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How do you respond to competitors when using Blue Ocean Strategy?

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Blue Ocean Strategy is a framework for creating and capturing new market spaces that are uncontested and profitable. It challenges the conventional wisdom of competing in existing markets and industries, and instead encourages you to innovate and differentiate your value proposition. But what if you face competitors who try to imitate your blue ocean move or enter your new market? How do you respond to them effectively and sustain your competitive advantage? In this article, you will learn four principles of blue ocean strategy that can help you deal with competition and secure your market position.

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Abdulatef Halawani

CEO Jussor Airports for Operations & Maintenance

1 Create a leap in value

One of the core concepts of blue ocean strategy is the value innovation, which means creating a leap in value for both customers and the company by aligning innovation with utility, price, and cost. Value innovation makes your offering hard to copy by competitors, because it breaks the trade-off between differentiation and low cost, and creates a strong brand identity and customer loyalty. To create a leap in value, you need to use the strategy canvas, a tool that helps you compare your current value curve with those of your competitors and identify the factors that you can eliminate, reduce, raise, or create to differentiate your offering.

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2 Focus on the big picture

Another principle of blue ocean strategy is to focus on the big picture, not the numbers. This means that you should not get distracted by the short-term fluctuations in the market or the performance indicators of your competitors, but rather keep your eyes on the long-term vision and goals of your blue ocean move. By focusing on the big picture, you can avoid getting trapped in the red ocean of competition and benchmarking, and instead pursue a compelling strategic narrative that communicates your value innovation to the customers and the stakeholders. To focus on the big picture, you need to use the four actions framework, a tool that helps you formulate your blue ocean strategy by asking four key questions: what to eliminate, what to reduce, what to raise, and what to create.

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3 Reach beyond existing demand

A third principle of blue ocean strategy is to reach beyond existing demand, which means that you should not limit yourself to the current or known customers in your industry, but rather explore the untapped or latent demand in the market. By reaching beyond existing demand, you can create new customers who are not served by your competitors, and expand your market potential and growth. To reach beyond existing demand, you need to use the three tiers of noncustomers, a tool that helps you segment and target the potential customers who are either soon-to-be, refusing, or unexplored noncustomers of your industry.

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4 Build execution into strategy

The final principle of blue ocean strategy is to build execution into strategy, which means that you should not separate the formulation and implementation of your strategy, but rather align them in a coherent and consistent way. By building execution into strategy, you can overcome the organizational hurdles and resistance that often hinder the successful execution of a blue ocean move, and mobilize your people and resources to support your strategic objectives. To build execution into strategy, you need to use the fair process, a tool that helps you foster trust and commitment among your employees by engaging them in the strategic decision-making, explaining the rationale behind your strategy, and clarifying the expectations and feedback mechanisms.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Abdulatef Halawani

CEO Jussor Airports for Operations & Maintenance
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it's important to focus on creating uncontested market space rather than engaging in direct competition. This can be done through offering unique value to end user. You can do this by identifying new market segments or by redefining the boundaries of existing ones. Giving attention to innovation, value creation, you can effectively render competition irrelevant.

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How do you respond to competitors when using Blue Ocean Strategy?

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4

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1 Create a leap in value

2 Focus on the big picture

3 Reach beyond existing demand

4 Build execution into strategy

5 Here’s what else to consider

Business Strategy

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How do you respond to competitors when using Blue Ocean Strategy?

1

2

3

4

5

1 Create a leap in value

2 Focus on the big picture

3 Reach beyond existing demand

4 Build execution into strategy

5 Here’s what else to consider

Business Strategy

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