New Approaches to competitive strategies on the example of the professional cosmetics market

Abstract

The article describes new methods of design and implementation of competitive strategies, allowing for manufacturers of goods and services not only to avoid the direct market competition, but also to bring the satisfaction of consumer needs to a new level. Starting from the classical I. Ansoff and M. Porter approaches to corporate and competitive strategies, author on example of professional massage oils industry concludes that using of innovative tools, known as «blue ocean strategy», proposed by W. Chan Kim and R. Moborn, - one of the few ways to output product from competition, because it might make product so different from the existing market, that competition with it will be meaningless.