Each company is guided by a strategy. Choosing the right strategy is the key to every company's success. There are more types and subtypes of strategy known. The blue oceans are not a new term in the professional literature, but are still underdeveloped, so companies themselves are not familiar with this concept. Enterprises that no longer want to be part of the red oceans are trying to find the way to the blue oceans. Innovation and creativity are words that characterize the blue ocean strategy. The blue oceans want to move away from others with their innovativeness and to be themselves a competition. They themselves create the market and create rules in that market. Any company that wants to succeed in the market must move away from the competition. High quality products and services, but low cost, want to reach customers and raise their value. The Blue Ocean Strategy is one of the ways to achieve profitable and fast growth in the market. In this graduate thesis the strategic orientation of Croatian companies was explored. Research has shown that companies are more prone to the red oceans and less blue. Surveyed companies are more inclined to compete with other companies and be better off than competitors. Along with the competition, the quality of products or services is of vital importance. Customers want to offer a quality product or service and thus gain their trust.