Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant, www.blueoceanstrategy.com, by W. Chan Kim and Renée Mauborgne, is an international best selling book with over one million copies sold in the fist year. Published by Harvard Business School Press last year, "blue ocean" is based on the premise that busineess should create rather than fight over market share.
Competing in a red ocean is when competitors fight it out for market share. As the waters get more crowded, chances for growth and profit are reduced. Blue oceans, on the other hand, are new, untapped market spaces. Organizations will always need to be able to fight it out in the red seas, but if they are to seize new profit and growth opportunities, they've got to be able to find/create blue ocean space.
The lesson for spa marketers? It's no longer about thinking outside of the box. Jump out of the box and into the blue ocean!
Here are some examples of Blue Ocean Spa Concepts:
- Male Grooming Lounges
- Limited Service Spas
- Social, Event-oriented spas