The founders of Dollar Shave Club, Harry’s, and other direct-to-consumer start-ups adopted razor-sharp strategies.
They focused on consumers’ simple needs and disrupted the old adage “You get what you pay for.” They fearlessly lured customers away from giant corporations’ established brands and succeeded. Their strategy was to offer quality, basic products at much lower prices than the competition’s and connect directly with their customers. However, for all start-ups, easy market entry with a catchy video on a Web site is both an opportunity and a threat: it helps achieve rapid success while leaving the door wide open to other daring, new competitors.
Video Spotlight: The Dollar Shave Club Video that Started It All
This post is based on The New York Times article, They Changed the Way You Buy Your Basics, by L. Ingrassia, January 23, 2020, and the YouTube video, DollarShaveClub.com – Our Blades Are [Expletive] Great, by Dollar Shave Club, March 6, 2012. Image source: Shutterstock / Oksana Kuzmina.
1. In your opinion, what are the competitive priorities emphasized in Dollar Shave Club’s operations strategy? Distinguish between order winners and qualifiers.
Guidance: Review cost, quality, delivery and flexibility. To beat the competition, Continue reading