BLUE OCEAN STRATEGY
Blue Ocean Strategy, developed by W. Chan Kim and Renée Mauborgne, essentially transforms a company from a market facing many competitors in a saturated market, into a company in a unique, un-saturated market through the four step process:
- Which factors should be raised well above the industry’s standard?
- Which factors should be reduced well below the industry’s average?
- Which factors should be created that the industry has never offered?
- Which of the factors that the industry takes for granted should be eliminated?
Here's where I assessed Chipotle's current standing and found a new market opportunity, the Mexican dessert market, for Chipotle to differentiate themselves from their competitors, thus entering the Blue Ocean. By adding a Mexican dessert such as churros, empanadas, and horchata Chipotle would enter a new market as a healthy, fast-food styled Mexican restaurant offering fresh desserts.
I then created this mock-advertisement for a Chipotle churro, aligning with their current aesthetic / poster style.