Scenario: Although innovation is usually the strategy of a brand new start$-$up company, it is also a way for well$-$established companies to stay ahead of the competition. It can be tempting for successful firms to rest on their laurels, but this can leave them vulnerable to changes in the market, especially when technology is driving that change. One way for companies to innovate is to follow a blue$-$ocean strategy.

Task: Explain what is meant by a blue$-$ocean strategy and identify a company that has followed this type of strategy to open a new market. Discuss the product and the strategy and describe its success or failure.