Blue Ocean Strategy - in plain language - Marketing Plan Theory - Nintendo And Satoru Iwata
Blue Ocean Strategy—in plain language A red ocean is an existing market in which companies fight over known customers. Products become increasingly similar, competition centers on specifications and price, and growth often requires taking market share from someone else. A blue ocean is new demand created by changing what the product is, whom it serves, or why people buy it. The goal is not simply to invent advanced technology. It is value innovation : simultaneously giving buyers a major new benefit while avoiding or reducing expensive features they do not particularly value. Red-ocean logic Blue-ocean logic Beat existing rivals Create new market space Target current customers Convert noncustomers Accept the value-versus-cost trade-off Pursue differentiation and lower cost together Improve familiar features Change the factors customers value Benchmark competitors Make direct comparison less meaningful Fight for existing demand Create additional demand “Make competition ir...