Terry Starbucker

JULY 19, 2015

The past declines in video customers were indicative of an industry that encountered two formidable satellite TV competitors, and as a result lost massive chunks of market share. Our competitors offered more channels at a very competitive price, and were able to mass market. Bob was insistent. “We We will save customers.

Leadership 150

Leadership Metrics Price Mass Marketing 150

Harvard Business Review

AUGUST 21, 2018

Many of us are also becoming more demanding — we are less and less willing to settle for standardized, mass market products when it is far easier to seek out the niche products that are tailored to our specific needs and context. So, what’s the result?

Mass Marketing 13

Mass Marketing Technology Contract Manufacturing Insurance 13

Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 They demand new, high-tech solutions that deliver ultra-low costs and "good enough" quality.

Glocalization 10

Glocalization Mass Marketing P&L Globalization 10

Harvard Business Review

JANUARY 13, 2015

Do we ultimately compete on the basis of our cost structure (e.g., In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Soliris costs $400,000 per patient annually. Here, your cost structure allows you to sell and make money at prices that competitors cannot. Make it for less.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. Henry Ford's genius lay not in inventing the assembly line, interchangeable parts, or the automobile (he didn't invent any of them). By 1926, this share had fallen to approximately 1/3.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do.

Porter 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 11

Mass Marketing Market Segmentation Travel Marketing 11

Frank Sonnenberg Online

DECEMBER 1, 2020

You begin to sell your luxury products in mass-market retail stores to boost sales. — You decide to cut costs even though it’ll tarnish the customer experience. — You accept orders even though you don’t have enough product to satisfy demand — Rather than being upfront with customers, you pray no one gets upset with the delay.

Discount 105

Discount Price Mass Marketing Reputation 105

Harvard Business Review

DECEMBER 7, 2011

Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt.

Retail 13

Retail Mass Marketing Comparison Advertising 13

Harvard Business Review

APRIL 23, 2013

While military-grade Predator drones can cost as much as $4 million, it''s already possible to buy one of a new generation of hobbyist aircraft — unmanned aircraft systems complete with cameras, GPS, infrared sensors, and microphones, all under the control of a smartphone or tablet — for less than $300.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

FEBRUARY 17, 2012

Welcome to the growing community of deshoppers, whose activities are costing U. Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. retailers an estimated $16 billion a year.

Retail 13

Retail Mass Marketing Customer Loyalty Discount 13

Harvard Business Review

APRIL 15, 2014

The recent failures of mass market retailers Sears and J.C. What is the cost? If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. Penney are clear examples of the problem with inconsistency.

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

JULY 25, 2016

They then moved into the luxury market where they applied plenty of competitive pressure with the Model S. And recently they announced the final part of their plan: a mass-market vehicle costing around $30,000 that quickly racked up years worth of pre-orders.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

NOVEMBER 4, 2011

Problem is: their professional setup costs $30,000 to assemble and a remote operator on a keyboard to run. Seeing a potential revenue stream to fund more research robot development, the team set up a company, BeatBots , to make a very pared-down version with the same look and feel available to the consumer market.

Mass Marketing 8

Mass Marketing CEO Technology Conference 8

Harvard Business Review

AUGUST 2, 2016

New users were attracted to the platform by large discounts on their first trip, often equivalent to the full cost of the ride. Despite intense competition from two Chinese taxi-hailing services (that later merged to take on Uber more directly), Uber was succeeding because it could drive in a gray zone of Chinese markets.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

JANUARY 3, 2013

By finding distinct buyers who are willing to pay more, accentuating your product's cachet via the right professional endorsements, and finding key upgrades with minimal cost of goods or delivery system, you can command much higher prices. For example, UnderArmour provides athletic gear used by professional athletes to the masses.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

OCTOBER 22, 2014

Cable providers have passed their increased programming costs on to consumers. Expanded basic cable costs 188% more than it did in 1995. “It’s a marketing ploy to get fledgling networks established.” And while the networks reach all those households, they don’t have to market to all of them.

Hedge 8

Hedge Licensing Mass Marketing Price 8

Harvard Business Review

DECEMBER 19, 2011

For mass market retailers who understand this and react quickly, this upheaval is survivable. Amazon leverages its higher inventory turns, lower investments in physical assets, and faster cash conversion cycle to deliver up to 20% cost savings to the consumer.

ROIC 11

ROIC Retail Mass Marketing Price 11

Harvard Business Review

NOVEMBER 17, 2015

For their part, the labor representatives and the State of Lower Saxony shared the common goal of preserving jobs in the group’s main plants in Germany, at a remarkable cost of competitiveness. Meanwhile, Dr. Piech was obsessed with achieving dominant global market share, which included a larger presence in the U.S.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. But consolidation helped publishers take advantage of economies of scale, reducing back office, printing, and distribution costs. But book publishing survived the shock, and an indigenous American literature, as Dickens predicted, took off.

Levitt 13

Levitt Mass Marketing Simon eBook 13

Harvard Business Review

JANUARY 3, 2013

Accompanying these peer economy companies are others (like Zipcar) which simply leverage technology and lower transaction costs to make flexible renting a viable alternative to asset acquisition. One of my favorite classroom examples is GirlMeetsDress.)

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

FEBRUARY 14, 2012

Mass markets were a convenient fiction created by mass media. With shared purpose, alignment happens without coordination costs. What the 800-pound Gorilla used to fight against was the younger entrant coming in on a different dimension of performance, gaining a foothold and fundamentally changing the cost structure.

Banking 15

Banking Business Model Supply Chain Mass Marketing 15

Harvard Business Review

OCTOBER 11, 2011

In contrast to other campaigns like Product (Red) , the Pampers/UNICEF effort builds on similarity, rather than difference, between donor and recipient--and it relies on the sale of a mass-market staple, rather than on a luxury purchased by only a few. A strong not-for-profit name benefitted both the private and public good.

Maturity 9

Maturity Mass Marketing Brand Comparison 9

Harvard Business Review

APRIL 13, 2015

Meanwhile, sensor technology is both proliferating and dropping in cost, allowing the types of data captured by businesses to become ever more contextually relevant. And finally, the cost of data storage continues to plummet, allowing businesses to store everything they might need to make a wide variety of predictions.

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

SEPTEMBER 14, 2011

Dr Reddy's plan is to leverage Chirotech's scientific capabilities to optimize drug development processes, thus lowering manufacturing costs and speeding time-to-market. are aimed at finding ways to lower the cost of its core activities like software testing. Some TCS academic alliances in the U.S.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

MAY 24, 2016

The components company came up with its 85 cents price using its traditional pricing method, one of calculating its cost and tacking a margin on top of it. Instead, Asus priced low to rapidly gain market share, but it didn’t have the supply when demand far exceeded its projections. Asus couldn’t build them fast enough.

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

APRIL 29, 2016

The expectation of recurring revenue demands a recurring customer experience in a market with a continuous stream of new competitors. In this environment, churn is worse than a lack of sales, because it reduces revenue after customer acquisition costs are made. Simplify for success.

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

JUNE 15, 2017

Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S. India has the promise to be a low-cost laboratory in which to experiment with new business models. A future GM CEO will have to re-enter India both to leverage its huge consumption market and to tap into the country as a source for global innovation.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

MAY 30, 2014

But if Musk is right, his production facilities will bring down the cost of batteries by 30%. And because batteries are the single most expensive component in electric vehicles, that would be a big step toward his dream of a mass-market Tesla car.

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

SEPTEMBER 16, 2015

” Maybe that would make sense if the company had managed to create a new, low-cost industry standard around its battery pack form-factor and power, by making them sufficiently attractive to all other electric car makers. Most of all, electric car owners will demand it not just for the speed, but to escape that $10k replacement cost.

Strategy 8

Strategy Mass Marketing Franchising Early Adopters 8

Harvard Business Review

MARCH 8, 2012

Of course, the notion of a passive consumer, and a mass market was overly simplistic; consumers were never as passive as companies like to think.). Try applying the marketing funnel to your love life and see how it goes. Which could lead us to asking, does model has too many hidden costs? Can you make money this way?

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. Too many companies have come to accept serial failure as a cost of innovating. We disagree.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

MARCH 16, 2016

Pricing information, including dealership wholesale costs, is now widely available on independent websites, along with information about vehicle options, trade-in policies, and performance. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind.

Price 8

Price Automotive Mass Marketing Industry 8

Harvard Business Review

NOVEMBER 24, 2010

For example, if you're just here to sell sugar-water, then "innovating" slightly new flavors of soda every few months, and finding novel markets to "sell" it in (read: competencies in product innovation and mass marketing) is probably good enough.

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

NOVEMBER 24, 2010

For example, if youre just here to sell sugar-water, then "innovating" slightly new flavors of soda every few months, and finding novel markets to "sell" it in (read: competencies in product innovation and mass marketing) is probably good enough.

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

FEBRUARY 7, 2018

Most traditional strategy axioms like “create a competitive moat,” “the low-cost producer wins,” “execution trumps strategy,” and “the customer is always right” makes sense when your category has a tailwind you can count on. It is still possible to win in a declining category.

Strategy 12

Strategy Mass Marketing Business Model Brand 12