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The key points of 'Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant' by Roger Wayne

'Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant' by Roger Wayne is a groundbreaking book that introduces the concept of creating uncontested market space to make competition irrelevant. This strategy focuses on innovation and value creation to set a company apart from its competitors.

Key Takeaways

  • Blue Ocean Strategy aims to create new market spaces rather than competing in existing ones.

  • Successful implementation of the strategy requires strategic planning and continuous monitoring.

  • The benefits of Blue Ocean Strategy include higher profit margins and reduced competition.

  • Case studies of companies that have successfully implemented the strategy demonstrate its effectiveness.

  • Blue Ocean Strategy has a significant impact on the market by shifting focus from competition to innovation and value creation.

Understanding the Blue Ocean Strategy

Definition and Concept

The Blue Ocean Strategy is a business theory that suggests companies can succeed not by battling competitors, but rather by creating a completely new market space — a 'blue ocean' — that is ripe for innovation and growth. The essence of this strategy is to make the competition irrelevant by carving out a unique niche.

  • Identify new demand: Look beyond existing customers.

  • Create and capture new demand: Offer innovative value.

  • Break from the competition: Focus on the big picture, not the numbers.

  • Build a compelling value proposition: Balance differentiation and low cost.

Benefits and Advantages

The Blue Ocean Strategy offers a transformative approach to business growth, focusing on the creation of new markets rather than competing within the saturated red oceans. Companies that adopt this strategy can achieve differentiation and low cost simultaneously, leading to the opening of new demand and the avoidance of competition.

  • Value Innovation: The cornerstone of the Blue Ocean Strategy, where innovation is driven by value for both the company and the customer.

  • Market Creation: By not competing in existing markets, businesses can tap into non-customers and create new demand.

  • Strategic Pricing: Companies can set prices that are hard for competitors to match due to unique value propositions.

The advantages of this strategy are not just theoretical; they are evident in the performance of companies that have successfully navigated their way to blue oceans. These organizations often enjoy a period of uncontested market space, which can lead to sustainable growth and profits over time.

Implementing Blue Ocean Strategy

Strategic Planning

Strategic planning is the cornerstone of any successful Blue Ocean Strategy. It involves a systematic process of envisioning a desired future and translating this vision into broadly defined goals or objectives and a sequence of steps to achieve them. The creation of a value innovation portfolio is essential, as it allows a company to break away from the competition and create a new market space.

Value curves are a vital tool in this planning phase. They serve as a visual representation of how a company will differentiate its offerings from the competition by reducing, eliminating, or creating elements that the industry competes on.

  • Identify the current state of the market

  • Outline the non-customers and their needs

  • Determine which factors to eliminate, reduce, raise, and create

  • Develop a strategic profile with a compelling tagline

Execution and Monitoring

The execution of the Blue Ocean Strategy requires a dynamic approach, where the organization must be agile and responsive to market changes. Effective execution is as critical as the strategy itself, and it involves aligning the organization's people, processes, and activities with the new strategy. Monitoring, on the other hand, ensures that the strategy is on track and allows for timely adjustments.

Execution involves several key steps:

  • Communicating the strategy across the organization

  • Ensuring resources are allocated efficiently

  • Motivating employees and setting up incentives

  • Adjusting operational processes to support the strategy

Monitoring should be a continuous process, with key performance indicators (KPIs) established to measure success. Here's a simple table of potential KPIs:

Regular reviews of these KPIs help in understanding the impact of the strategy and making necessary course corrections. It's essential to maintain a balance between the creative vision of the blue ocean and the practical realities of execution and monitoring.

Success Stories of Blue Ocean Strategy

Case Studies

The application of the Blue Ocean Strategy has been transformative for numerous companies, paving the way for innovation and growth. Cirque du Soleil is a prime example, having reinvented the circus industry by eliminating animal acts and focusing on a sophisticated theatrical approach, thus creating a new market space.

  • Nintendo Wii: Expanded the gaming market by targeting non-gamers with intuitive motion controls.

  • Yellow Tail: Simplified the wine purchasing process, appealing to a broader audience by removing the complexity associated with traditional wine selection.

Each success story underscores the importance of understanding customer needs and the potential of untapped markets. The strategic move to create a 'blue ocean' can lead to a significant competitive advantage and a strong, defensible market position.

Impact on Market

The Blue Ocean Strategy has had a profound impact on market dynamics across various industries. By shifting the focus from competing within saturated markets to creating new, uncontested market spaces, businesses have been able to unlock new demand and capture new customer segments.

  • Cirque du Soleil revolutionized the circus industry by combining theater and circus, creating a unique entertainment experience.

  • Yellow Tail disrupted the wine industry by simplifying the wine selection process and appealing to a broader audience.

These success stories illustrate how the Blue Ocean Strategy can lead to significant market share gains and growth. Companies that have implemented this strategy often see a ripple effect, influencing competitors and adjacent markets to innovate and rethink their strategies.


In conclusion, 'Blue Ocean Strategy, Expanded Edition' by Roger Wayne provides valuable insights on how businesses can create uncontested market space and stay ahead of the competition. The book emphasizes the importance of innovation, strategic thinking, and value creation to achieve sustainable growth and success. By implementing the principles outlined in the book, companies can unlock new opportunities, differentiate themselves from competitors, and thrive in today's dynamic business environment. 'Blue Ocean Strategy' is a must-read for entrepreneurs, business leaders, and anyone looking to revolutionize their approach to market strategy.

Frequently Asked Questions

What is the Blue Ocean Strategy all about?

The Blue Ocean Strategy is a business theory that focuses on creating new market spaces where competition is irrelevant, allowing companies to capture uncontested market share and achieve sustainable growth.

What are the benefits of implementing the Blue Ocean Strategy?

Implementing the Blue Ocean Strategy can lead to increased market demand, higher profitability, reduced competition, and the creation of unique value propositions that differentiate a company from its competitors.

How can companies strategically plan for the Blue Ocean Strategy?

Companies can strategically plan for the Blue Ocean Strategy by conducting market research, identifying untapped market opportunities, and developing innovative business models that cater to unmet customer needs.

What is the importance of execution and monitoring in the Blue Ocean Strategy?

Execution and monitoring are crucial in the Blue Ocean Strategy to ensure that the strategic initiatives are implemented effectively, performance is tracked, and adjustments are made to stay ahead of the competition.

Can you provide examples of successful case studies related to the Blue Ocean Strategy?

Successful case studies of the Blue Ocean Strategy include companies like Cirque du Soleil, Nintendo Wii, and Yellow Tail wine, which achieved market success by creating uncontested market spaces.

How does the Blue Ocean Strategy impact the market as a whole?

The Blue Ocean Strategy disrupts traditional market boundaries by creating new market spaces, stimulating industry innovation, and reshaping competitive dynamics, ultimately leading to the expansion of the market and the emergence of new opportunities for growth.

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