In today’s blog post, I am examining the competitive factors that drives market share in the Business Strategy game I am playing alongside my co-managers in the pursuit of the selling of athletic footwear. What I found interesting about the eleven competitive factors was shocking. Customer loyalty ranked last, even though there was what the reading on BSG describes as a “modest brand loyalty effect”. What ranked is the most important factor is the price we charge to the retailer as the wholesale price for branded footwear. This tells me that the margin for the retailer is likely the most important. The second rating was in relation to the Styling / Quality ratings which I see as what the customer wants in terms of features, quality of superior materials, etc.
Why is brand loyalty so low? Could brand loyalty not be a factor in other real world industries?