New Competition
November 29th, 2008 . by Bill WongOne aspect which is common among many industries over time is the need to deal with new competition. Whether this be immediate following the start of a new business or a phenomenon which growths at a gradual pace which operations have been established, the introduction of new competitors can change both the short and long prospects for an enterprise.
The means available to a long standing business to combat the potential threats to its success might vary from doing nothing to engaging in a variety of actions designed to either change itself or to make the industry generally less attractive to new entrants.
There are essentially three stages involved in cases where the competitive environment changes for the worst: The first of these involves the realisation that the event has occurred.
One day, without warning the entrepreneur sees a new advert or promotion which signifies the arrival of a new entrant. The initial feeling may be that of shock, dismay and the acknowledgement that the status quo is about to change. The planned events for the day are immediately superseded by the need to analyse and possibly respond to these new threats to business.
Whilst information gathering is of obvious importance, the need for rational, seasoned and logical thought is even more paramount. Too often a knee-jerk reaction results in further trouble and commits the organisation down a path from which it might be difficult to extract itself at a later date.
Action should ideally form the second part of a response to new competition. This may indeed involve doing nothing at all if this is judged to be the best course of action. A non response also has the advantage of leaving a variety of actions open for the future.
Whatever means of pursuing this new competitor is decided upon, it should as previously stated by based on a rational and comprehensive analysis of the situation, both the good and bad.
Consider for a moment that a new competitor is not just the problem for one particular business but for all of the organisations in a specific sector. Armed with this realisation, the entrepreneur can then view the problem as one that they alone must solve.
The third stage in a response is reflection and continued analysis. For a competitor to have come out of nowhere it obviously points to a certain lack of information within the business. This concern must be addressed so that the next entrant does not present such a surprise to the organisation.
Actions undertaken should be monitored and reviewed with limits set on how far the business can afford to pursue a specific course of action. Some would say that it is better not to fight and lose as once the competition begins the sense weaknesses in the business’ resolve; they then begin to turn up the pressure hoping to finish the job.
The moral of the story is the need to have response scenarios in place and not just plans based on the present set of circumstances. Budgets and planning which introduces extremely hard trading conditions are likely to allow a business to respond better compared to one which has not considered that the industry could undergo fundamental changes.