Blue Ocean Strategy

The Wii was launched into a gaming market dominated by two major players, Sonys PlayStation 3 and Microsofts Xbox 360. With two big incumbents, Wii would have found it difficult to penetrate their market directly, thus it adopted a new strategy called competing against non-consumption ADDIN ZOTERO_ITEM citationID8ai774cpe,citationItemsurihttp//zotero.org/users/local/tUJWx8bD/items/5NHWKJSI (Scott, 2008). By doing this the Wii effectively positioned its product where the competitive forces were weakest ADDIN ZOTERO_ITEM citationID2qs9ng3o0s,citationItemsurihttp//zotero.org/users/local/tUJWx8bD/items/B3SV7P6M (Porter, 2008). ADDIN ZOTERO_ITEM citationID19bh304m42,propertiescustomScott (2008),citationItemsurihttp//zotero.org/users/local/tUJWx8bD/items/5NHWKJSI Scott (2008) elaborates that