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Friday, March 4, 2011

CAMEX questions answered: market share versus margin

As promised, over the next few weeks, I will answer questions CAMEX attendees wrote on index cards during my session. I have a few dozen cards, and some of the questions are redundant.

Looking across the questions submitted, they appear to fall into a few categories: rental, DRM, NACS/NMS initiatives, market share versus margin, facilitating change on campus and/or integrating with campus better, inventory questions, and then a few others. There are a number of good questions, and more than a couple without simple answers.

I will aim to answer 1-3 of the questions here each Friday until I have completed them all, so check back weekly to see if I have answered your question(s). This week I will answer one of the "market share versus margin" questions. If you have additional questions you would like to pose, please post a comment or drop me an email.


Q1. Can you elaborate on the importance of focusing on market share rather than margin?
Yes. This is one of my favorite questions -- and lucky for you, I already have an answer prepared. Please see the August issue of InCITE which provides a detailed discussion, with examples and rationale as to why market share is important. This issue of InCITE went out to all NACS store members, and received a fair amount of positive feedback. Normally, the InCITE discussion is about 1-2 pages in length, but this one is a bit longer, giving detailed elaboration on this important topic. I believe it will help answer your question, and give you a resource you can share with your administration or other store employees to help them understand why certain actions or changes in business practice are necessary.

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