Red Ocean companies try to outperform their rivals to grab a greater share of existing demand. As the market space gets crowded, prospects for profits and growth reduce. Products become commodities and cut throat competition turns the ocean bloody red. - See more at: http://www.blueoceanstrategyaustralia.com.au/what-is-bos/red-vs-blue/#sthash.W6Tgf7DE.dpuf