The Blue Ocean Strategy, a book written by Chan Kim and Renée Mauborgne, which proposes
the creation of new markets through innovation.
Traditional strategies belong to what we call the red ocean, For its part, the blue ocean is usually
born from the red oceans
That is characterized by:
• Competition in existing market spaces.
• The challenge to the competition.
• Low cost aligned strategies.
• Exploit demand to the maximum.
The blue Ocean Strategy
• Seeks to get away from competition between companies by expanding the market.
• They seek to create markets that do not yet exist and that are viable because they can
generate future growth
• It is the market space that has not yet been used or exploited, and that will generate
opportunities for profitable growth
There are 4 principles for establishing the blue ocean
1. Rebuild the frontiers of the market.
Without trying to predict trends, or implement new ideas by trial and error, but by establishing
a structured process to push limits.
For this there are 5 ways.
The 1st: explore alternative sectors, analyzing what factors make consumers choose between
industries and try to offer them something new.
The 2d: explore the strategies of each sector. The key is to understand the factors that influence
customer choices.
The 3rd: explore the chain of buyers, challenging the general opinion about the target group.
The 4th: explore complementary products and services, since very few are totally independent.
The 5th: explore functional or emotional appeal, depending on what complements the product or
service.
the creation of new markets through innovation.
Traditional strategies belong to what we call the red ocean, For its part, the blue ocean is usually
born from the red oceans
That is characterized by:
• Competition in existing market spaces.
• The challenge to the competition.
• Low cost aligned strategies.
• Exploit demand to the maximum.
The blue Ocean Strategy
• Seeks to get away from competition between companies by expanding the market.
• They seek to create markets that do not yet exist and that are viable because they can
generate future growth
• It is the market space that has not yet been used or exploited, and that will generate
opportunities for profitable growth
There are 4 principles for establishing the blue ocean
1. Rebuild the frontiers of the market.
Without trying to predict trends, or implement new ideas by trial and error, but by establishing
a structured process to push limits.
For this there are 5 ways.
The 1st: explore alternative sectors, analyzing what factors make consumers choose between
industries and try to offer them something new.
The 2d: explore the strategies of each sector. The key is to understand the factors that influence
customer choices.
The 3rd: explore the chain of buyers, challenging the general opinion about the target group.
The 4th: explore complementary products and services, since very few are totally independent.
The 5th: explore functional or emotional appeal, depending on what complements the product or
service.
