The design of blue ocean strategy: case study (sugar factory in Torbat Heydarieh)

The new attitudes in strategic management science imply that it can be created uncompetitive market and gained profit by innovation in value. This was called blue ocean by Chan Kim and Renee Mauborgne in 2005 .The primary aim of article is to investigate the importance and role of blue ocean strategy in making strategic changes in sugar factory and creating a place without any rival . Thus the major factors in competition are indentified and strategy habitat depicted in current situation and strategy situation of blue ocean. The internal and external environment were analyzed by SWOT matrix , weaknesses and strengths determined and eventually strategies were indentified. The priority of strategies was determined by ANP network analysis as well .

Keywords:

strategic management , red and blue ocean strategy , innovation in value ANP , SWOT