{"id":2126,"date":"2018-07-11T11:47:07","date_gmt":"2018-07-11T09:47:07","guid":{"rendered":"http:\/\/www.rabuso.com\/en\/?p=2126"},"modified":"2021-03-05T21:22:34","modified_gmt":"2021-03-05T20:22:34","slug":"navigating-through-red-and-blue-oceans","status":"publish","type":"post","link":"https:\/\/www.rabuso.com\/en\/blog\/news\/navigating-through-red-and-blue-oceans\/","title":{"rendered":"Navigating through red and blue oceans"},"content":{"rendered":"

\"\"<\/p>\n

In the year 2000, the USA\u2019s wine industry had the largest aggregate consumption of wine in the world but was overcrowded by national wineries that were competing with other imported labels, in other words, they were navigating across a \u2018Red Ocean\u2019<\/strong>.<\/p>\n

The term \u2018Red Ocean\u2019 is used to describe known markets where companies fight head to head by focusing on already existing customers.<\/p>\n

In contrast with these overly populated markets there are \u2018Blue Oceans\u2019<\/strong>, uncontested market spaces with a whole new set of consumers and where the rules of value and cost trade-off do not apply.<\/p>\n

Blue Ocean strategies are\u00a0not about fighting competitors off, they\u2019re about making them irrelevant.<\/p>\n

They can be carried out by asking ourselves \u201cwhich factors should be raised, reduced, eliminated or created within the industry?\u201d as well as to looking across alternative markets.<\/p>\n

In 2001, the Australian company Castella Wines had a vision, \u201cto create an approachable wine that everyone could enjoy\u201d and\u00a0came up with a simple two bottle selection of drinks called [yellow tail]<\/strong>.<\/p>\n

The idea quickly took over the USA\u2019s wine industry and the Castella wines became one of the top five most powerful wine companies in the world in less than 10 years.<\/p>\n

They had found a Blue Ocean by turning a complex snobby beverage into a fun and easy drink.<\/p>\n

By eliminating expensive ageing processes that were not appreciated by the average customer, they were able to achieve differentiation and low-cost simultaneously<\/p>\n

This is known as value innovation and it is the key to conquering a blue ocean.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

In the year 2000, the USA\u2019s wine industry had the largest aggregate consumption of wine in the world but was overcrowded by national wineries that were competing with other imported labels, in other words, they were navigating across a \u2018Red Ocean\u2019.<\/p>\n","protected":false},"author":216,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-2126","post","type-post","status-publish","format-standard","hentry","category-news"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t