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.

Popularity of the term Blue Ocean Strategy

Concept related to Blue Ocean Strategy

• Brand awareness
• Long tail marketing

Additional resources about Blue Ocean Strategy

• Blue Ocean Strategy: Creating Your Own Market
• Moving To Blue Ocean Strategy: A Five-Step Process To Make The Shift
• The Explainer: Blue Ocean Strategy [Video]