Defining the blue ocean strategy for language learning products (asoontar) and evaluating its utility based on blue ocean idea (BOI) index

Language learning products (asoontar) had been generated based on strategic thinking and are being prepared to enter the market. Since there is an intense competition in this filed, thisresearch tries to introduce a business model to generate a new place in market for this products. In this research we analyzed the overall condition of industry through investigation of two maincompetitors and the obtained results are shown on strategy designation panel. Based on classification of main competition factors in industry and introduction of appropriate solution todevelop a business model based on blue ocean strategy , we defined 4 main operations (remove, decrease, increase, creation) for attaining innovation in value chain. We defined business modelby means of gathered information until current level. In this phase we should estimate utility ofproducts based on blue ocean idea (BOI) index , so we surveyed potential customers for these products and evaluated average differences toward society , the results show that the introducedmodel have required utility on two aspects of cost and price utility but in two other aspects of utility (customer and selection), it does not have enough solidity to apply it on operational levelalthough it has above average utility. Therefore it is suggested that before putting the business idea in execution , we perform more complete research on realization of proper marketing strategy to remove current problems.

کلیدواژه ها:

blue ocean strategy ، customer s utility ، non-customers ، strategic price ، targeted cost