Role of Blue Ocean Strategy in Marketing of Mobiles

Abstract

The concept of blue ocean strategy is well defined in the quote blue ocean strategy: “Do not Compete
with Rivals-Make Them Irrelevant”. “Blue Ocean Strategy” is considered to be a simultaneous
pursuit of low cost and differentiation for creating a new space in the market. A proven and practical
approach to creating breakthrough business ideas, blue ocean strategy seeks to make the competition
irrelevant by creating a leap in value for both the company and its buyer. Today in the age of tough
competition companies are using various strategies to have edge over to their competitors. But this
new strategy is all together different and highlights the combination of innovation, creativity and risk
taking abilities. The present study is based on primary data and it highlights the success of Samsung
mobiles in the present market. Samsung by introducing entirely a new series of mobiles with different
set of technologies has changed the attitude of customers towards the mobile purchase and it has
definitely set new standards in mobile market. And the competitors of Samsung are unable to match
this entirely new range of mobile by the company. This study is based on primary data which has been
collected by using structured questionnaire by customers and distributors of Jabalpur. This paper will
bring out the application of Blue Ocean Strategy with special reference to Samsung Mobiles.