The Way to Market Your Business


And how can we look at plan development out of a Blue Ocean standpoint? And why do we even need to?

This could be old news for some, however, I was recently asked about Blue Ocean Strategy, so this report.

There is nothing new to report here as the concept was not new as it made the information when Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant was printed in 2005.

W. Chan Kim and Renée Mauborgne, writers of this publication, articulated something which great marketers have always understood.

Especially, that a fantastic way for organizations to achieve strong growth and attain above average gains is by carving out a new market for themselves and generating demand in what might, for a little while, be the uncontested market area.

Red Ocean is the expression they connected, somewhat disparagingly, together with the more conventional method of competing head-to-head together with indirect and direct competitors for a bigger share of a predetermined size pie, (i.e. recognized clients in a present industry). This conventional approach shouldn’t be ignored out of hand, though, since many organizations attain outstanding results the Red Ocean manner by providing a product or service which has a greater perceived value than other market choices and marketing it creatively.

Red Ocean Strategy is regarded as a zero-sum sport in which one firm’s gain reflects another organization’s loss. “Stealing market share” is an integral element of the strategy – and in certain instances is the correct way to approach the issue at hand.

There are instances, but when it is hard to slip share and also to realize sufficient profits to reach double-digit gains. This is particularly tough when…

  • • that the market is saturated,
  • • customers are bombarded with numerous options,
  • • supply exceeds demand and prices, etc..

In such conditions, the only way to jump ahead of the bunch would be to challenge the inherent assumptions in the business – and also for senior executives to question how their firm competes in their perpendicular and how it conducts business generally. Sadly, this happens all too rarely.

Within this type of tough market scenario, I counsel customers to.

  • • Look past their present market bounds – to see if there are complementary businesses that may use their products or solutions (possibly with a little tweaking)
  • • To concentrate on ways their products may resolve myriad customer issues (corporate or retail) – not only the ones of their present target market
  • • Determine whether there are easily-incorporated adjustments to this item which could stimulate demand in the present market sections
  • • Pursue an affordable price strategy (it is required to offer you the perceived worth – it’s not essential to be the lowest price supplier).

For many businesses, this will emphasize ways of doing business, and identify formerly discounted markets. Creating approaches to successfully market to those sections will typically represent a paradigm change… and this is actually exactly what the Blue Ocean strategy is really all about.

Within the last 100 decades or so (as I said, the idea isn’t new), it had been this sort of thinking that led to…

  • • Sunflight Holidays providing Canadians cheap Caribbean vacations with charter flights in the 1970s
  • • Fred Smith heritage FedEx at 1971 and bringing the planet overnight delivery two Decades after
  • • CNN bringing us in 1980 with 24/7 information in 1980
  • • Starbucks providing us coffee bars along with the +$5 cups of joe to move
  • • Cirque de Soleil using its sold out nonetheless lion-less circus functions
    And of course mutual funds, mobile phones, discount retail, minivans, snowboards, house “video” and much more.

One of them:

• Higher margins from the first days;

The principle of searching for the sweet spot where your business’s goods or solutions are genuinely distinguished from those of anybody else doing business in the industry is one of the crucial pillars for creating an excellent business plan. Get more information