Creating a blue ocean strategy for a biostimulants company

dc.contributor.authorSegovia, Sara Cheyenne
dc.date.accessioned2021-04-19T16:09:49Z
dc.date.available2021-04-19T16:09:49Z
dc.date.graduationmonthMay
dc.date.issued2021
dc.description.abstractThere is an opportunity to develop a biostimulants product as a new line for a crop services company. The biostimulants market is very competitive and characterized by companies that seem to over-promise and under-deliver to their customers. Yet, the potential for biostimulants to improve producer profitability by reducing the amount of fertilizers and other plant nutrients they use is immense. Creative Dynamics is considering introducing a new line of biostimulants into the market with a focus on pursuing a Blue Ocean Strategy. The objective of this research is to develop the strategy for successfully executing this Blue Ocean Strategy and assess the economic performance resulting from the strategy compared to a traditional competitive strategy under alternative competition conditions. Creative Dynamics follows the Blue Ocean framework to understand the current market space today in order to develop a strategy for market entry. Major points of differentiation discovered by the Blue Ocean Strategy Canvas include Creative Dynamics price offerings and yield increase potential related to their plant biostimulants product concepts. The simulation suggests that by focusing on points of differentiation, such as price and yield increase potential, Creative Dynamics could successfully present its new biostimulants line as a Blue Ocean product despite the noise in the market. Through carefully orchestrated and managed strategic price structure, the company should be able to sustain its new competitiveness for a long time.
dc.description.advisorVincent Amanor-Boadu
dc.description.degreeMaster of Agribusiness
dc.description.departmentDepartment of Agricultural Economics
dc.description.levelMasters
dc.identifier.urihttps://hdl.handle.net/2097/41456
dc.identifier.urihttps://hdl.handle.net/2097/41456
dc.publisherKansas State University
dc.rights.uri© the author. This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/
dc.subjectBiostimulants
dc.subjectAgribusiness
dc.subjectBlue Ocean
dc.subjectStrategy
dc.titleCreating a blue ocean strategy for a biostimulants company
dc.typeThesis

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