Eizu Uwaoma: Business competition, alternatives to price war


Written by Eizu Uwaoma

In today’s market place, so many people are trying to win by being cheaper, that’s too cheap to build sustainable and progressive wealth. Saying your product is cheap is even derogatory to your brand. The long run engagement in a price war of who can be cheaper between producers, the only real winner is the consumer.

Generally, there are three ways to win competition

1. Pricing

2. Niche Focus

3. Differentiation

Low Pricing Strategy is not the only way to win competition, concentrate on building a brand so you can try Niche Focused Strategy or Differentiation Strategy by standing your proposition as a brand out enough to justify good reasons why your clients should buy from you, even it’s not as cheap as the rest. It’s the Apple model.

To build sustainable sales and business, don’t sell functional benefits, sell Experience, Quality, Depth and Brand!.

In my years of studying innovation, I have come to the summary that what kills the growth of companies is that they move strategic business decision making to the accounting department, always trying to cut cost as against increasing revenue. You mustn’t always buy from the source, to make more profit, you mustn’t always short change the supply chain by cutting off the middle man so you can save cost, how about being a platform, for all the supply chains and value chain?.

That’s what Uber, Netflix, Instagram, and Google are doing. Be a platform. In the long run, you’d make more profit through dependency. Sadly, strategic decisions are now dependent on P&L Statements, ROI with higher IRR and NPVs (returns on Investments with higher Internal Rate of Returns and Net Present Values) and shorter payback period, as against how truly the user’s lives can be made easier, more exciting and better with their products, till a new company comes from the bottom and provides more for more price.

Differentiation as a way to win competition is a better alternative. When you can’t be better, be different. I have a book called Church for the Streets. It’s not another religious book. I am nothing close to a pastor. So someone asked me what the concept of the highly successful book is, and I said to reach the millions of Christians who don’t go to church. That’s a huge market and black economy that tithe seeking pastors neglect. Like I always say, if I was to be a pastor (which I am so uninterested in), my church won’t be for Sundays, it will have disco lights, not choirs but DJs and will be open mainly on Friday evenings (too many good Christians have nowhere fun to be, or to go on that day with too many churches, saying same thing and trying to win the same members on Sundays).

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