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Electronics Sales: Ford Had It Right

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Mr. Roques
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Re: Ford is still doing it right
Mr. Roques   8/28/2013 5:58:54 PM
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Companies believe they need to be in every product line. Instead of focusing on the ones they do really good (or at least, better than the rest) because they see those as entry points for customers... but they didn't think it could push customers away, as it was your case.

When I'm buying something I know about (say, PCs or cameras) I want to buy exactly what I want so I would go for a dell-type approach of letting the customer choose what he wants. But for some other gadgets, just give me the standard product and maybe a premium which has sooo many more things that it's clear that I want the other.

But there's a logic to doing what they want, similar to fast food restaurants. You get the basic for 2.99 but a large is only .30 more, and an extra large is .99 more... why not get the most expensive one then?

elctrnx_lyf
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Re: Ford is still doing it right
elctrnx_lyf   8/22/2013 3:15:55 AM
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It may be not as simple as it is said, but it is definitely possible to position the products in a simple manner to make it easy for the cystomers to make choice. If there is too many offerings then it would probably result in a confusion and customer may end up not puraching the product.

Hailey Lynne McKeefry
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Re: Ford is still doing it right
Hailey Lynne McKeefry   8/19/2013 1:14:56 PM
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Thanks, t.alex, really important point. In all of our discussions, we are using our brains and logic as we sort these things out. but in the real world there are visceral realities that impact the landscape.

t.alex
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Re: Ford is still doing it right
t.alex   8/19/2013 10:38:25 AM
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Hailey, 

I realize in big companies it is not just about understanding the markets, but also the internal politics. Different product managers try to defend their portfolios using powerpoints, market shares, potential sales, strategies, etcetera, etcetera. It ends up being difficult to pinpoint on only a few specific offerings.

nimantha.d
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Re: Real world example?
nimantha.d   8/19/2013 12:13:14 AM
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@Hailey: I don't think there are many who cut down on products that they have been using so far. There are  but surely not a lot at all.     

Hailey Lynne McKeefry
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Real world example?
Hailey Lynne McKeefry   8/18/2013 1:39:48 AM
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Has anyone been involved in shrinking down teh number of products being used or sold? How about being involved with cutting down a roster of vendors to a much smaller list of approved vendors? What lessons did you learn? Any advice?

Hailey Lynne McKeefry
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Re: Ford is still doing it right
Hailey Lynne McKeefry   8/18/2013 1:38:29 AM
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@t.alex, this is true in many businesses. I think of restaraunts that have a menu with 100 different dishes on it. I keep thinking, when i see this, that the chances of them being to manage all of them well, or perhaps any of them, is very small. It's the same in the electronics industry--it's hard to be knowledgeable and helpful about such a broad range of products. I gree, though, that fear is a big part of why organizations dont' take the percieved risk.

Hailey Lynne McKeefry
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Re: Ford is still doing it right
Hailey Lynne McKeefry   8/18/2013 1:36:10 AM
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@Flyingscot, what stood out for you in terms of Ford's attitude, approach, and products? What would be the best lessons we could take away from that organizatoin do you think?

prabhakar_deosthali
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Make the navigation simple
prabhakar_deosthali   8/17/2013 3:21:00 AM
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Though having a limited no of varieties makes the decision making quicker - we must also consider that quick decision can also be negative.

We today are in a world where customer wants more choice to be placed in front of him, even many times preparedness to offer "made-to-order" products. many a innovative manufacturers have implemented "made-to-order" capabilities in their assembly lines where the customer selects the look and feel, the optional features and so on and the product is automatically rolled out as per the customer choice selection.

So the key is how to navigate the customer through your website easily so that the customer does not get bogged down by too much of the variations upfront but is guided through the drop down lists based upon his preferences to the right product.

t.alex
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Re: Ford is still doing it right
t.alex   8/16/2013 7:23:49 PM
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It is actually not easy to have a simplified product offering portfolio. Many companies that do not understand the market well enough always try to bet on different a wide range of products to test the market.

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