How to Destroy the Granite Walls of Competition
I strongly believe that if we are not forcing our own obsolescence, our competition is doing it for us. These words apply whether you’re a CE manufacturer, retailer, dealer or distributor. Each day the phrase takes on greater meaning and importance as we collectively troll through a rough-and-tumble business defined by constant change.
First of all, it’s an honor to contribute to Dealerscope, a publication with complementary digital assets that has served my teams well for the last two decades in our quest to build brand, accelerate product push and gain competitive channel advantage. My leadership experience as executive vice president of ViewSonic, senior vice president of Samsung Electronics, and senior vice president of Circuit City informs my CE-centric observations that focus on exploring and sharing best-of-breed practices that are designed to break through competitive granite walls.
Frankly, if you do not have a competitor, you should consider inventing one. Perhaps create a new sub-brand designed to compete with your own core offerings. This strategy can open highly viable opportunities for market expansion.
Peter Weedfald is the Senior Vice President of Sales and Marketing for Sharp Home Electronics Company of America (SHCA). He has also served as President of Gen One Ventures, SVP, Chief Marketing Officer of Circuit City, SVP of Sales and Marketing in North America for Samsung, and SVP of global marketing and EEVP, GM & Chief Marketing Officer for ViewSonic.