Red Ocean Strategy

In This Article

• The red ocean approach is based around direct engagement in competition, where companies strive to offer superior products or services to obtain market share and establish themselves as market leaders.
• Unlike the blue ocean strategy, which encourages creating new demand in new market spaces, the red ocean strategy focuses on capturing existing demand.
• The red ocean strategy operates within known market boundaries, leveraging existing demand and applying the insights derived from publicly accessible market data and competitive research.
• The strategy of a company and its honed business model across time can be mimicked by competitors, with further modifications based on the weak points identified (and vice versa).
• The rule to abide by to successfully navigate crowded, highly competitive market spaces is to remain agile and responsive at all times.

How Does the Red Ocean Strategy Work?

The red ocean strategy is a competitive framework focusing on outperforming competing companies (or rivals) in an existing market.

The term “red ocean” metaphorically refers to the “bloody” competition inherent to these sorts of crowded markets.

Simply put, the red ocean strategy is based on competing in established markets, aiming to outperform competitors to capture a larger share of existing demand.

The predominant risk posed by a red ocean market is intense competition in a saturated market, which can lead to significant hurdles later down the road.

The red ocean strategy is rooted in the principles of competitive advantage and market share acquisition, which contrasts with the blue ocean strategy, which aims to create new markets and make competition irrelevant.

Broadly, companies that strive to differentiate themselves from competitors in the market can only achieve that by offering a unique value proposition.

Considering the intricacies of the competitive landscape, the necessity to constantly monitor market trends, the strategic initiatives of companies operating in the same (or an adjacent) industry, and emerging developments that pertain to the market are the foremost important factors in red oceans, in lieu of prioritizing the customer, product development, and value innovation.

But of course, no business model is entirely structured around the red ocean strategy (or blue ocean strategy).

How to Effectively Implement Red Ocean Strategies

Companies employing the red ocean strategy aim to gain a competitive edge by enhancing their offerings, production differentiation, and reducing costs.

Companies must focus on differentiation within the existing market parameters to attract customers from competitors, which can be achieved via a multitude of strategies.

• Product Innovation (Features)
• Product Bundling (Complimentary Goods)
• Upselling
• Cross-Selling
• Branding and Reputation
• Loyalty Programs
• Quality Improvements
• Cost Leadership

By leveraging cost leadership, product differentiation, and other niche strategies, companies can navigate the competitive waters of red oceans to achieve sustainable growth.

However, acquiring new customers is only one piece of the puzzle. For a company’s operations to be sustainable over the long term and continue its growth trajectory, it must attract and retain customers, thereby increasing its market share.

The red ocean strategy emphasizes efficiency and effectiveness in operations to maintain a competitive position. For example, the optimization of internal production processes and cost-cutting initiatives without incurring a compromise in quality.

The incremental improvements to products or services can be enough as a near-term buffer to ensure the current value proposition meets or exceeds customer expectations — but that pattern of continuous adjustments on an ad hoc basis is not a viable standalone strategy over the long run.

While opinions differ among practitioners and operators, incremental improvements are sub-optimal relative to radical innovations, but the aforementioned focus on incremental improvements is an intrinsic part of red ocean strategies.

How to Compete in Red Oceans

In order to establish a durable moat, companies must devise a method for attaining more market share and establishing a more dominant position in the competitive landscape (and thus, incremental improvements will not cut it).

The management team executing the strategy must remain diligent in closely monitoring market conditions, and adjusting strategies accordingly is necessary.

By analyzing historical data and conducting customer research, such as surveys, are methods, management—the team of executives that steer the strategic direction of the company—can better predict customer behavior and identify potential market trends that are on the verge of materializing.

However, to take a step back, the effective implementation of the red ocean strategy requires alignment of the various business divisions and functions within a company. For instance, a couple of divisions that must be in alignment include the following:

• Marketing
• Advertising
• Operations
• Customer Service (or Support Team)

Each department must work together to consistently deliver a cohesive and compelling value proposition, which impacts the company’s overall branding (i.e. “customer-facing”).

Consistent messaging at all touchpoints (and perceived quality) is necessary for companies to build a strong brand reputation, attract new customers, and build up a reliable base of loyal customers for repeat business.

Furthermore, the company must minimize the potential downside by diversifying its revenue streams, which can be achieved by creating more product offerings to reduce the concentration of revenue on one product or exploring new end markets to sell to.

But to reiterate from earlier, a company’s priority should ultimately be to offer excess value to differentiate itself from its competitors in the market space based on its understanding of the target customer base and end market.

Red Ocean Strategy: What are the Characteristics?

Red Ocean vs. Blue Ocean Strategy: What is the Difference?

The key differences between red ocean and blue ocean strategies revolve around their approach to market space, competition, demand, and the value-cost trade-off.

• Red Ocean Strategy ➝ From a high level, the red ocean strategy focuses on competing within existing market space, aiming to beat the competition by exploiting existing demand.
• Blue Ocean Strategy ➝ In contrast, blue ocean strategy creates uncontested market space, making the competition irrelevant by generating new demand.

The red ocean strategy requires choosing between differentiation and low cost, whereas the blue ocean strategy breaks the value-cost trade-off by pursuing both simultaneously — which is the distinction that sets the fundamental differences between each strategy’s approach toward achieving growth.

The choice between red ocean and blue ocean strategies is contingent on a company’s long-term vision, risk tolerance, and resources.

With that said, there is merit to both strategies, so the choice should be informed by a company’s strengths, market insights, and risk appetite.

Red Ocean Strategy: What are the Pros and Cons?

While the red ocean strategy offers the advantage of operating within known market boundaries, the plan comes with significant challenges.

Companies must carefully review their overarching, long-term objectives, resources on hand, and current market conditions to determine if the red ocean or blue ocean strategy is the right approach.

Red Ocean Strategy Advantages

• Established Market ➝ Operating in an established market reduces the risk of creating new demand. Companies can leverage existing demand and market conditions to predict customer behavior and trends. By focusing on existing markets, businesses can reduce the risk of failure and achieve sustainable growth.
• Existing Demand ➝ The red ocean strategy provides a clear understanding of the market and customer preferences. Companies can leverage existing demand and market conditions to predict customer behavior and market trends, so the strategy has more stability.
• Less R&D Spend ➝ The red ocean strategy requires less investment compared to creating a new market. Companies can leverage existing demand and market conditions to predict customer behavior and market trends rather than researching an unknown market and incurring significant R&D costs.
• Established Demand ➝ Companies operating in established markets can leverage existing demand to predict customer behavior and market trends.
• Predictable Market Conditions ➝ The red ocean strategy provides a clear understanding of market conditions, allowing companies to predict customer behavior and market trends.
• Customer Loyalty ➝ Companies operating in established markets can build strong customer relationships to ensure loyalty and repeat business.
• Brand Recognition ➝ Companies operating in established markets can leverage existing brand recognition to attract and retain customers.
• Operational Efficiency ➝ The red ocean strategy emphasizes efficiency and effectiveness in operations to maintain a competitive position. Optimizing processes and reducing costs without compromising quality are part of this emphasis. Companies must continuously improve their operations to deliver more value to customers at a lower price.
• Competitive Advantage ➝ Companies operating in established markets can leverage their unique strengths to create a competitive advantage. Innovation, quality improvements, or cost leadership can achieve this advantage. By doing so, businesses can attract and retain customers, thereby increasing their market share.
• Competitor Insights ➝ The red ocean strategy contributes toward developing a comprehensive understanding of the competitive landscape, allowing companies to analyze the strengths and weaknesses of each competitor. Strategic decisions can be informed by those insights, helping businesses position themselves effectively in the market by leveraging their unique attributes.

Red Ocean Strategy Disadvantages

• Competition-Oriented Model ➝ One common criticism of the red ocean strategy is that it can lead to a focus on competitive research at the expense of understanding customer needs. Companies must build strong customer relationships to garner loyalty and trust, which are integral for long-term business success and generating recurring revenue.
• Intense Competition ➝ The red ocean strategy is characterized by fierce competition, which can lead to aggressive tactics like price wars. Companies must continuously monitor market trends and competitor activities to stay ahead.
• Commoditization Risk ➝ Products or services can become commoditized, leading to competition primarily on price. Profit margins can erode, making it difficult for companies to differentiate themselves from competitors. Businesses must continuously seek ways to innovate and add value to their offerings.
• Limited Growth Opportunities ➝ Growth is often limited to the size of the existing market. Companies must continuously seek ways to expand their market share and attract new customers. Diversifying product offerings or exploring new market segments may be involved in these efforts.
• Profit Margin Compression ➝ Continuous competition can lead to declining profit margins. Companies must carefully balance competitive pricing with maintaining profitability. A comprehensive understanding of cost structures and the ability to operate efficiently are required for this balance, which can contribute toward a business maintaining its competitive edge in the market.
• Stagnation in Product Innovation ➝ Focusing on incremental improvements can stagnate innovation. Companies must invest in research and development to stay ahead of market trends. The active pursuit of such investment opportunities requires a long-term commitment to continuous improvement and a willingness to take risks.
• Price Sensitivity ➝ Customers may become more price-sensitive, expecting lower prices and better deals. Profit margins can erode, making it difficult for companies to differentiate themselves from competitors.
• Short-Term Oriented Focus ➝ Competitive pressures can force companies to adopt a short-term focus. The reactive approach to changing market conditions, rather than a proactive one, is suboptimal but innate to the red ocean strategy. Nonetheless, companies must balance short-term goals with long-term strategic objectives to navigate the challenges of the red ocean and achieve sustainable growth.
• Resource Allocation ➝ The red ocean strategy requires careful resource allocation to maintain a competitive position. Companies must invest in research and development, marketing, and operations to stay ahead of competitors. An in-depth understanding of the industry’s cost structures and unit economics is the first step to implementing changes that cause an improvement to the operating efficiency required for effective resource allocation (i.e. higher ROIC).
• Market Saturation ➝ The red ocean strategy can lead to market saturation, limiting growth opportunities. Companies must continuously seek ways to expand their market share and attract new customers. For instance, by diversifying product offerings or exploring new market segments, a company can better navigate the challenges of the red ocean (i.e. the unexpected hurdles).

Red Ocean Strategy: Industry Examples

Companies in a red ocean continuously pursue new plans to achieve sustainable growth, improve their products, and differentiate themselves from competitors.

While not all tactics pay off as intended, the following list contains examples of real-life companies that have recently undertaken strategic initiatives to match the changes in consumer preferences.

• Automobile Industry ➝ Toyota competes by enhancing its hybrid technology in models like the Prius, while Ford focuses on improving the durability and performance of its F-150 trucks. Toyota’s investment in hybrid R&D and Ford’s emphasis on truck innovations attract specific customer segments, aiming to increase market share.
• Fast Food Industry ➝ McDonald’s introduces plant-based options like the McPlant and enhances digital ordering systems, while Burger King markets its flame-grilled Whopper and implements the “Have it Your Way” customization. McDonald’s leverages technological innovation and Burger King focuses on product differentiation to attract and retain customers.
• Telecommunications Industry (Telecom) ➝ Verizon reduces prices for its unlimited data plans and expands its 5G network, while AT&T offers bundled services like internet and TV packages at discounted rates. Verizon’s aggressive pricing and network expansion and AT&T’s service bundling aim to attract and keep customers in a highly competitive market.
• Consumer Electronics ➝ Apple continuously innovates with new products like the iPhone 15 and Apple Watch Series 9, featuring advanced health monitoring. Samsung competes by enhancing the Galaxy S23 with superior camera technology and foldable phone options. Apple’s focus on health features and Samsung’s camera and design innovations keep both companies ahead of trends.
• Retail Industry ➝ Walmart offers consistently low prices and enhances online grocery delivery services, while Target introduces exclusive designer collaborations like the Hunter for Target collection. Walmart’s pricing strategy and online services, coupled with Target’s unique product offerings, aim to meet customer expectations and grow market share.
• Airline Industry ➝ Delta improves in-flight entertainment with personalized screens and free messaging, while American Airlines offers competitive pricing and upgrades its loyalty program with more benefits. Delta’s investment in passenger comfort and American Airlines’ focus on competitive pricing and loyalty enhancements aim to attract and retain customers in a competitive landscape.

Red Ocean Strategy Example: Microsoft (MSFT)

Microsoft Corporation (MSFT) is a prime example of a company successfully employing a red ocean strategy within the intensely competitive technology industry, where firms constantly vie for market share in established sectors.

Established in 1975, Microsoft has maintained its dominant position for decades by directly competing with other industry players in markets such as operating systems, productivity software, and gaming consoles.

The long-standing success of Microsoft’s red ocean strategy in maintaining its leadership position—even after founder Bill Gates stepped down—was a hard-fought road, comprised of constantly fighting for market share against formidable rivals, which can result in reduced profit margins and necessitating continuous investment in product development and marketing — albeit, Microsoft is a rare exception because the company manages to become the market leader across several domains, not just one.

In fact, Microsoft managed to become one of the most valuable publicly traded companies while facing some of the stiffest competition, most notably Google, Meta, Zoom, Nintendo, and Sony, to name a few — not to mention, Microsoft has also been facing regulatory pressure for antitrust.

The focus on incremental improvement is a risk that can cause Microsoft to miss out on disruptive innovations that could transform a sub-industry that is not in the company’s purview. Still, Microsoft has swiftly managed to capitalize on numerous trends via strategic acquisitions.

Given that context, Microsoft’s adept navigation of the red ocean strategy illustrates that, when executed effectively, the approach can sustain a company’s competitive edge — but note that Microsoft is truly an anomaly in the market, which most companies cannot mimic even if they tried to.

• Operating System Market ➝ In the operating system market, Microsoft’s red ocean strategy is exemplified by its Windows operating system. By focusing on incremental enhancements, such as improving security features, optimizing performance, and expanding compatibility with diverse hardware and software, Microsoft has retained a substantial market share, especially in the corporate workplace. Continuous competition with Apple’s macOS and various Linux distributions highlights its commitment to remaining ahead of its rivals.
• Productivity Software Market ➝ In the productivity software segment, Microsoft’s red ocean approach is evident through its Office suite, which includes Word, Excel, and PowerPoint. Despite the emergence of Google’s G Suite and other cloud-based alternatives, Microsoft has focused on enhancing its Office suite by adding new features, improving collaboration tools, and expanding cross-platform compatibility. These efforts have enabled Microsoft to sustain its market dominance amidst growing competition. The productivity software market is prone to commoditization, creating the risk of increased price sensitivity and diminished brand loyalty.
• Gaming Console Market ➝ In the gaming console market, Microsoft’s Xbox directly competes with Sony’s PlayStation and Nintendo’s consoles. Microsoft has prioritized acquiring exclusive game titles, making hardware improvements, and developing online gaming services such as Xbox Live to secure a competitive edge. Microsoft also acquired several game development studios to bolster its exclusive content offerings, demonstrating its commitment to outperforming rivals.

Red Ocean Market Example: Artificial Intelligence (AI)

The recent advancements in artificial intelligence (AI) have intensified the rivalry between two technology giants: Microsoft, in collaboration with OpenAI, and Google.

The ongoing competition mirrors the historic competition between Apple and Microsoft, with both entities striving for dominance in the AI market.

Microsoft has strategically partnered with OpenAI, investing substantially in the AI research company to gain a competitive edge.

The collaboration with OpenAI has enabled Microsoft to integrate state-of-the-art language models, such as GPT-3.5 and GPT-4, into its products and services.

For instance, Microsoft Copilot, leveraging the advanced GPT-4 architecture to focus on code generation, exemplifies this integration.

^{OpenAI and Microsoft Strategic Partnership (Source: OpenAI)}

Conversely, Google has been developing its own AI models, including PaLM (Pathways Language Model) and LaMDA (Language Models for Dialogue Applications). These models exhibit impressive capabilities, with PaLM excelling in reasoning tasks, code generation, and multilingual proficiency, while LaMDA specializes in natural conversation. Google’s introduction of Gemini, its response to OpenAI’s ChatGPT, exemplifies its efforts to enhance AI performance and context understanding across modalities.

In terms of market share and capabilities, OpenAI currently leads with a 34.2% market share, significantly outpacing Google’s 10%. OpenAI’s ChatGPT-4 model boasts an impressive 1.76 trillion parameters, surpassing Google’s PaLM, which has 540 billion parameters. Despite this, Google’s AI models possess distinct strengths, with LaMDA focusing on natural conversation and PaLM excelling in reasoning tasks and multilingual proficiency.

The ongoing competition between Microsoft and Google is expected to intensify as both continue to push the boundaries of AI technology. Microsoft’s partnership with OpenAI provides a robust advantage, allowing it to enhance its products and services through OpenAI’s cutting-edge language models. Google, with its extensive resources and AI expertise, is working diligently to reposition itself as the market leader for AI while protecting the core of its business, or ad revenue.

Both Microsoft and Google are investing significant capital in research and development (R&D) and human capital to create the highest quality, most versatile AI models and tools that could revolutionize human interaction with technology.

The outcome of Google and OpenAI’s competition to become the frontrunners in AI technologies will have significant implications for the future of AI and have a broad impact across all industries.