"Red Ocean, Blue Ocean" is the concept from the business strategy book "Blue Ocean Strategy" by W. Chan Kim and Renée Mauborgne that aims to help companies grow under different market conditions and adjust their actions accordingly to market "temperature":

• Red Ocean: an already established market with competitors. How to take advantage?
  • Better cost;
  • Better quality;
  • Focus on a specific niche;
  • Better branding;
  • Relationships;
• Blue Ocean: an unknown market space, where demand is created rather than fought over. How to win:
  • Innovate
  • Create new demand
  • Attract new customers The Blue Ocean almost always looks more appealing due to the lack of competitors; however, you should be a visionary to see them. While the Red Ocean may seem rough, knowing the rules and the market might help you secure your share.