Evaluating Blue Ocean Strategy: Finding The Untapped Market

Abstract: Blue ocean strategy is a technique that can be defined as a systematic thinking of creating a fresh market space and extending the restrictions of existing market sectors. Generally this strategy is accompanied by creating the value innovation to the clients and the business. This blue sea provides a new market space and makes your competition irrelevant. Blue Sea can be a way of targeting the untapped market space and create a new market. This is actually the way of breaking away the contests. This strategy identifies how to extend the industry boundaries and instead of fighting to seize the prevailing demand the organizations should make an effort to create the new demand.

Keywords: expression; Blue Sea, Red Ocean, Competition, Market space, Untapped market, Commoditization Benchmarking, Differentiation, Low cost, Value Innovation


Blue ocean strategy makes companies to emerge from sea of bloody competition by creating market space which is uncontested and which makes the conclusion irrelevant. Since, dividing up existing demand and benchmarking the rivals, Blue Sea strategy is regarding grow demand and break in the action away from competition. The business world can be thought as a structure of two varieties of oceans the first is the red ocean and second an example may be the blue sea. Red ocean includes all the establishments which are present today which is about the known market space. But on the other side Blue Ocean can be viewed as as industries which are not in existing today which is called undiscovered market space. The sectors boundaries are identified and well accepted in the red oceans. In the red oceans the guidelines of competitive video games are well described. The companies attempt to get rid of the greater share of the prevailing demand. Because there is a cut neck competition that makes the red sea bloody and products become commodities.

Blue oceans and Red oceans

Blue Ocean can be viewed as as an undeniable fact of the demand creation, untapped market space and higher opportunities of highly profitable growth. Some industries can be created well beyond of the existing industries. But almost all of the blue oceans are manufactured from the within the red oceans by extending the industry boundaries that happen to be existing. Since, rules of the overall game are to be set so competition becomes irrelevant in the blue oceans.

Red oceans will always be used as a subject of business life. When source exceeds the demand in more companies then the competition for contracting demand will not result in to sustain high performance. Companies will have to go beyond your competition. They will have to set-up blue oceans to make more income and growth opportunities. The best emphasis of strategy work has been on the competition based red ocean strategies in the recent times. Nonetheless it provided the rather good understanding about skill of how to compete in competitive environment from studying the economic composition of the prevailing industry. It also helped in making an option between tactical positions of differentiation or low priced or concentration, to benchmark the competition.

Strategy adopted over enough time period

This term blue oceans may be new but their lifetime is not new in any way. They are an important feature of business life, past and present. If we look back again 100 years and ask ourselves, Just how many of today's companies were not existing then? Most likely the answer is seen as many establishments as basic as petrochemicals, music tracking, automobiles, aviation, management consulting and healthcare, were unusual or possessed just started to evolve at that time. If we look again only 30 years then again we see, a multibillion-dollar establishments came out like mobile phones, mutual funds, biotechnology, gas-fired electricity plant life, express bundle delivery, minivans discount retail, , snowboards, home videos, coffee bars and many more.

If we take and make an effort to see just three decades ago, not one of those establishments was existing in a significant way. Now we see ahead twenty years or perhaps fifty years and ask ourselves just how many now unknown market sectors will likely are present then. If we go by seeing the history as an instrument to predict the future, then again the answer is many of them.

Some aspects considered to follow this strategy

This is the reality that companies never become constant. Business continuously keep growing. The some businesses related to market sectors improve, marketplaces get widened, and players enter in and leave as the time passes. This is actually the fact that background gives us lessons that people have a great underestimated functionality and capacity to create new sectors and re-create the prevailing ones. The services sector that have been under the old system, for example, now have been broadened into seven business industries ranging from information to health care and communal assistance. As given that these systems are suitable for standardization and continuity, such an upgraded shows how important the expansion of blue oceans has been. As we have noticed that the overriding concentrate of proper thinking has been on competition based red sea strategies.

Creating blue sea impact

It can be quantified the impact of creating blue oceans over a firm's development in terms of both income and profits based on the researched data. It's been discovered that 86% of the new launches were extensions in the range that can be said as incremental advancements within the red ocean of known market space and those accounted for mere 62% of total earnings and mere 39% of total revenue. The others 14% of the launches were directed at creating blue oceans plus they created 38% of total profits and 61% of total profits.

Forces behind the blue ocean strategy

The several travelling forces are working behind a rising trend to set-up blue oceans. The breakthroughs in technology have significantly has better productivity of industry and made suppliers to produce the utmost possible selection of products and services. This led to increment in the amounts of industries and supply exceeded demand. This used tendency toward globalization accelerated the problem. The trade obstacles between countries and regions have become lenient so that the info regarding products and prices become instantly, easily and internationally available, the market marketplaces and chances for monopoly continually keep disappearing. Although source is keep on rising as global competition increasing, which is not providing clear evidence that of an increment popular worldwide, and information or data even directing towards to declining populations in many developed markets. This has been resulted in increased commoditization of products and services, intensified price wars, and contracting income.

Blue ocean help in creating brand

For the major services and products categories, brands are normally becoming slightly similar, and since they are showing up more similar people usually choose those products based on price. The customers no more say and securely ask, as they insisted in the past, that their laundry detergent be Tide. Due to the overcrowded business, differentiating brands are showing up harder in both economic downturns and upturns. This demonstrates the business encircling environment in which various strategy and management tactics of the 20th century evolved that point is currently disappearing. Since, red oceans are becoming consistently bloody, management will have to be more worried about blue oceans.

Strategy assists with separating winners from losers

The thing which makes the winners separate from losers in creating blue oceans was their strategy. Moreover, the companies running in the red oceans went by a procedure which is normal and heading to beat the competition because they build a safer condition and position within the industry been around. Those organization or designers of blue oceans, surprisingly, didn't take your competition as their benchmark. But they integrated a unique and different strategic logic that can be regarded as value advancement.

Value innovation very important to this strategy

This Value technology can be taken among the important concerns in blue sea strategy. It is called value creativity since instead of focusing on cope with your competition, the firms try to make your competition irrelevant by creating and achieving value for buyers( customers) and the company, so looking up new market space which is uncontested. This value advancement focuses identical importance on value and creativity. The principles without innovation make an effort to concentrate on value creation on the incremental scale, something which boosts value but is not enough to make you sustain in the marketplace. Advancement without value will be technology-driven, market pioneering, or futuristic, almost all of the times filming beyond what purchasers or customers will be ready to accept and pay for. It is essential to get better understanding that shows difference between value invention as opposed to innovation in technology and market pioneering. It creates clear that what separates winners from the losers in creating blue oceans is neither bleeding advantage technology nor market accessibility timing. It's been seen that sometimes it exists but the majority of the time it generally does not. The value invention takes place only when the companies bring creativity with cost positions, utility and price.

The value innovation is a new and different way of thinking about and performing the strategy that results into the creation of your blue ocean and a come from the competition. It is generally assumed that organizations or companies can either create intensified value to customers at a relatively higher cost or can create reasonable value better value. Here it can be said that strategy is seen as choosing the choice between differentiation and low cost. But those that want to create blue oceans follow differentiation and low cost simultaneously.

Other strategies related to blue sea strategy

The creation of blue oceans is approximately delivering costs down while simultaneously taking value up for customers. This implies that how a step in value for both company and its purchasers is achieved. Since, buyer value is created from the energy and price that the companies offer to potential buyers and because the worthiness to the company is created from price and its cost framework, value innovation may be accomplished only when the whole system of the organization or company's price, electricity and cost activities is properly and effectively matched. This represents the whole-system strategy that makes the creation of blue oceans a sustainable and effective strategy. Blue ocean strategy includes the number of a company's useful and operational responsibilities or activities. On the other side innovations such as production enhancements can be get at the subsystem level without affecting the firm's overall strategy. The value innovation is not only advancement but it is more than technology. It represents strategy that integrates the complete or complete system of a firm's activities and responsibilities.

Blue sea strategy describes that it is about to reconstruct boundaries of market to break away from your competition and create blue oceans. This highlights the search risk that lots of companies have a problem with. The primary concern is to effectively and effectively identify, out of the haystack of options which exist, commercially convincing blue ocean opportunities.


1. Mr. W. Chan Kim (Teacher at INSEAD)

2. Ms. Renee Mauborgne ( Teacher at INSEAD)

Mr. W. Chan Kim may be the Boston Consulting Group Bruce D. Henderson Chair Professor of strategy and International Management at INSEAD. Ahead of subscribing to INSEAD, he was a teacher at the University or college of Michigan

Business University. He has served as a table member as well as an adviser for several multinational firms in Europe, america, and Pacific Asia. His Harvard Business Review articles are worldwide bestsellers and also have sold over half a million reprints.

Ms. Renee Mauborgne is the INSEAD Distinguished Fellow and a professor of strategy and management at INSEAD in Fontainebleau, France, and Fellow of the World Economic Community forum. She has publicized numerous articles on strategy and controlling the multinational Her Harvard Business Review articles are worldwide bestsellers and have sold over half of a million reprints. Teacher Mauborgne is a contributor to the Financial Times, theWall Block Journal, the Wall membrane Street Journal Europe, the New York Times, among others.

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