help me to answer this case study with example and comparison of dhl and fedex:Blue ocean strategy is based on over decade$-$long study of more than $150$ strategic moves spanning more than $30$ industries over $100$ years. The research of W$.$ Chan Kim and Ren$$e Mauborgne focused on discovering the common factors that lead to the creation of blue oceans and the key differences that separate those winners from the mere survivors and those adrift in the red ocean. The database and research have continued to expand and grow over the last ten years since the first edition of the book was published and the strategic moves we studied depict similar patterns, whether blue oceans were created in for$-$profit industries, non$-$profit organizations, or the public sector.

"The only way to beat the competition is to stop trying to beat the competition. In red oceans, the industry boundaries are defined and accepted, and the competitive rules of the game are known. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. $...$The companies caught in the red ocean followed a conventional approach, racing to beat the competition by building a defensible position within the existing industry order. The creators of blue oceans, surprisingly, didn't use the competition as their benchmark. $...$Instead of focusing on beating the competition, they focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space. $...$Value innovation is based on the view that market boundaries and industry structure are not 'given' and can be reconstructed by the actions and beliefs of industry players. $...$To fundamentally shift the strategy canvas of an industry, you must begin by reorienting your strategic focus from competitors to alternatives, and from customers to non$-$customers of an industry. As you shift your strategic focus from current competition to alternatives and non$-$consumers, you gain insight into how to redefine the problem the industry focuses on and thereby reconstruct buyer value elements that reside across industry boundaries"

Blue Ocean Strategy Framework

The Blue Ocean Strategy authors propose a graphical framework for helping readers understand the book and for helping businesses create blue oceans of their own. The criteria$/$rules$/$boundaries of the industry are listed along the x$-$axis. Most of the major industries player played the same game with only the slightest of nuances. Some innovator eliminated many of the rules$/$criteria in the industry, reduced focus on some of the rules below industry standard, raised focus on some of the rules above industry standard, and created a new rule of their own. Only by de$-$emphasizing some of the existing rules were they able to lower costs enough to compete in this new market.

You are required to complete a case study for the business, products, processes selected. The key task is to introduce value proposition and ERRC model and apply some Intellectual Property in respect with the supply chain business$$s Value Proposition.

Question

a$)$ Discuss a product$/$business$/$industry example of a set of value proposition and graph illustration, what were the key challenges in identifying this new proposition with the application of intellectual property, and how were these addressed or overcome? $(20$ MARKS$)$