Braving the blue ocean: Investigating the corporate strategy of Celine Marketing Corporation

• Main Author: Garcia, Karen Anne C.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Industrial management; Strategic management; Strategic planning; Business planning; Business and Corporate Communications
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/2475
• Institution: De La Salle University

This study examined the strategic approach of a homegrown corporation, Celine Marketing Corporation, highlighting the corporate strategies of the firm. The research likewise questioned the possible application and contribution of Kim and Mauborgne's Blue Ocean Strategy to the organization. Since the author had internal access with the company, the researcher participated in the organization and facilitated an action research study to answer these inquiries. The researcher triangulated the results and further used it for pattern matching, alongside the utilization of the SWOT analysis to examine the organizational resources and capabilities of the firm. Consequently, the actual results showed the company made use of one of the Six Paths that aided in the creation of blue oceans. This implied that the concept of the Blue Ocean Strategy can be applied to the company, and subsequently contribute to the development of the firm. The author, in collaboration with the research participants analyzed the data and put certain directives into action. The researcher and kingpins subsequently reviewed these strategies in compliance with the nature of action research. Finally, the author created three blue oceans for the three brands of the corporation, namely, Celine, CMG, and SO!FAB. This investigation therefore presents an interesting discussion for entrepreneurs as well as corporate workers. The researcher recommends the auxiliary studies on the Blue Ocean Strategy will further solidify its application and contribution to the local setting.