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STRATEGIC ANALYSIS AND PLANNING. TOPIC :- BLUE OCEAN STRATEGY

SUBJECT :- STRATEGIC MANAGEMENT

CHAPTER :- STRATEGIC ANALYSIS AND PLANNING.

TOPIC :- BLUE OCEAN STRATEGY

▪ The concept of Blue Ocean Strategy was first coined by W. Chan Kim & Renee Mauborgne in their book,


Blue Ocean Strategy: How to Create Uncontested Market Space & Make the Competition Irrelevant, published in

2004.

▪ According to them, Blue oceans denote all the industries which are currently not existence & remain

unexplored, unknown & untainted by competition.

▪ In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both

profitable & rapid.

▪ In blue oceans, competition is irrelevant as the landscape is new & unexplored. Blue ocean has been used here

as an analogy to describe the wider, deeper potential of market space that is not yet explored.

▪ A blue ocean strategy is focused more on the new trends & demands of the consumers in creating a new market

based on it.

▪ Blue oceans are a more unoccupied market & not much known. The blue ocean market is mostly concentrated

on providing value & is created based on that.

▪ In the blue ocean strategy, a new product or service is created which is not available in the market which would

solve a problem that is already there in the market.

▪ The blue ocean market pays a lot of attention to value & innovation aspects. This is what the authors call the

reconstructionist view.

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