redspear on 24 April 2007
| Red Ocean Strategy | Blue Ocean Strategy |
| Compete in an existing market place | Create an uncontested market place |
| Beat the competition | Make the competition irrelevant |
| Exploit existing demand | Create and capture new demand |
| Make the value/cost trade off | Beat the value/cost trade off |
| Align the whole system of a company's activities with its strategic choice of differentiation or low cost | Align the whole system of a company's activities in pursuit of differentiation and low cost |
