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EXPLORING UNCONTESTED MARKETS WITH BLUE OCEAN STRATEGY IN CONVENIENCE FOOD BUSINESS-A CASE OF ID FRESH FOOD
The market for Ready-to-Cook (RTC) food products in India has witnessed an unprecedented growth over the last few years on account of busier lifestyles and rising income levels of consumers. The attractive profits and potential growth opportunities in this sector has triggered the entry of multiple players, making the RTC sector extremely competitive and a red ocean. Therefore to set itself apart from competitors in this sector, any new entrant has to offer a unique value innovation. Brandeddoi:10.5281/zenodo.6427182 fatcat:kuddmdmfq5fcbol7es7w33udim