A manufacturer of cricket bat was lamenting over decline on the
sale of cricket bats. But strangely his complaint was not
against the ruthless competitors. But he was loosing business
not to direct competitor but to the football equipment maker.
Who were not their competitors at all before?
What went wrong in the manufacturer business? It is a clear sign
that he was helpless his consumers taste and habits were
changing. Activities on which he never can have any control.
People are moving toward football rather than cricket. It simple
fact that by buying a cricket bat or football people are not
buying a good or tool to play. They are more interested in
buying an activity. It is not that cricket bat has become less
quality products than football. But it is a clear sign of bigger
problem of cricket loosing out to football.
In automobile industry, Rolls-Royce and Cadillac are competiting
against each other and you can say against a whole lot auto
mobile. But from customer point of view, these are goods and
means just to fulfill a value in the customer mind. It is just
not transportation but a desire to be different and look
stylish, which is firing the sales. But when you concentrate on
customer satisfaction you competitors stands up from different
sort of categories. In this particular case Rolls-Royce can face
competition from Rolex, jewellery merchant like D’dmas, a cool
vacation on luxury cruise etc.
World is changing so fast and so the customer habits of buying.
You never know from where you will have a real competition
coming your way.
Its time to wake up!
About Author :
This article may be re-printed as long as following resource box
is included as it is with out any alteration.
Article by Arvind Kumar. Arvind Kumar is one of prominent writer
and consultant on Marketing and Management. You can reach him at
arvind@nuttymarketer.com. For more on Gorilla Marketing Strategy
and planning visit www.nuttymarketer.com.
