The Information

Building a Blue Ocean Strategy

Guide teams to analyze competitive space, identify noncustomers and design value innovation to open new growth opportunities.

Facilitator guiding communication skills for corporate management teams

Learners participating in training activities

Discussion in a corporate training program

Overview of an in-house corporate training class

Facilitator guiding learners through practice

Group photo of learners at the end of the course

Table of Contents

The Introduction
Training Objectives
Target Participants
The Content
Training Methodology
Class Information
Learning Materials & Certification
Faculty Team
Masterskills Profile
Representative Clients

1. The Introduction

When businesses compete on similar factors, differentiation declines and the cost of competition increases. Blue ocean thinking focuses on redesigning customer value rather than merely trying to outperform competitors within the existing market structure.

The course helps learners use the Strategy Canvas to view competitive factors, discover noncustomer groups and apply the ERRC framework to eliminate, reduce, raise and create value elements. Learners practice building a new value curve linked to feasibility.

The “Building a Blue Ocean Strategy” program focuses on forming a logically grounded strategic proposal rather than creating isolated ideas for differentiation.

2. Training Objectives

Distinguish blue ocean thinking from competition in existing markets.
Analyze competitive factors and value curves using the Strategy Canvas.
Identify noncustomer groups, unmet needs and new value opportunities.
Apply the ERRC framework to design a differentiated value proposition.
Evaluate feasibility, build a business model and prepare a strategy implementation plan.

3. Target Participants

Board members and strategic leadersSeek growth directions and differentiation for the enterprise.
Business, marketing and brand managersAnalyze markets, customers and value propositions.
Product, R&D and innovation managersDesign new products, services or business models.
Strategy, planning and PMO teamsSupport analysis, development and execution of strategic initiatives.

4. The Content

The content moves from blue ocean fundamentals to competitive analysis, noncustomer discovery, ERRC design, value curve development and strategy implementation.

PART 01 Foundations of Blue Ocean Strategy

Concepts of blue ocean strategy.
Differences between red and blue oceans.
Competitive thinking versus market-creating thinking.
The role of value innovation in strategy.
The relationship among cost, differentiation and customers.
Foundational blue ocean strategy models.
Case: price competition reduces profitability.
Practice identifying the current competitive market.

PART 02 Market and Competitive Factor Analysis

Define the industry, segment and customer groups.
Identify factors customers currently choose from.
Analyze competitors by value criteria.
Determine common factors in competition.
Identify needs that are not well served.
Use the current strategy canvas.
Example of an industry with very similar products.
Practice mapping competitive factors.

PART 03 Discovering Customers Outside the Current Market

Identify current noncustomer groups.
Analyze why customers refuse to buy.
Find barriers that limit market expansion.
Observe customers’ alternative behaviors.
Explore hidden needs and major inconveniences.
Use the three tiers of noncustomers framework.
Case: a good product with a small market.
Practice analyzing unserved customer groups.

PART 04 Designing Value Innovation with ERRC

Eliminate factors that no longer create value.
Reduce factors that are over-invested.
Raise factors customers truly value.
Create factors that have never existed in the industry.
Balance differentiation and cost effectiveness.
Apply the four-actions ERRC framework.
Case: a service has many features but little differentiation.
Practice building an ERRC matrix.

PART 05 Building the Value Curve and Business Model

Sketch the new strategic value curve.
Compare new value with key competitors.
Define a differentiated value promise.
Design an appropriate revenue model.
Check operational feasibility.
Evaluate risks when changing the value proposition.
Case: an attractive idea that is difficult to implement.
Practice drawing a new value curve.

PART 06 Implementing Strategy and Sustaining Advantage

Prepare a small-scale strategy experiment.
Communicate new value to customers.
Allocate resources by strategic priorities.
Measure market feedback and adjust.
Handle internal resistance during innovation.
Sustain market-creation capability.
Case: a new strategy is copied quickly.
Practice preparing a blue ocean plan.

5. Training Methodology

The class is organized in small groups with a learner-centered approach. The facilitator delivers concise inputs, then leads discussion, scenario practice, feedback and debriefing so learners can convert knowledge into applicable workplace behaviors.

Group Discussion Individual Exercises Group Presentation Brainstorming Techniques Facilitator-Guided Practice Experiential Project In-Class Activities Role-Play Activities Classroom Presentation

6. Class Information

Expected Start Date	Schedule	Time	Location	Tuition Fee	Register
To be updated	Saturday – Sunday	08:30 – 16:30	Ho Chi Minh City	4,500,000 VND	Register
To be updated	Monday – Thursday	18:00 – 21:30	Hanoi	4,500,000 VND	Register

10% discount for registration at least 15 days in advance, groups of three or more learners, or loyal clients.Reserve a Seat

Note: The schedule above is tentative and may be adjusted depending on registration numbers, class organization conditions and the actual training plan. Masterskills will confirm the official schedule with learners before the start date.

Duration: 2 days / 4 sessions; maximum 35 learners per class.
Ho Chi Minh City: 224 Dien Bien Phu Street, Ban Co Ward, Ho Chi Minh City.
Hanoi: 51 Le Dai Hanh Street, Hai Ba Trung Ward, Hanoi.
In-house corporate training: Delivered at the client’s office or factory; quotation depends on design scope, location and class size.
Additional costs: Trainer travel and accommodation costs are determined according to the delivery location, if applicable.

7. Learning Materials & Certification

Learners receive copyrighted course materials developed by Masterskills, practice handouts, self-assessment forms and reference materials closely aligned with business situations.

Copyrighted The MaterialsStandardized content updated according to course objectives.

Practice ToolsChecklists, handouts, feedback templates and personal action plans.Explore Toolkits

Certificate of Completion

Learners who meet attendance and practice requirements receive a Masterskills certificate of completion.

8. Faculty Team

Masterskills faculty and experts have practical experience in management, consulting and training in fields aligned with the program content.

Prof. Augustine Ha Ton Vinh

Strategy consulting and international management expert. Development strategy, organizational restructuring, public–private investment and project finance.

MBA. Nguyễn Hữu Thái Hòa

Strategy and digital transformation expert. Corporate strategy, digital transformation, business model innovation and growth.

View Faculty Profiles

9. Masterskills Profile

View Profile

Masterskills’ training capabilities, areas of expertise, delivery methodology and experience partnering with enterprises.

Client Testimonials

“The Building a Blue Ocean Strategy course provides practical content, workplace-relevant activities and clear facilitation. The facilitator helps learners use appropriate tools, analyze situations and develop concrete application plans after the course.”

View More Client Testimonials