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W. Chan Kim & Renee Mauborgne(Blue Ocean Strategy Institute, INSEAD, France)Prepared By: Muhammad Zia Aslam (973596)for Competition & Strategy
 
 
Understanding Blue Ocean Strategy
•They studied 150 strategic moves in more than 30 industries, over 100 years (1800 -2000), and Industrial, Organizational and Strategic variables had been considered for theresearch.•Competing in overcrowded industries is no way to sustain high performance. The realopportunity is to create blue oceans of uncontested market space.•In Blue Oceans, demand is created rather than fought over. There is ample opportunity forgrowth that is both profitable and rapid.
 
 
Understanding Blue Ocean Strategy
•The most important feature of blue ocean strategy is that itrejects the fundamental conventional strategy of trading offbetween value and cost.•Conventionally, companies can create either greater value athigher cost or create reasonable value at lower cost. In otherwords, strategy is essentially a choice between differentiationand low cost.•But, when it comes to creating Blue Oceans, the successfulcompanies pursue differentiation and low cost simultaneously
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