Blue Ocean Strategy

Blue Ocean Strategy

Blue Ocean Strategy is about creating new demand which is uncontested.

Sometimes companies find themselves in markets where the competition is ‘bloody’ and customers continue to ask for more at a lower price, this is known as Red Oceans.

Creating a Blue Ocean is about finding new, untapped, demand and making the competition irrelevant.

There are many examples of this; two frequently mentioned are Cirque du Soleil (blending opera and ballet in a circus format but without star performers and animals) and the Nintendo Wii (an innovative games console for people who usually do not play video games).

The theory behind Blue Ocean Strategy was developed by W. Chan Kim and Renée Mauborgne, both professors at INSEAD and Co-Directors of the INSEAD Blue Ocean Strategy Institute. They argue that companies can succeed not by battling competitors, but rather by creating ″blue oceans″ of uncontested market space.  They assert that these strategic moves create a leap in value for the company, its buyers and its employees.

Our service helps clients to develop a plan to create new and uncontested demand for your company.
It consists of two phases –

Phase 1: introduction to the Blue Ocean Theory, its tools and techniques and the application of it using the Blue Ocean Strategy Simulation as developed by StratX Simulations in Paris.

Phase 2: application to your business and development of a Blue Ocean Strategy plan.

This service is provided by René Moolenaar who is a certified instructor of the Blue Ocean Strategy Simulation and who teaches Blue Ocean Strategy at the Business & Management School of the University of Sussex.

Please contact René Moolenaar for more information.
More information about Blue Ocean Strategy can be found on