blue ocean strategy

Blue Ocean Strategic Moves

Consider how Ralph Lauren, the U.S. designer created a blue ocean of “high fashion with no fashion” by understanding the factors that determine buyers’ decisions to trade up or down from one strategic group to another. In creating Polo, Ralph Lauren combined the best features of haute couture (designer name, elegance of their stores, and fine materials) with the best features of lower-priced classical lines (classical look, lower prices) to not only capture share from both strategic groups, but to also draw new customers into the market. That’s the second path to reconstructing markets termed “Looking across strategic groups.”

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