The blue ocean strategy, originally created by Chan Kim & Renée Mauborgne states that market segment is ultimately malleable and you can illuminate competition by effectively managing your strategy.

Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. It is about creating and capturing uncontested market space, thereby making the competition irrelevant. It is based on the view that market boundaries and industry structure are not a given and can be reconstructed by the actions and beliefs of industry players. https://www.blueoceanstrategy.com/

The strategy is differentiated from Red ocean thinking, which is attempting to compete in a pre existing market. Beat competitors and take advantage of current demand.

Blue ocean strategy focuses on Growing the pie rather than attempting to beat a market.