Compte-Nickel: Creating New Demand in the Retail Banking Sector
Author(s): KIM, W. Chan, MAUBORGNE, Renée, PIPINO, Mélanie
The case entitled “Compte-Nickel: Creating new demand in the retail banking sector” explains how Compte-Nickel founded a blue ocean in the crowded French retail banking sector by identifying noncustomers and developed a strategy to attract them. The case shows that traditional banks focused on developing financial technology to make their offerings more appealing whereas Compte-Nickel created a blue ocean by looking at the noncustomers the other banks ignored: low income earners and people facing financial exclusion. Creating substantive blue ocean businesses requires companies to look to noncustomers instead of concentrating on existing customers: this is a core foundation of value innovation. Rather than focus on customer differences businesses need to break the cost-value tradeoff by increasing buyer value while decreasing cost. This reorientation allows companies to reach beyond existing demand to unlock a new mass of customers that did not exist in the traditional market.
With this case, participants will learn to use four blue ocean strategy analytic tools:
- The Buyer Utility Map, which helps to think from a demand-side perspective,
- The Eliminate-Reduce-Raise-Create Grid, which helps focus on which key factors of competition to eliminate, reduce, raise, and create to unlock a new blue ocean,
- The Strategy Canvas, the central diagnostic tool that graphically captures, in one simple picture, the current strategic landscape and a new blue ocean strategy,
- And the Blue Ocean Idea Index, a tool that analyses whether the new blue ocean strategy is commercially viable or not.
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