Will the second decade of the 21st Century see the end of the
low-cost phenomenon? It will certainly not be easy for European
consumers to stop demanding the low prices that they have become so
used to over the previous ten
years. But excessive efforts by many companies to bring prices down
could sound the death knell for very low prices, as they will
simply become unsustainable in many sectors, with costs forcing
them up. Obviously there will
always be customers who want lower prices and somebody will have to
meet the demand, but emphasis on selling at the lowest price
possible may turn out to be very costly.
Clients are consistently demanding lower prices at the time of each
purchase and companies can only react by reducing costs. This
volume shows that the only way to do this, is to reinvent the
business model. New consumers, new pricing, new brands, new
strategies.
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