The philosophy of ANF AC


  

BLUE OCEAN®

We move away from destructive competition between companies, and we maintain a constant search for new market horizons, generating value through innovation.

In order to achieve our objectives, we have taken on the Blue Ocean ® strategy and a permanent investment in R & D, thanks to this effort we have been able to develop innovative products with high value added, clearly differentiated, reliable and low cost.

The Blue Ocean strategy, created in 1990 by W. Chan Kim, seeks to put aside competition between companies, expanding the market through innovation.  

 

 

Red Ocean

Blue Ocean

Competes in the existing market

Creates a single market

Tries to beat the competition

Makes competition irrelevant

Exploits existing demand

Creates and catch a new demand

Trades according to cost-of-value

Breaks that rule

Aligns the rest of the organization with its strategic choice

Differentiation or low cost.

Aligns the rest of the organization with its strategic choice

Differentiation and low cost.

 


 
 

The blue oceans represent the business ideas that are unknown today, characterized by the creation of markets in areas that are not exploited, generating opportunities for profitable and sustained growth in the long term. The fundamental fact is that when the blue oceans appear, competition becomes irrelevant, as the rules of the game are waiting to be fixed.