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Your points are well taken. I do not totally endorse a un-regulated marketplace. But I have some other points.
”…if a company makes a crappy product, people will not buy it and so it will fail.”
Yes, they will. And the smart money knows it. “How can you say that Oracle is better than Ingres, Lotus1-2-3 better than SuperCalc Five, McIntosh better than Amiga, or the Intel 80386 better than the National 32032? How indeed? For in fact, feature for feature, the less successful product is often arguably superior…..there is no clear reason why one venture succeeds and the next one fails….” - From “Crossing the Chasm” by Geoffrey Moore. IBM never had great products, and were never cheap. They sold “value”.
”The reality is that consumers favor products that are either (1) cheapest to buy, or (2) products which bear a familiar brand name.
I think this is too simplistic. People make all kids of buying decisions that have nothing to do with price or brand name. Delivery, training, support, parts availability, the hassle-factor, etc. are all in play here. I had a friend that sold a highly technical product and he never got into the product features or any superiority it may have had against its competitor (IBM) – he sold it on the basis of training! Training! Jeeesus!! It astounds me to this day remembering how he did it.
”… a products that is cheap to buy - it has to be made cheaply.” Not always. You can find your niche in which the other guy is not. Moore’s book discusses the D-Day Analogy that shows alternatives.
But here’s is where I want to add to your argument: a big problem with the success of new or old businesses can be laid squarely at the feet of – WALL STREET, and the Street’s pre-occupation with quarterly numbers and ever-increasing market share. It’s just stupid.
Company managers that concentrate on growth vs. truly managing their companies and products do a great disservice to all, stockholders as well as employees. Boards do a great disservice to their stockholders by hiring company executives, then base their compensation on bonuses strictly on increasing shareholder equity, all to satisfy a Wall St. that demands that growth or perish.
The steel industry is not in trouble because of Chinese imports, or the cost of union labor that republicans rail against; it's because those great white-collar managers chose to ignore other markets because those markets had margins that were too low to satisfy Wall Street's incessant demand for quarterly growth.
Steel is alive and well in the U.S., but you have to look a bit for it. It’s in niche markets that the big companies ignored, and ignored to their peril! (Steel is not the only indstry, look what McNamara did to Ford with his obsession with numbers.)
Sony did to radio and TV what other companies did to big steel. Why did Sony succeed? They went after a market that GE, Westinghouse, RCA, etc. did not want because the margins were too low for Wall Street. Let those little Japanese pissants at Sony have it, that crapply little $3 radio using that crappy unreliable transistor. But, for a lot of buyers - it was good enough.
What happens when Sony eventually dominates the market that is on the bottom of the market margins? They have no place to go but UP, so they do. But this time Sony is stronger, has more resources, and the next market's margins are bigger to get even more resources. Sony went after the next soft underbelly that the bigger companies chose to ignore because of, again, those same low margins. Next thing you know, niche by niche, belly by belly, they own entire markets and the “bigs” are history.
The best book on this subject is a real eye-opener called, “The Innovator’s Dilemma” by Clayton M. Christensen. It's a fun read. The book explains why the best companies, with the best products, and the best marketing, the best everything – fail. You do everything right, everything perfectly done as taught in Harvard's MBA program - and you still fail. How does a company like Digital Equipment Corp. get on the cover of Fortune Magazine as the country’s most admired company one year, and a mere two years later is filing for bankruptcy?
” If making a child's blanket flame-retardant costs more (and it does) then nevermind making it flame retardant…” Not always. Your own comments on marketing somewhat refute that. You can sell something else. Fear and guilt works; “…you wouldn’t put your child at risk with non-retardant clothing, would you? What kind of parent are you?” Cell phones: “What if your child needs to call you for help? Don’t they need a cell phone to protect them – and give you the peace of mind you need? (Lots of parents got their kids cell phones after Colombine.)
”…use advertising and marketing to create an image for your name.” Yes! Dead on the money!
I enjoyed your comments – and I love that closing quote!
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