Blue Ocean marketing strategy on my bike

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Last year, folding bike designer Mark Sanders applied the Blue Ocean marketing strategy in which he compares the international bike market to a big blue ocean of potential. There's a small red ocean of bike enthusiasts where the major bike oceans direct all of their efforts.
Mark makes the case that the bike industry should try to migrate out of this red ocean of fitness cycling into the blue ocean of "everybody else" who can use the bike for transport and leisure.Mark is at the Taipei International Cycle Show now where he encourages bike industry leaders to apply the Blue Ocean strategy in their business to expand beyond their traditional "red ocean" market of fitness enthusiasts. It's an important talk, I think, and Carlton Reid posted Mark's slideshow presentation and notes online.

See also:
Bike Biz - Sanders: Bike trade missing the big picture.
Bicycle Design - Mark Sanders keynote presentation in Taipei.