Blue Ocean Strategy

Kim & Mauborgne’s Blue Ocean Strategy:

Instead of competing on the same attributes for the same customers as everyone else (i.e. red ocean), go after the customer who is not served and focus on the attributes most important to them.

  • Southwest – competing not with other airlines, but for the customers who normally take buses and trains
  • Honda – Racing motorcycles
  • AirBNB – home owners renting room on nightly bases
  • Salesforce – sales team without IT Resource
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