Entering into a price war is usually a distant thought for
the average Zambian entrepreneur. On the one hand, some often chose to ignore
it and face certain doom over the long run (evidence from small businesses that
have closed down due to failure to compete on price). Others on the other hand,
chose to engage in a war without fully understanding the consequences and not
know how they can compete.
The truth is, price wars are ugly. They have been the demise
of many good businesses over the years. When we looked at the low cost airlines
in the USA, we found that price wars were so ugly that management teams would
forego profits for market share much to the dismay of shareholders. We have
also seen evidence of price wars in the Zambian noodle market (Ezee Noodles
taking on in store brands from major retailers and Chinese offerings).
However, it does not have to be ugly if the players in the
game take steps to protect their earnings. This is how they can approach it
from the perspective of Akshay R Rao’s Harvard Business Review (HBR) article
with additions from the team at TFHZPC.
Non Price Responses
This includes revealing your strategic intentions and capabilities,
competing on quality, co-opting contributors and lobbying for higher standards
of products from regulators.
Evidence of Non Price Responses in Zambia
When the Bank of Zambia makes a policy statement on revision
of interest rates, the banks fall over themselves to get as much information
about the revision of their revised interest rates. By so doing, they are being
open about their strategy. MTN, Zamtel and Airtel have all exposed their tariff
plans (although required by law) subsequently revealing their cost advantages.
A look at some of the participants at Zambia Bureau of Standards (ZBS) shows
the intention of players who seek to protect their value. In Lafarge versus
Dangote et al., the former increased
their number of offerings in cement types (road cement, slab cement, plastering
cement etc) as opposed to their competitor’s generic 32R and 42R flavors.
Price Responses
This involves using complex price actions, introducing new
products, deploying simple price actions.
Evidence of Price Responses in Zambia
When purchasing data bundles from any of the 3 mobile
players, customers have a choice from plethora of complex data packages to suit
a customer’s needs (So che and Spaka). Pepsi Zambia with its arsenal of soft
drinks that are in all segments of the drinks market with matching prices. Vodafone
Zambia bundling modems with 2GB data bundles as it enters the game mobile
internet data.
Epilogue
The Zambian market is very diverse. Consumers are constantly
seeking for the best price for a good product. Every industry must understand
these desires in order to fashion prices that are acceptable to customers
whilst protecting value. Understanding price elasticity of their products is
also an important factor that can lead to a better understanding of why the
company found themselves in a price war. On the downside, we believe that
quality of product is being compromised and will have huge ramifications in the
future. Stopping the war all together is arguably the best but we don’t live in
a rational society. Continued education on product quality and enforcement of
standards by regulators may be the only thing that can save us destruction of
value and substandard products.