TEACHING MATERIALS
Blue ocean pedagogical materials, used in nearly 3,000 universities and in almost every country in the world, go beyond the standard case-based method. Our multimedia cases and interactive exercises are designed to help you build a deeper​ understanding of key blue ocean concepts, from blue ocean strategy to nondisruptive creation, developed by world-renowned professors Chan Kim and Renée Mauborgne. Currently, with over 20 Harvard bestselling cases.
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PARK24
How Park24 Created a Brand-new Billion-Dollar Parking Market in JapanÂ
Author(s): KIM, W. Chan, MAUBORGNE, Renée, KAWAKAMI, Tomoko, JI, Mi
Abstract
This case reviews how Park24, a Japanese company, solved the long-taken-as-given problem of the severe parking shortage in Japan’s highly congested cities and created a brand-new market of short-stay central city parking, establishing itself as the unchallenged market leader.
The dire shortage of parking space in Japanese central cities was long taken for granted and viewed as unsolvable by parking service providers because of the scarcity and lofty prices of downtown land. Park24 saw that the solution to the parking problem was not building gigantic multi-storey car parks with concentrated parking spots but making parking available everywhere people went, like the convenience stores found on every corner. Instead of targeting large land plots for purchase, Park24 rented small patches of “idle land” near popular destinations and launched Times, a low-cost, secure, automated parking service accessible 24/7.Â
Times parking in central cities complemented rather than displaced existing car parks. It is a prime example of “nondisruptive creation”, a term coined by W. Chan Kim and Renée Mauborgne. Through nondisruptive creation, Park24 created a fast-growing market outside existing industry boundaries, addressed a long-ignored problem, and established a strong brand and a billion-dollar business.
The case comes with a teaching note, and a first-hand interview with Koichi Nishikawa, Park24 President.