Blue Ocean Strategy and Competitive Advantage of Dangote Holdings in North-Central Nigeria

Abstract

The study examines Blue Ocean Strategy and competitive advantage of Dangote Holdings in North-Central Nigeria. The objectives of the study are to among other things investigate the application of BOS strategies of product/ service differentiation and value innovation in achieving competitive strategies in Dangote Holdings. To achieve the objectives of the study, a survey research design was used and data collected from 70 management staff of the Dangote Holdings in North-Central Nigeria through a questionnaire designed in five points Likert scale. Data collected were subjected to careful and painstakingly analysis through descriptive and parametric statistical tools. Specifically, tables, mean scores and percentages were the descriptive tool used while multiple regressions were used to test the hypotheses of the study. The test indicated a positive and significant influence of the independent variable on the dependent variable. Consequently, the study recommends product differentiation and value innovation as means of setting the company apart from others so as to exit Red Ocean market before the wave of change sweeps take them by surprise.