Competitive Strategy. Blue Ocean Strategy for a German Coffee Start-Up Company

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Problem Statement
• Objectives of the Thesis
• Methods of Research
• Structure of the Thesis
• Concepts and Tools of the Blue Ocean Strategy
• Concepts of the Blue Ocean Strategy
• Blue Oceans
• Value Innovation
• Tools of the Blue Ocean Strategy
• Strategy Canvas
• Six Paths Framework
• Three Tiers of Noncustomers
• Four Actions Framework and ERRC-Grid
• Looking Across the Competition of the German Coffee Market
• The Status Quo of the German Coffee Market
• Structure Analysis of the German Coffee Market
• Competitor Analysis of the German Coffee Market
• Customer Analysis of the German Coffee Market
• The Conceptual Development of a Blue Ocean Strategy for Bonaverde
• The Current Strategy Canvas of the German Coffee Market
• Bonaverde's Paths to Reconstruct the Boundaries of the German Coffee Market
• The Noncustomers of the German Coffee Market
• Bonaverde's Four Actions Framework and ERRC-Grid
• The Future Strategy Canvas of Bonaverde
• Challenges and Countermeasures for Bonaverde
• Challenges for Bonaverde
• Countermeasures to Improve Bonaverde's Blue Ocean Strategy
• Conclusion
• Results of Investigation
• Outlook

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the concept of Blue Ocean Strategy and its application to a German coffee start-up company, Bonaverde. The study aims to develop a conceptual Blue Ocean Strategy for Bonaverde, considering the competitive landscape of the German coffee market. The key themes explored in the thesis are:

• Blue Ocean Strategy and its concepts
• Tools and frameworks of Blue Ocean Strategy
• Analysis of the German coffee market
• Development of a Blue Ocean Strategy for Bonaverde
• Challenges and countermeasures for implementing the strategy

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: The introduction presents the problem statement, outlining the need to develop a Blue Ocean Strategy for Bonaverde. It also defines the research objectives, methods, and structure of the thesis.
• Concepts and Tools of the Blue Ocean Strategy: This chapter explores the fundamental concepts of the Blue Ocean Strategy, including the creation of uncontested market space and value innovation. It also introduces key tools such as the Strategy Canvas, Six Paths Framework, Three Tiers of Noncustomers, and the Four Actions Framework and ERRC-Grid.
• Looking Across the Competition of the German Coffee Market: This chapter analyzes the German coffee market, including its structure, competitors, and customer behavior. It further examines the current strategy canvas of the market and explores opportunities for Bonaverde to reconstruct the market boundaries through the application of Blue Ocean Strategy tools.
• Challenges and Countermeasures for Bonaverde: This chapter identifies challenges for Bonaverde in implementing the proposed Blue Ocean Strategy and proposes countermeasures to overcome these hurdles.

Schlüsselwörter (Keywords)

The key terms and concepts central to this thesis include Blue Ocean Strategy, value innovation, strategic canvas, noncustomers, ERRC-Grid, German coffee market, Bonaverde, and competitive advantage. The research focuses on applying these concepts to create a successful Blue Ocean Strategy for a German coffee start-up, considering the specific context of the German coffee market.