Date: Sat Dec 02, 2006 6:42 pm. By: John Beardmore
In message , Andy Hall writes
On 2006-12-02 18:52:22 +0000, John Beardmore said:
Well for a start they don't have much experience at marketing and advertising. Their history is in providing a service, not selling it. Therein lies one of the basic problems. They don't know how to run a business. Possibly because they aren't businesses.
As I said.. therein lies one of the basic problems. They are operating in a market protected environment with no notion of customer service because there are no negative consequences of a failure to perform.
Actually there are !
But there are also negative consequences to failing to meet recycling targets and failing to make other environmental improvements.
Profits could perhaps go into local authority coffers, but losses could not be made up from them - any borrowing would need to come from the market. Hmmm... Well.... if it's viable, it should not be a problem..... That seems a bit naive. The markets support projects that make money for the markets. Absolutely, and that's how it should be. Only if making money for the markets is the ONLY thing that matters. But it isn't. Of course not. The product has to meet the requirements of the customers in order for them to want to buy. But your concern above was with money and markets. There is no law linking that with what people want !
My concern is over customer choice.
Your only concern apparently.
The objectives are a given.
:) Which ones ?
The market is the most effective way to achieve that,
Faith.
and is very closely linked with what people want.
Assumption.
Arguably they have less interest in end users that LAs do. You don't vote for merchant banks ! The end user holds the cards because he can choose to buy elsewhere. That is a very effective form of voting. Only if you get the sensible options to choose from. Of course. The options need to be sensible from the perspective of the customer. Well to me, the provision of multiple competing services that win or loose on the basis of how well the advertise as much as how well they satisfy the customer makes little sense, especially if they are only required to meet minimum environmental standards.
Generating customer demand is but one facet of a business, and advertising one facet of that. For a service-based business, customer retention is a key factor, added to which it is far cheaper to retain customers than to go out and find new ones. Customer retention is based on making sure that the customer is getting what they expect and are happy with the service. Advertising is not usually a major aspect of that.
None the less, businesses without this kind of customer will have to win them somehow, so an advertising battle is likely to determine initial market shares if most of the businesses that will provide the service are new.
The point is to offer a range of services that will appeal to the customer.
Well - that's a point...
For example, several times a year, I would like to dispose of assorted DIY and other waste that would otherwise involve several trips to the tip or ordering a 6 yard skip. Trips to the tip are very wasteful of time, especially at weekends. During weekdays they are usually quieter, but then that involves eating into time that can be more profitably employed. A skip would be a much more practical method of disposal, but the cost does not make sense at 120 a pop several times a year.
Mini skip ? Ask the council to collect ? Some will.
A waste disposal contractor could collect my regular rubbish (normal minimum contract) and then make his service more attractive by including a discount on skips or so many a year bundled with the contract - perhaps smaller skips.
You do realise that if you don't use those skips you may be subsidising those that do though ?
In other words, he can address my entire set of problems in that area if he chooses to offer that.
Ahhh... The perils of bundling !
This seems to be a huge distraction from the aim of moving to more sustainable ways of living, which does seem to be an urgent issue.
Perhaps for you it's *the* issue.
Well - much as government likes to claim, it is the overarching issue if we plan to be around in a few generations time in the sort of numbers we are now.
For me, it's *an* issue. That doesn't mean to say that it isn't important, but from my perspective needs to be factored in with everything else.
OK - a difference of perspective then, but as it determines our viability as a species, it strikes me as a bit more important than most of the others.
Cheers, J/. -- John Beardmore