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Exploring the Depths of Red and Blue Ocean Strategy: Stories of Success and Failure


Once upon a time, there were two fishermen named Jack and James. Jack was a traditional fisherman who would go out to the sea every day with his old and worn-out fishing boat. He would catch fish from the same spots as other fishermen and sell them in the local market. On the other hand, James was a smart and innovative fisherman. He had a new fishing boat that had the latest technology and equipment. He explored new fishing spots that were untouched and had a high potential for a good catch. He had a loyal customer base who would pay him more for the freshest and unique catch.


One day, Jack noticed that James was making more money than him despite catching fewer fish. He wondered how James was able to do it. James told Jack about the concept of Red and Blue Ocean Strategy. He explained that the traditional fishing spots were the red ocean, where competition was fierce, and profits were low. In contrast, the untapped fishing spots were the blue ocean, where there was less competition and high profits. James had applied this strategy to his fishing business, and it had paid off.


The Red Ocean Strategy is a business strategy that focuses on competing in an existing market. It involves trying to outperform rivals, gaining market share, and increasing profits. The Red Ocean is filled with bloodshed from intense competition, and the ocean is red with it. This strategy is commonly used in traditional industries such as manufacturing, automobiles, and finance.


On the other hand, the Blue Ocean Strategy is a business strategy that involves creating a new market space. It involves finding a niche and creating a unique value proposition that is not offered by existing competitors. The Blue Ocean is an untapped market that has the potential for high growth and profits. This strategy is commonly used in innovative industries such as technology, healthcare, and entertainment.


The importance of Red and Blue Ocean Strategy lies in its ability to differentiate a business from its competitors. A company that competes in the Red Ocean will have to fight for its survival and be content with the low profits. However, a company that competes in the Blue Ocean has the potential for high growth and profits.


There are several real-life businesses that lost business by not adopting the Blue Ocean Strategy. For example, Kodak was a dominant player in the film camera industry. However, they failed to anticipate the shift to digital cameras, which led to their downfall. Another example is Nokia, which dominated the mobile phone industry until the arrival of the smartphone. They failed to adapt to the changing market, which led to their decline.


On the other hand, there are businesses that grew by adopting the Blue Ocean Strategy. Apple is a prime example of a company that created a new market space with its innovative products such as the iPhone and iPad. Microsoft, too, entered the Blue Ocean by creating a new market space with its Windows operating system. Mozilla Firefox created a new market space by offering a faster and more secure web browser than Internet Explorer. Starbucks created a new market space by offering a unique experience and high-quality coffee. Cafe Coffee Day in India also created a new market space by offering a relaxed atmosphere and affordable coffee.


In conclusion, the Red and Blue Ocean Strategy is an important concept that businesses should consider to differentiate themselves from their competitors. By exploring new market spaces and creating a unique value proposition, businesses can achieve high growth and profits. It is essential for businesses to adapt to changing markets and not become complacent in the Red Ocean.


Sources:

  1. Chan, K. K., & Mauborgne, R. (2007). Blue ocean strategy vs. five forces. Harvard Business Review, 85(5), 28-29.

  2. Kim, W. C., & Mauborgne, R. (2015). Red ocean traps. Harvard Business Review, 93(10), 68-73.

  3. Karami, A. (2019). Red Ocean Strategy and Blue Ocean Strategy: A Comprehensive Review of the Key Literature. Journal of Open Innovation: Technology, Market, and Complexity, 5(4), 76.

  4. W. C. Kim, & Mauborgne, R. (2017). Blue ocean shift: Beyond competing – Proven steps to inspire confidence and seize new growth. Hachette UK.

Case studies:


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