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 【中国企业家】陈峰：我是个木匠和三流导演 (ZT)(图) |
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If Dell had no competetive advantage, how come it take market share from others every year? -- 完颜 - (946 Byte) 2004-4-16 周五, 00:57 (544 reads) |
ANewGuy
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作者：游客 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
I would not use recent Dell's market share as an validator of its business model. From 1990-1998, Compaq was increasing its market share every year too. Look where Compaq is today. My point regarding to either Dell or Airline is simple: a company without strong competitive advantages is not sustaintable.
as your request, let's come back to airline. The simple reason why airline industry is "shitty" business is it does not have barrier to entry. Since the deregulation in late 70's, many companies have entered/exited the business. So the question is now whether airline companies can build a competitive advantage or not. IF not, then this is a pure competitive industry. in that case, yes, price is only the effective weapon they have. However, my argument is that airline companies can build competitive advantages if they change their current business model. before I explain further, I would ask you to look into broadcasting industry. this is the industry for the last 50 years has not had any technological changes and basically offered the exactly same service 50 years ago. all the bad factors you mentioned "bad economy, terrorism, cable and satellite TV, shrinking customer base" etc affected broadcasting as much as airline, if not more. However, broadcasting remained very profitable. mroe importantly, for the last 5 decades, how many new entrants in this industry? one, Fox network. Why? because broadcasters learn to play with each other by coordinating and cooperating with each other.
1) They limit capacity (8 minutes of advertising per half-hour) and if there isn't enough demand, they soak up capacity by airing "public service" messages. So, they never lower price.
2) They don't compete on advertising price. They publicly announce the price for airtime. They only allow 2 weeks for all advertising rates to be negotiated. So, advertisers don't have time to play one against the other.
3) They don't compete for talent. When one show goes to one network, that network owns that show forever. They don't bid for talent.
4) They also counter-program. So, if NBC has a good adult show on Thursday nights, then ABC will do a kids show. So, they don't go head-to-head.
they are not greedy. They don't try to eat other's lunch. "Live and let others live" applies to business too. o.k. let's come back to airline. How can they coordinate and cooperate? very simple. You carve up the market and stay out of each other's way. Southwest says, "We see ourselves as an airline that only serves in the Southwestern US." Delta says, "We see ourselves as a carrier that is best-suited to the mid-Atlantic." American says, "We like to stay focused on the Midwest." Etc., etc. You stay out of each other's way. Beyond that, it is a service business and build the regional economy scale. So, when you look at South West,they were really profitable when they were highly concentrated around Texas.Ever since they went national, their profitability has fallen dramatically.
作者：游客 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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