Another example of huge success of blue ocean strategy is 2 wheeler market in India in mid eighties.
Upto mid eighties two wheeler market was dominated by Bajaj Auto which had almost 100% market share with waiting period of 3-5 years for their 2 stroke 150cc fuel guzzling, (30-40 km/ltr) sluggish but dependable scooter.
Honda entered this market with very fuel efficient (100 km/ltr), 4 stroke mobike which had very good pick up and also could run on unmetalled village roads.
Honda could foresee rising fuel prices, untatapped rural market and younger generation of India which loved fuel efficiency with good pick up. Within next 5 years Honda mobike was largest selling two wheeler in India and had captured more than 50% market share. At present this mobike is largest selling mobike in the world. (...) Read more? Sign up for free