Odlišení produktů BONEGA pomocí strategie modrého oceánu

At the moment, one of the biggest problems BONEGA company is dealing with is blocked access to wholesale networks by strong multinational corporations. One of the solutions is to introduce such unique and different products that customers force wholesales to offer BONEGA products as other competitors would not provide comparable devices. This thesis evaluate existing approaches to differantiation. The most suitable solution for current situation of BONEGA is blue ocean strategy. However, it has several unsolved issues, especially when applied to manufacturing firm with wide range of products, that are being solved in this paper. In order to gain long term competitive advantage based on value innovation, blue ocean strategy must be implemented into company's culture. Therefore a pilot realization of the process was undertaken. It brought several new ideas for differentiation and also valuable knowledge about adoption of the process into day-to-day company life. Those findings are also part of this work.