SOME REVELATIONS ABOUT THE AFTERMARKET IN EUROPE AND ESPECIALLY IN EASTERN EUROPE:
Part 5:
END CUSTOMER
As anyone of us well knows, a war induces a lot of victims within the civil population. In our war end users are the civil population. They suffer most of all because of these conflicts. For example, in the case of the British recycler that was made to stop selling compatible consumables end users suffered immensely since the company was well known in the UK and had a lot of customers that preferred buying cheaper consumables with the same quality.
End users are deprived of the choice: OEMs drum into their heads the idea of buying only original consumables as the best ones. But the real competitive market is a market where clients are free to choose and are well informed about the advantages of different options and alternatives. In my mind, the problem in the “war” between the OEM sector and re-industry is that everyone tries to earn as much as possible. It is very often that the end user is simply forgotten or is treated like a money giver. To me it is a mistake that can incur fatal errors both on the marketing and sales level: the customer today is very picky and fragile. Once he is deceived: he was told that only original consumables are the best, but he sees that compatible ones are not less qualitative, he will muse over why he was not told that there is a cheaper alternative and, after all, switch to the competitor’s products.
A short conclusion
All companies fight for surviving on the market. For many of them survival means to set up a war and win it. But no one survives a war without losses. Sometimes, the wars that were won can be equal to losses, namely, in funds, resources and power.
In the case of the printing industry it should not be that important who wins, but how to attract and satisfy the “civil population”.
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