Blue Ocean Strategy Definition

blue ocean definition

What is Blue Ocean Strategy?

Blue ocean strategy definition: Blue ocean strategy refers to a marketing strategy popularized by the entrepreneurs and authors Renée Mauborgne and W. Chan Kim.

Their book – Blue Ocean Strategy – outlines a way that marketers can identify new markets and tailor their messaging to them.

Using the analogy of sharks in the ocean they theories there are two types of marketplaces:

  1. Red Oceans: existing marketplaces that have been saturated by competition, and have been made red and bloody
  2. Blue Oceans: markets that do not yet exist, and therefore have no competition to bloody the waters

Marketers who employ a blue ocean strategy aim to create demand in a new market by becoming the first people to serve the audience there.


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