Business · FORTUNE
Fortune #18
Good fortune
A channel with more sales may leave less margin. Compare its fees, ad costs, and service work.
QUOTE CARD
A quote for you
“ต้นทุนที่ต่ำกว่าคู่แข่งกลายเป็นหัวใจสำคัญของกลยุทธ์ทั้งหมด แม้ว่าคุณภาพ บริการ และด้านอื่นๆ ก็ไม่ควรถูกมองข้ามเช่นกัน”
— ไมเคิล พอร์เตอร์
นักวิชาการด้านกลยุทธ์ชาวอเมริกัน ผู้พัฒนากรอบการแข่งขันทางธุรกิจ
- Person
- Michael Porter
- Source work
- p. 35
- Source text
- Low cost relative to competitors becomes the theme running through the entire strategy, though quality, service and other areas cannot be ignored.
STORY & REFLECTION
Two channels with different margins
Guidance-based illustration · Two channels with different margins
Illustrative scene: A stationery shop sells more through a marketplace than its own site. The owner considers moving everything there without adding marketplace fees and discounts to the comparison.
She separates sales, shipping, fees, ads, and support time by channel. Some items suit her own site, while others still work well on the marketplace.
The SBA recommends orderly records of revenue and expenses and using financial statements to understand capital and cash flow. Sales figures are best read alongside actual receipts and payment dates.
Judge a channel by what remains after the sale and its work.
Reflection
A good channel fits both costs and customers.
A small action today
Compare fees and actual sales across two channels.
A question to reflect on
How much does each main channel leave per order?