台湾で売れる商品は何かとよく聞かれます。これがわかれば、今頃、億万長者でしょう。
つまり、誰にもわからないのです。これは、株、競馬でも同じです。
商品を選ぶ際の基準となるのが、過去の売れ行きです。
過去の売れ筋をリニューアルをすれば、ある程度の売上が見込めるからです。
業界は違いますが、フジテレビがこの手法を採用しています。
その結果、視聴率は1位から3位に転落しています。
では、どうすればいいのか。
スティーブジョブズのような天才でない限り、小さくいろいろテストしてみることが大切です。
テスト結果がよければ、深夜帯からゴールデン帯に移し、消費財であれば、棚の位置を隅からメインの場所に移します。
決定者が保守的或いはロジカルな人の場合、過去の結果を重視し、売上低迷に陥ります。
ロジックを追及すると無難な意見にたどり着きます。
MBA出身者が社長になると経営が傾くと言われる所以です。
コメントをお書きください
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