Exploring Blue Ocean Strategy for Competitive Advantage

One of the most effective strategies is building collaborative advantage through partnerships with other businesses. However, another strategy that has gained popularity in recent years is the Blue Ocean Strategy. In this post, we’ll explore the concept of Blue Ocean Strategy and how it can help businesses create new markets and differentiate themselves from competitors. So if you’re interested in learning more about this innovative approach to business strategy, read on!

What is the Blue Ocean Strategy?

Blue Ocean Strategy is a business theory that was first introduced in 2005 by W. Chan Kim and Renée Mauborgne in their book “Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant.” The theory suggests that instead of competing in existing markets (red oceans), companies should create new markets (blue oceans) where there is little or no competition.

The authors argue that companies can create blue oceans by focusing on value innovation, which involves creating new products or services that offer superior value to customers while reducing costs. By doing so, companies can attract new customers who were previously underserved or ignored by existing products or services.

How does Blue Ocean Strategy work?

Blue Ocean Strategy involves four key steps:

  1. Eliminate: Companies must identify which factors in their industry should be eliminated because they are no longer relevant or necessary.
  2. Reduce: Companies must determine which factors should be reduced below industry standards.
  3. Raise: Companies must identify which factors should be raised above industry standards.
  4. Create: Companies must create new factors that have never been offered before.

By following these steps, companies can create a new market space where they can compete without facing direct competition from existing players.

Examples of Blue Ocean Strategy

One example of a company that successfully implemented Blue Ocean Strategy is Cirque du Soleil. Instead of competing with traditional circuses, which were struggling to attract audiences, Cirque du Soleil created a new market space by combining elements of theater and circus arts to create a unique and innovative experience for audiences.

Another example is Southwest Airlines, which created a new market space by offering low-cost flights to underserved markets while reducing costs through innovative operational practices.


With this in mind, Blue Ocean Strategy is a powerful tool for companies looking to gain a competitive advantage in today’s fast-paced business world. By creating new market spaces where there is little or no competition, companies can attract new customers and achieve sustainable growth. While implementing Blue Ocean Strategy requires careful planning and execution, the potential rewards are significant. 

We hope you’ve enjoyed reading this blog post and that you’ve found it helpful and informative. We encourage you to try out these tips and solutions and see how they can help you overcome your business challenges and achieve success.