I want to specialise my business

There are various recipes for how a company can become more specialised and hunt out business areas that competitors have not yet begun to cultivate.

One of them is Blue Ocean Strategy, which distinguishes between red and blue oceans. The red ocean is close to shore where everyone fishes, and represents markets with fierce competition. The blue ocean where few dare to fish, on the other hand, is teeming with untapped opportunities.

Sustainable companies can sail into the blue
Sustainable solutions are currently opening up an ocean of opportunities. More and more companies are after environmentally-friendly or socially beneficial solutions.

Large and well-known companies have been successful in meeting this demand. If your company dares to sail with them into the blue ocean, the chances of a good return are considerable, because your company will be one of only a few to venture out that far.

Industries particularly worth focusing on include textiles and clothing, tourism, industrial products and transport solutions.

Some companies are using Blue Ocean's opportunities to target new customer groups for their products, for example the mobile phone companies introduced the prepaid phone card, which made it easier for people who cannot afford a subscription to use a mobile phone.