BLUE OCEAN STRATEGY (BOS)
Based on the Blue Ocean Strategy, Expo Gamma has decided to position itself in a different way than other rental companies that rent out furniture for the trade fairs and events branch.
Expo Gamma is a real niche player in the market. We only have a few product segments, but that’s what we really specialize in. We have a wider choice than anyone else and we also have the matching larger stocks in our warehouse.
Now, years later, we continue to build on the Blue Ocean Strategy. We will both internationalize and strengthen our position in our home market, Belgium.
A few years ago we already started our own branch (office + warehouse) in Paris. That’s going pretty well now. We deliver directly to the customers, as well as through other furniture rental companies who know how to use our large range.
In recent months, we have laid the foundation for further internationalization, resulting in the fact that from 2021 we will take further steps towards growth in both the Netherlands and Germany and who knows, even further into Europe (in the near future).
(1) The Blue Ocean Strategy (BOS) is a business strategy. The strategy was published in 2005 in the book of the same name, written by W. Chan Kim and Renée Mauborgne of The Blue Ocean Strategy Institute at INSEAD(2). The core of the strategy is to create new markets, the Blue Oceans. This is in contrast to competing with others in an existing market.
(2) INSEAD is an international management training institute, or business school. INSEAD was founded in 1957 in Fontainebleau, France, three months after the signing of the Treaty of Rome. The name INSEAD originally stands for Institut Européen d’Administration des Affaires, French for European Institute of Business Management.
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