Development of New product Strategy using Blue Ocean Strategy (Case study: Pilot Gas Company, Iran)

This paper is aimed at studying a new approach toward strategy. Strategy and innovation in conventional terms are concentrated on creating ideas within the determined and organized framework of existing industries. Innovation is an accidental phenomenon which is achieved by a limited number of individuals inside a company. It is unlike competitive strategy by which the companies usually try to divide and own the existing values instead of creating them. The logic behind the strategy which is used in this paper is based on a number of fundamental principles that seek creating value for the customers and the company itself. Product development in Pilot Gas Company using Blue Ocean Strategy and enjoying the experts' views and management styles is what this paper looks into it. Studying the strategic map, quantitative matrix of strategic planning, elimination chart, reduction, increase, creation and the existing theories of Delphi sessions acquired by the company's directors made us try the new product of steam ovens using Blue Ocean Strategy according to the results of quantitative matrix of strategic planning.