Most industries are operating in a red ocean with defined competitors that run their business in specific ways in a defined market. It is best described as shark-infested water where all the sharks are fighting for the same prey. You must take some time to evaluate whether you need to rethink your business strategies and branding to create a blue ocean for your products and services. This is fun and challenging at the same time! If you are spending all your time fighting for a piece of limited sales you are in a red ocean and you need to stop right now! You are probably constantly competing with your competitors just to increase your market share as your business becomes more competitive and aggressive with more and more competitors coming in. Profits are likely to diminish as well and eventually you will go out of business.