Case 1

South Korea based LG Electronics, Inc. (LGE) was a technology innovator in electronics, information and communications businesses producing CDMA handsets, DVD players, optical storage devices, canister vacuum cleaners, air conditioners and micro ovens. LGE had more than 72,000 employees working in about 77 subsidiaries and marketing units across the world.

In January 2006, the company launched Blue Ocean Management campaign to be one among the top 3 electronics, information and telecommunications firms in the world by 2010. But LGE was primarily known for its low-cost appliances, and faced challenges related to companys image, low profitability and stiff competition across the world. With the tough road ahead would LGE be able to achieve its target by 2019? Would it be able to make its competition irrelevant, especially Samsung, its home rival?

How LG gets a leading player role in consumer electronics?

What is their Customer Value based technological innovation.

Analyze the Blue Ocean strategy and its implementation at LGE.

Case 2

In a maturing circus industry dominated by more than a century old giant players like the Ringlings and Barnum & Bailey, Guy Lalibert and Daniel Gauthier founded Cirque du Soleil (Circus of the Sun) in 1984. Cirque was a new entrant in an industry, which was afflicted with falling revenues and profit for a long time. During this time, children, the traditional patrons of the circus, were more attracted towards television, computers and video games compared to animal acts, clowns and jugglers featured in a circus. Rather than sticking to the age-old formula for running a circus, Lalibert and Gauthier built their circus along unconventional lines. After identifying that the three core elements of any circus were the tent, the clowns and the acrobatic acts, they did away with the expensive animal acts and launched shows based on unique themes, soundtrack, costumes and sets. Cirque's 'one of a kind' shows that resembled theatric and ballet performances, targeted adults rather than children. After achieving phenomenal success in a matter of two decades, Lalibert planned to extend the Cirque du Soleil brand to spas, restaurants and resorts.

Analyze and contrast the traditional business model of the circus industry and the new business model of Cirque du Soleil

Discuss the Blue Ocean strategy in the context of Cirque du Soleil

Write your opinion about Cirque's proposed diversification strategies