Nespresso has not competed with their rivals like coffee shops and instant coffee bag manufacturer directly. Instead, they changed another way to join in the fierce competition. They found the blue ocean where most of their positions had not been explored. Organizations should try and find a way to work in a marketplace (Blue ocean) that isn't bloodied by the competition and is free of competitors.

 

Before Nespresso, coffee machine and coffee bags are singular, while Nespresso can provide hundreds of coffee tastes. Before Nespresso, coffee shops are not convenient for every-day and every-time coffee drink, while Nespresso can help households make coffee for the family conveniently. It raised and create some things well above the industry's standard as well as eliminating and reducing some things already exist in the industry. In this way, blue ocean was created.