Produzir marca branca?

"I own a company that manufactures and sells high-performance aftermarket automotive parts. About 80 percent of our sales are retail, primarily through our website; most of the rest are wholesale to other retailers, but we also design and manufacture some specialized products for larger companies. Recently, some of these companies have approached us about private labeling a few of our products. My concern is that if we do it, we may end up competing with ourselves and hurting and diluting our brand while reducing our profit margins. On the other hand, these companies have much larger customer bases and would be able to sell much larger volumes of our products. My question is this: When is it appropriate to private label your products?"

Um dilema que muitas PMEs têm de enfrentar. Quando o dono da prateleira diz:

"Para aceder à prateleira, tem de produzir com a nossa marca X unidades de..."

Neste caso, a empresa tem uma vantagem, tem a sua própria prateleira, a partir da qual vende a maior parte das vendas. Hmmm! Já pensou a sério numa loja online?
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Contudo, aumentar a facturação, aumentar o volume pode ser muito atraente. O que decidir?
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Norm Brodsky responde em "When a Private Label Is--and Isn't--a Good Way to Grow a Business".