<Li> Dyson: Cyclonic Vacuum Cleaners . </Li> <P> Reports of businesses using blue ocean strategy concepts include: </P> <Ul> <Li> China Mobile: China Mobile CEO Wang Jianzhou talked about China's hinterland as a classic "blue - ocean market," where the company is casting its net widely without worrying about getting tangled up with the nets of rivals . </Li> <Li> Pitney Bowes: Michael Critelli, the departing CEO of Pitney Bowes, explained how Pitney Bowes created the Advanced Concept & Technology Group (ACTG), a unit responsible for identifying and developing new products outside . Critelli cited ACTG's development of a machine, which enables people to design and print their own postage from their desktops, as an example of a blue ocean strategic move . </Li> <Li> Starwood: One group which has been exploring blue ocean thinking for the past three years is Starwood Hotels and Resorts . In an interview to INSEAD Knowledge, Robyn Pratt, Vice President, Six Sigma and Operational Innovation talks about how they are taking a step - by - step approach to implementing the concept . </Li> <Li> Wii: Rather than releasing a more technologically advanced video game console with more features as in previous generations, Nintendo released a console with innovative controls made to attract populations that are typically excluded from the target demographic for video games, such as the elderly . </Li> <Li> TATA Motors: With its recent product, the Nano car, the company has adopted a combination of differentiation and low cost . </Li> <Li> Starbucks: This company entered a historically crowded market place, the coffee shop industry; however, it found its way to success through the blue ocean strategy . Starbucks separated itself from the competition by combining differentiation, low cost and a customer oriented approach from the beginning of its operation . As well as this, Starbucks focused on maximising its brands exposure, rather than solely focusing on itself as just another coffee shop . In terms of differentiation, Starbucks offered a variety of products, such as smoothies, teas and a selection of coffees that no other establishment was offering . By training specialised staff, the company was operating on less staff than would usually be needed, whilst maintaining professionalism and excellent customer service, for example, personalised coffee cups . In order to maximise the customer experience, Starbucks set out to change the furnishings throughout their stores, creating a comfortable environment which convinces its customer to spend longer in store . </Li> </Ul> <Li> China Mobile: China Mobile CEO Wang Jianzhou talked about China's hinterland as a classic "blue - ocean market," where the company is casting its net widely without worrying about getting tangled up with the nets of rivals . </Li>

What is red ocean and blue ocean strategy