{"id":1722,"date":"2015-06-03T17:57:51","date_gmt":"2015-06-03T15:57:51","guid":{"rendered":"http:\/\/vborscms.amino.dk\/?page_id=1722"},"modified":"2018-05-08T12:58:02","modified_gmt":"2018-05-08T10:58:02","slug":"derfor-skal-du-beholde-konkurrentens-brand","status":"publish","type":"post","link":"https:\/\/www.saxis.dk\/blog\/derfor-skal-du-beholde-konkurrentens-brand\/","title":{"rendered":"Derfor skal du beholde konkurrentens brand"},"content":{"rendered":"

\"Archivo_base\"<\/p>\n

Du kender m\u00e5ske til den type konkurrenter, der adskiller sig markant fra dig, men alligevel sigter efter den samme m\u00e5lgruppe. De er som regel d\u00f8d irriterende.<\/p>\n

Men st\u00e5r du overfor, at skulle opk\u00f8be en s\u00e5dan konkurrent, skal du bibeholde det i virksomheden der adskiller jer og k\u00f8re det videre som 2 forskellige forretninger. Det var ikke lige det du havde lyst til vel?<\/p>\n

Du havde sikkert mere lyst til at lukke brandet ned og nyde sejrens s\u00f8dme, nu hvor din konkurrent er forsvundet fra markedet i kundernes \u00f8jne.<\/p>\n

Men det er dit ego der taler og ego laver ikke god forretning.<\/p>\n

L\u00e6s ogs\u00e5:\u00a0Derfor skal du forberede din virksomhed til at blive solgt selvom den ikke skal s\u00e6lges<\/a><\/p>\n

Det tager kun 5 minutter i Fakta!<\/h3>\n

T\u00e6nk engang over de danske supermarkedsk\u00e6der. Der er mange. Men reelt er der kun et par spillere. De to st\u00f8rste er Coop og Dansk Supermarked.<\/p>\n

Hvorfor tror du at de driver forskellige brands? Kunne de ikke lige s\u00e5 godt bare sl\u00e5 det hele sammen til Superbrugsen?<\/p>\n

Det er et retorisk sp\u00f8rgsm\u00e5l og svaret er nej. Det kunne de ikke.<\/p>\n

Grunden til dette er at det er forskellige ting der tiltaler folk. Nogle kan bedre lide Fakta end Superbrugsen. Det er ikke sikkert, at det er tydeligt hvorfor nogle foretr\u00e6kker det ene frem for det andet, men uanset hvad s\u00e5 er det s\u00e5dan det forholder sig.<\/p>\n

Det vil sige at hvis Coop slog alle deres supermarkeder sammen til en k\u00e6de, under samme navn ville de miste oms\u00e6tning, fordi det ville give plads til, at andre spillere kan komme ind p\u00e5 markedet med alternative koncepter, som tiltaler en del af forbrugerne.<\/p>\n

P\u00e5 samme m\u00e5de m\u00e5 du acceptere at der har v\u00e6ret en grund til, at nogle af kunderne p\u00e5 dit marked er g\u00e5et til konkurrenten i stedet for til dig. Fjerner du konkurrentens brand fra markedet, laver du alts\u00e5 blot plads til, at der kan komme nye spillere ind og fylde det hul.<\/p>\n

Det kan v\u00e6re sv\u00e6rt at acceptere, men i sidste ende handler det om at drive god forretning og tage s\u00e5 stor en del af markedet som muligt.<\/p>\n

L\u00e6s ogs\u00e5:\u00a0Hvorfor lukke n\u00e5r man kan s\u00e6lge?<\/a><\/p>\n

Taste is King?<\/h3>\n

Et andet eksempel er McDonalds og Burger King, nogle vil m\u00e5ske slagte mig for, at h\u00e6vde, at de s\u00e6lger det samme. Men det er lige pr\u00e6cis pointen. Kigger du p\u00e5 det objektivt s\u00e5 er det jo burgere og pomfritter der s\u00e6lges, begge steder. Men som kunde kigger du ikke objektivt p\u00e5 det.<\/p>\n

Jeg kan f.eks. bedst lide McDonalds. Ikke fordi det n\u00f8dvendigvis smager bedst, men fordi at jeg altid har g\u00e5et p\u00e5 McDonalds. Det er det jeg er vant til. Jeg kan ikke engang selv forklare helt pr\u00e6cist hvorfor jeg bedre kan lide det end Burger King. Det kan jeg bare.<\/p>\n

S\u00e5dan har vi det som forbrugere. Der sker alt muligt underbevidst som bestemmer hvilke produkter vi bedst kan lide. Som erhvervsdrivende er det din opgave, at opfange dette og bruge det til din fordel.<\/p>\n

Derfor er det klogeste du kan g\u00f8re at s\u00e6tte dig ind i, hvorfor kunderne v\u00e6lger din konkurrent og beholde det og arbejde videre med det. Ellers risikerer du at f\u00e5 mindre ud af sammenl\u00e6gningen end ellers.<\/p>\n

S\u00e5 behold konkurrenten p\u00e5 markedet ogs\u00e5 selvom det er dig der ejer den.<\/p>\n

L\u00e6s ogs\u00e5: 10 trin: kom godt i gang med din nye virksomhed<\/a>\b<\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Du kender m\u00e5ske til den type konkurrenter, der adskiller sig markant fra dig, men alligevel sigter efter den samme m\u00e5lgruppe. De er som regel d\u00f8d irriterende. Men st\u00e5r du overfor, at skulle opk\u00f8be en s\u00e5dan konkurrent, skal du bibeholde det i virksomheden der adskiller jer og k\u00f8re det videre som 2 forskellige forretninger. Det var…<\/p>\n

L\u00e6s mere…<\/a><\/p>\n","protected":false},"author":18,"featured_media":1727,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37,19],"tags":[],"class_list":["post-1722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faglige-artikler","category-vaerktoejskassen"],"yoast_head":"\nDerfor skal du beholde konkurrentens brand | Saxis virksomhedsb\u00f8rs blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.saxis.dk\/blog\/derfor-skal-du-beholde-konkurrentens-brand\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Derfor skal du beholde konkurrentens brand | Saxis virksomhedsb\u00f8rs blog\" \/>\n<meta property=\"og:description\" content=\"Du kender m\u00e5ske til den type konkurrenter, der adskiller sig markant fra dig, men alligevel sigter efter den samme m\u00e5lgruppe. De er som regel d\u00f8d irriterende. Men st\u00e5r du overfor, at skulle opk\u00f8be en s\u00e5dan konkurrent, skal du bibeholde det i virksomheden der adskiller jer og k\u00f8re det videre som 2 forskellige forretninger. 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