Blue Ocean Strategy

The subject of my bachelor's thesis is "Blue Ocean Strategy". The main goal of this work is to explain the problems of Blue Ocean Strategy, which is the actual trend in the market. The thesis is divided into two parts. The first part describes what it is competitiveness, competitive advantage, Porter's five forces model and its competitive strategies further build on the Blue Ocean Strategy, value innovation, analytical tools and system framework of strategy and attributes that well-developed Blue Ocean Strategy must have. In the practical part then I will focus on the application of Blue Ocean Strategy on the example of the emerging sports center in the Jindrichuv Hradec, using analytical tools and system frameworks of this strategy.