Blue Ocean Strategy (BOS) is a systematic method of creating new, profitable markets without competition
– known as “Blue Oceans“.
For many companies the starting point for their Blue Ocean Strategy is the painful realization that they currently are in a
“Red Ocean“. A “Red Ocean” is a saturated market, characterised by fierce competition, comparable and easily
exchangeable products or services, price wars and strong pressure on margins.
With the help of Blue Ocean Strategy, companies can successfully escape these shark-infested waters and open
up new areas of growth.