Can Every Company Find Its Blue Ocean? (Part 1)

The Blue Ocean Strategy is a tool to find a profitable business territory which void of any competition. One of the key objectives of Blue Ocean Strategy is not to compete with other in the so-called Red Ocean.

Is there a Blue Ocean for every company, waiting for the company to dive and swim into? If every company is able to find its Blue Ocean, then its ocean will be very small, cause total market size it not infinite…… a funny thing to ponder isn’t it?

Now, I am not 100% skeptical of the Blue Ocean strategy, I’m just not convinced that every company can find its own Blue Ocean.
Take a company that deals with commodity – a sugar refinery company. Sugar is sugar, no matter how you brand it, package it or promote it. How can you find a Blue Ocean Strategy for a sugar producing company?