This document introduces the concepts of red ocean strategy, which involves head-to-head competition in existing markets, and blue ocean strategy, which focuses on creating new market space through developing innovative products and services that make competitors irrelevant. It outlines analytical tools and frameworks for blue ocean strategy, including the pioneer-migrator-settler map, and discusses overcoming hurdles to execute blue ocean strategies that break traditional value-cost trade-offs.

2. Introduction to Blue Ocean Strategy
Red Ocean Strategy
Head to Head Competition
• Compete in existing markets
• Beat the competition
• Exploit existing demand
• Make the value-cost trade off
Blue Ocean Strategy
Creation of New Markets
• Create Uncontested Space
• Make the competition irrelevant
• Create and capture new demand
• Break the value-cost trade off

3. Analytical Tools & Framework

5. Focus on the Big Picture
Pioneer -
Migrator -
Settler Map

6. Strategic Sequence

7. Strategic Sequence Continued

8. Overcome Hurdles & Execute Strategy

9. Overcome Hurdles & Execute Strategy