critical Success Factors from either
Perspectives (A, B, C, D or X) (the 3 CSFs should be from
same perspective. In SIX SKETCHES – two for each CSF –
demonstrate pictorially the difference for each CSF between
your red and blue industry curves. Individual originality being
sought here. All three CSFs should have (1) Before (Red
Ocean) and (2) After (Blue Ocean) sketch provided that
clearly captures the differences between the two industries.
You can briefly explain the differences using 1 or 2 sentences
(make this as brief as possible).
Task 1 brief submitted in
week 6.
UPLOAD WRITTEN REPORT
UPLOAD A SCREEN SHOT
OF THE STRATEGY CANVAS
INCLUDE SKETCHES IN UP
TO THREE APPENDICES TO
THE REPORT

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