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Master Thesis

La création d'une nouvelle offre de service : un moyen de diversifier les clients ainsi que de créer de la valeur et de l'attractivité pour la marque. Approche et regard critique de la stratégie de l'océan bleu par son application en TPE

Abstract : The explosion in tourism service offers is almost at its peak in Scotland and around the world, as there are so many alternative products or services. The offer of guided tours is saturated in Scotland and no longer succeeds in attracting new consumers in the face of too similar differentiations and too homogeneous offers of tours. But then, in the face of these market failures, how can you restore the attractiveness and value of your offer and brand to increase your number of potential and actual customers? The Blue Ocean Strategy, detailed by W. Chan Kim and R. Mauborgne in their book "Blue Ocean Strategy: how to create uncontested market space and make the competition irrelevant", partly addresses this issue. Through the creation of a new service offer (the (Day)tour surprise ) within the company E-City Chauffeur, we will show how the blue ocean strategy was attractive for this little company, whether it proved effective and whether it could be easily applied. The first part deals with the theoretical aspect of the blue ocean strategy through a critical approach. A second part, more operational, details the value-innovation created and probes its perception of value among consumers through market research; while a third part aims to highlight the possible repercussions of this new offer on communication, on the brand and the range of E-City Chauffeur.
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Master Thesis
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Manon Dubois. La création d'une nouvelle offre de service : un moyen de diversifier les clients ainsi que de créer de la valeur et de l'attractivité pour la marque. Approche et regard critique de la stratégie de l'océan bleu par son application en TPE. Gestion et management. 2019. ⟨dumas-02355182⟩

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