In business, Blue Ocean is a strategic concept that focuses on finding uncontested market space and make competition irrelevant. A great example of a Blue Ocean strategy comes from Nintendo. In the late 90s as the video game industry was becoming more and more competitive, Nintendo, the once leader of the pack began losing to longtime rival Sony Playstation and newcomer Microsoft Xbox. As a result, to regain market share, they started to focus on a different audience that was generally not targeted due to social norms. They shifted their focus from the predominate gaming demographic which includes teenage and young adult males, to women, children, and elderly people with their new Nintendo Wii and fitness sports games. At a price point of 200 dollars per Wii console, it was more targeted towards the less hardcore gamers and focused on those who enjoy short challenges without having to invest in long hours. Additionally, they started the trend of fitness tracking with their Wii Fitness and became vastly successful until other companies like FitBit overtook them. However, the success from Nintendo provides a great example of how existing companies can still find opportunities in a hyper competitive market.
When they zig, you zag.