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Unformatted text preview: ofﬁce equipment, ofﬁce supplies, and electronics) and mail order to
look for the best price, without realizing that there is a better option for them at only a little bit more.
4.3.3 Competition and Buying Patterns
The Small Business buyers understand the concept of service and support, and are much more likely
to pay for it when the offering is clearly stated.
There is no doubt that we compete much more against all the box pushers than against other service
providers. We need to effectively compete against the idea that businesses should buy computers as
plug-in appliances that don’t need ongoing service, support, and training.
Our focus group sessions indicated that our target Home Ofﬁces think about price but would buy
based on quality service if the offering were properly presented. They think about price because that’s
all they ever see. We have very good indications that many would rather pay 10-20% more for a
relationship with a long-term vendor providing backup and quality service and support; they end up
in the box-pusher channels because they aren’t aware of the alternatives.
Availability is also very important. The Home Ofﬁce buyers tend to want immediate, local solutions to
4.3.4 Main Competitors
We have Store 1 and Store 2 already within the valley, and Store 3 is expected by the end of next year.
If our strategy works, we will have differentiated ourselves sufﬁciently to not have to compete against
Strengths: national image, high volume, aggressive pricing, economies of scale.
Weaknesses: lack of product, service and support knowledge, lack of personal attention.
Other local computer stores:
Store 4 and Store 5 are both in the downtown area. They are both competing against the chains in
an attempt to match prices. When asked, the owners will complain that margins are squeezed by the
chains and customers buy on price only. They say they tried offering services and that buyers didn’t
care, instead p...
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This note was uploaded on 01/26/2014 for the course BUINESS 102 taught by Professor Unknown during the Winter '09 term at University of Phoenix.
- Winter '09