Blue Ocean Strategy of Starbucks

PROJECT REPORT

ON

“BLUE OCEAN STRATEGY – ITS RELEVANCE IN THE CORPORATE AND MEDIA BEHAVIOUR”

SUBMITTED BY:

KHOT NAVMEEN IKHLAK

UNDER THE GUIDANCE OF

PROF.  TARVEEN BINDRA

BACHELOR OF MANAGEMENT STUDIES

(BMS)

UNIVERSITY OF MUMBAI

2013-2014

AIM: To study the scope of The Blue Ocean Strategy with context to Indian firms and the effects of the strategy on Media and Human behavior.

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OBJECTIVES:

• To study the scope of Blue Ocean Strategy (BOS) among Indian firms.
• To analyze the current position of Starbucks.
• To study the media behavior with the help of BOS.
• To study the after effects of media behavior on human nature.

RESEARCH METHODOLOGY:

Data collection:

Primary data: Questionnaire, Field visit

Secondary data: Internet, magazines, books, etc.

Sample size:

100 (General Public)

                 25 (Corporate)

Sampling Method:

Random sampling        : General Public

Deliberate sampling: Corporate

Data Interpretation:

Histograms, Pie Charts, Bar Graphs, etc.

Today’s market place is a bevy of cut-throat competition to the business players. Each one fights to survive and live a little bit more. All these warriors are sharks in the ocean and are thirsty for the blood of anyone who poses a threat in the form of competition for them. These sharks swim in a poodle of blood creating for themselves ‘Red Ocean’ of death with no scope of any substantial development. However, there are certain intelligent players in the business environment who remain absolutely unaffected by the competition. They sail in their own uncontested markets. They are the whales of their own ‘Blue Ocean’. Hence, their strategies adopted are famously known as ‘The Blue Ocean Strategy’.

The media professionals of today’s modern world have recognized this strategy as a sharp tool to capture the untapped personalities and events so as to create an unsought buzz and grab the eyeballs of the masses. This strategy used in this context touches sensitive human chords and altogether creates a new value for the event as well as the media. Both the revenue and the hype generated by the media were taken a notch higher as compared to many trivial events that never see the media’s ‘light’.