Konad: Gaining a Competitive Advantage Essay

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Something else that has the potential to set a company like Konad apart is information. People want information. With something like nail art, the various tools and techniques used often need to be explained. After a bit of research of the competitors of Konad, it is apparent that nobody in the stamping nail art industry is big on information. Providing information can really set this company apart. Suggestions, tutorials and instructions can go a long way. If people are able to see how the products work and how easy they are to use, they are more likely to make a purchase. Konad should want to be seen as a leader in their industry, and the dearth of information available online regarding this product in particular, especially on their own website, does not contribute to that expertise.

Another way that Konad can gain a competitive advantage is to establish high switching costs. This can be done by making sure that Konad stampers do not work with plates that are manufactured by other companies.

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The intricacies of this technology are up to those who know, but if there were a system in place that forced people to use Konad plates with the Konad stamping rubber, it would be more costly for them to switch over as they would need an entirely new stamping set.

Konad also needs to establish alliances. Currently, there are special polishes that must be used with a Konad stamping set. These special polishes are in basic, primary colors. If Konad were to establish some type of alliance with a well-known nail polish company like Orly or OPI, they may have even more of a following. In a way, they could piggy-back off of the success of OPI and its loyal followers, and vice versa.

Konad is a leader in their industry, but it may not always be that way. Implementing a more effective website and employing other strategies to gain a competitive advantage may help to ensure that they remain a leader in their industry for years to come......

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