I articulate: The new competitive advantages.
The theory that is taught in the economy faculties and in the business courses he suffers an important change when we move to the competition in the Network.
By all it is known the competitive advantages that a company must chase to support a prudential distance with his competitors. Many of the managerial strategies to continue only, chase to obtain this target. If a company does not possess a clear competitive advantage with regard to his competitors, the normal thing is that it does of his price this advantage but that takes him to a slightly desirable situation to work with narrow margins, or to isolate itself in specific niches of the market.
In this article we are going to analyze like this one changing the panorama of the competitive advantages.
Our target is to identify an advantage that could be lasting for the company, achieve it and once one has to support it.
If we do a revision of which type of advantages till now has been chased, we identify:
1. I boast.
On all the markets we find companies that do of his low price his ally to attract clients. On the distribution, on the manufacturers of electronics, etc, they are based in that for a sector of the important population the price is the decisive factor at the time of carrying the buy out. The structure of these companies and his logistics obeys this strategy. Not as it they have less benefits, but they must obtain it thanks to high rotation volumes and his results can become very variable.
There are manufacturers and lenders of services that do of the quality that they offer his maxim to achieve a faithful clients base.
We have examples in all the fields, in the same sector of the computer science we find manufacturers whose quality is his card of presentation. So that for a new competitor I turned out to be difficult to offer this quality level and even more to demonstrate it with a convincing record.
3. Service to the client.
It obeys the pretension to make faithful moreover, so that any client is treated as if it was special.
What happens nowadays is that a series of requests has been generalized on the part of the public for with the companies.
This way for example, today the whole world hopes to pay a reasonable price and obtain a reasonable quality, which is presumed high on the competitive current market. The companies see difficulties to lower even more prices, the efficiency that has been obtained in the cost management during the last economic crises does that this way is difficult. On the other hand today big quality is demanded in everything what we consume, any company that wants to differ for this route will think that the costs to achieve it make it prohibitive, only very select manufacturers as Mercedes or Lexus in the motoring can obtain it.
Summing the conclusion up the fact is that a reasonable price and a good quality are today essential requisites to last on the market, there have stopped being competitive advantages since all the manufacturers offer them.
The advantage that today it is necessary to chase is a step beyond a high service to the client. It is the called individualization.
This is the skill to personalize the products, services and the information for the individual consumer. When it goes so far as to individualize his clients, a company can anticipate his needs and his expectations, at the same time that for the client value has been created, since this will suppose a saving in time and to come even to a wider offer where to choose of the one that it would have if it was he who was the manager of looking for it.
The companies in the traditional world are, like much, in the phase of the service in the client. It has already passed for the price and for offering a quality more than acceptable. Nevertheless, the individualization is only attainable for those that operate with clients who generate a high benefit margin. And of what it is a question it is of offering the individualization in mass as next competitive advantage.
To offer the individualization it is needed: a flexible manufacturing, efficient channels of communication with the client, an integrated chain of supply and a detailed knowledge of the consumers individually considered. They all except the last one can become imitated by the competition. Really once someone shows the way it is a time question that they all continue it. But the last one is not so easy, since it demands to have had a relation with the client during long periods of time. Thus the company that possesses this knowledge can go forward to the needs of his clients, the competition then will remain behind on not having been able to offer an answer on time to this offer.
Who is applying this advantage? We go to the practical examples, let's see in that place of the cyberspace takes place this battle more hardly. The bookstores online Amazon and Barnes and Nobleman (the first publishing group in the USA) will serve to us to explain it better.
Both bookstores are marked very closely in what they offer his clients, any characteristic that offers one, other one will offer it immediately. Discounts, books of balance, instantaneous searches, enormous offer where to choose (more than 8 million qualifications), serviceability as the buy with only one click of the mouse was offered by Amazon and at once copied for B and N, although they have dissolved precisely this matter in the court on having understood Amazon that his technology had been copied to achieve it.
Both companies offer also the service of personalized books, there are offered to the client books of his possible interest based on his record of buys (there is the whole study on this point), thus if I personally realize the buys in Amazon they will have my buys record, what will allow them to know which my tastes are and to offer me a selection of qualifications of my possible interest, saving myself a big time quantity in the search. Personally I find this service very useful. After buying many books, the recommendations that it does to me are very precise and he does not need to involve me in new searches. Nevertheless, although B and N it equals his services and even competes in price, I would not change since I have no record in B and N and therefore I would lose this value that has already been created for me in Amazon.
More examples of the individualization exist in mass, the pants Levi's you enter on his page and entrust a few pants to your measurement (at least in the USA) the sneakers Nike, where you can create your proper sneakers, although here your record of past creations is not too important.
I consider Amazon to be the best model who has taken successfully this new strategy, and in view of the facts his quotation is in bag, if it is so high it does not owe to the high profitability that reaches with the bookselling. Anyway I think that we are in the stone age of the individualization,
The exposed thing till now since it can suppose is not easy to manage, not bargain sale. There is applied here the saying of which the one who gives first snag two times. It is needed to establish with the client a lasting relation in which every interaction with the same one remains registered to prepare the client's profiles. The necessary computer systems to register, to analyze and to create these profiles are not distributed still extensively, although if one is provided with a big budget yes it is possible to gain access to these technologies of Byline Mining or of CRM (Customer Resource Management). This is a computer sector where all the principal manufacturers are directing his marketing targets.
We must not confuse the individualization with the direct marketing, they are similar only in appearance, the individualization goes much further. The segmentation of the market looks for the direct marketing, that is to say groups of consumers with similar characteristics that are homogeneous inside them and heterogeneous between themselves. But the big difference between this one and the individualization, the fact is that in the first one it is a question of having a product and of finding the market to this product, while the second thing thinks about how of learning of the consumers, and of creating to them the product that they demand ex-professed. The company knows the needs of the consumer and must find the product that I adapted to these needs. Another difference is that while the companies with a strategy of segmentation of market think about how to achieve "market share", the companies with individualization strategy look for "client's quota", to know the more the better than every client, when enough information is obtained s!
and it can serve as everything to the client: does not this sound to the Amazon strategy?
Next week we will conclude with this article.
José Pablo Rodríguez Viega.
Electronic commerce consultant.
It receives you and your collaborators a cordial greeting and my congratulations from El Salvador, I center America, for fulfilling one year with your bulletin "The Useful council of the week", which has been helpful for persons that as I we begin to sail in the world of the Internet. I hope to keep on being provided in a lot of time with your advices. Congratulations.
Bienesraices (Peñaflor S.A. of C.V)"
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