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Blue Ocean Strategy Paper The Blue Ocean Strategy is a book written by W. Chan Kim and Renée Mauborgne. The Blue Ocean Strategy focuses on a company searching for products where the company will lead the market uncontested to capture demand for a product. Leading the market requires the company to enter a market that has a need of a service or product. The strategy focuses on creating new products to meet the demands of the public. Introducing a product in a blue ocean leaves room for easy growth and a product that has a high return on investment. A Blue Ocean Strategy can help create brand equity for the product or service.
Blue Ocean Product Introduction The Swiffer Sweeper was launched by Proctor and Gamble in 1999. The sweeper challenged the household broom by being the first to enter the market offering dry clothes to trap dirt on floors. Since 1999, Proctor and Gamble continues to introduce new Swiffer product, such as the Swiffer WetJet and Swiffer Dusters. Good Housekeeping awarded the Swiffer Sweeper with their 2010 Innovative Products Award. Swiffer products are now used in more than 50 million homes across the world ("P&G", 2015). Proctor and Gamble disrupted the market with the introduction of the Swiffer, and the Swiffer product has reached brand equity. The introduction of the Swiffer product captured the market in a Blue Ocean of opportunity and reinvented how floors were cleaned.
Red Ocean Strategy The competition in the area of comparable home mopping systems has disrupted the profitability once felt by Proctor and Gamble. The Rubbermaid Reveal, Bona, and Lysol Clean-Flip Sweeper have increased the competition is the wet and dry mop industry. Competitors quickly saw the value in these types of mopping systems in today's fast-paced environment. The need was quickly realized and opened the market for a Red Ocean of

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