Volume (quota de mercado) é vaidadeMais um excelente texto de Rags:
Lucro é sanidade
"Apple never chased market share and was more than willing to let others fight for the low end of the market.Trechos retirados de "Apple’s Focus- Market Share? Profit? or Price?"
Apple with just around 15% market share has 90% of profit share of the market.
Market share is simply the wrong business metric to chase as I have written several times before. Businesses exist to create value for all stakeholders – customers, investors, partners and employees. Businesses must take actions that maximize this value pie so everyone’s share, however small the ratio is, is better than it would have been otherwise. The question of chasing market share does not come into play at all in this quest unless it is a side effect of increasing value pie.[Moi ici: Consequência ou obliquidade]
Price is not a goal, it is not something you optimize for. it is not something your product deserves. It is not an invariant that must be adhered to. Price is a lever you have under control to maximize your share of value created. You do not fix a price point to maintain perception rather you ensure the price point is aligned with the segment you choose to target and its needs.
Religiously fixing a price point is an assured way to destroy value for customers and investors.
Customers come first. We win customers by creating net new value to customers that is far more than other alternatives. We maximize the value to customers we become the preferred product and hence maximize our share of this value pie. Price is a way for us to get our fair share of that value created. Price is not the end, it is the means."