Contents

• Introduction
• About the Organization- Oman Air
• Oman Air- Blue Ocean Strategy
• Evaluation of Blue Ocean Strategy in Relation to other Competitive Strategies
• Conclusion
• References

Description

The main element on which the strategic management is based on is competition. In today’s market competition is the main driver for applying various strategies to continue growth and sustainability. The initial generic strategies of cost leadership, differentiation and focus developed by Porter enabled the organizations to add value to the existing products and market to beat the competition. But with growing technology and related resources the companies are able to imitate the products or services at a faster rate thus increasing the competition and reducing the profits. Blue ocean strategy has a different approach towards strategic management since it talks about creating a new market space and generating a demand among the non customers within an industry.
Blue ocean strategy thus enables organization to enter a market where there is no competition and they can control the demand and opportunities within the industry. Oman Air, a well established national carrier of Oman has increased focus on niche market. But there is untapped market in the country among which the airline can create a demand and apply blue ocean strategy by introducing low cost carriers in Oman. Currently, the market for low cost carrier is very less since the industry has ignored the need for low cost carrier in the country. The various competitive strategies such as Ansoff matrix, Experience and Scenario planning enables organizations to have competitive advantage by adding value to existing products or services whereas blue ocean strategy enables organization to introduce new products and services for an entirely new market segment ignored by the industry. Using the blue ocean strategy Oman Air will be able to create new value and demand for the middle class and the expatriates.