ABSTRACT
The ocean is coloured red from the ‘bloodshed’ between the competitors. The red ocean is characterised by an existing and known market where the boundaries and competition are accepted. The counterpart to this is the ‘blue ocean’, which represents a strategy where a company operates better than the competitor and thus avoids the competition. The strategy of the blue ocean is to arrive at value innovation in which the customers receive the highest customer value at the lowest cost. A good blue ocean can only be successful when a thorough analysis of the customers has taken place. This means research not only into customers, but also non-customers and even customers who in the first instance would not be thought at all suitable for the current offer that the company is bringing onto the market.
