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Discounting can be dangerous!

December 8, 2008 by Charlie

During tough economic times, companies often rush to reduce prices on their products and services. That seems like common sense: People can’t afford to spend as much, so charge less to keep them buying. But discounting has its perils.

To be sure, discounting is effective when done wisely and strategically. It can get consumers excited about a product, encourage them to buy more, and help your short-term bottom line. However, whether the purchase is a hot dog, a handbag, or a stay at a five-star hotel, customers want good value for their hard-earned money. The price of something is often an important determinant of its perceived value, as Dan Ariely points out in Predictably Irrational. Often, the more consumers pay, the more value they ascribe to a purchase. If you discount prices purely to boost sales, buyers may begin to question that value.

Consider Abercrombie & Fitch, which lowered prices by roughly 15% during the 2000–2002 downturn. When the dust cleared, the company realized that it had sacrificed much of its brand’s cachet and lost significant market share. A&F; didn’t recover until 2004—and then only after returning to higher prices. In August 2008, having learned its lesson, the company announced that it was considering another price increase, despite a decline in second-quarter profits. The goal: to enhance what the CEO called the “iconic status” of the brand.

But discounting is so easy that some companies simply can’t resist. Starbucks, which posted its first-ever earnings loss in July, has begun to offer lower-priced options, such as a cup of coffee for $1, with free refills. This strategy may boost sales in the short term, but we suspect that, as with A&F;, it will hurt the Starbucks brand in the long term.

Discounting is not always a bad idea, though—there are safe ways to lower prices. Earlier this year, Chrysler discounted something that does not affect its core brand: gasoline. It guaranteed to purchasers of new cars a price of no more than $2.99 per gallon of gas for three years. The idea was to subsidize the fuel that a new car uses, not the car itself. It’s similar to what GM did in 2001 by discounting its financing rather than its cars. Obviously, the auto industry has more problems than brand deterioration. Nonetheless, this is smart marketing during a downturn: It couples the appeal of a discount with an implicit message about the value of the core product.

So if you’re eyeing a simple, traditional discount strategy during the present slowdown, first consider the potential for damage to your brand and then evaluate the brand insurance that a more nuanced approach may offer. If you inadvertently shatter your brand’s mystique, reestablishing the value proposition to consumers may be tougher than you expect.

Jeffrey M. Stibel and Peter Delgrosso in the latest Harvard Business Review.

Filed Under: News Tagged With: pricing, strategy

Latest unemployment report not a good one

December 6, 2008 by Charlie


According to the BLS report yesterday, the latest job market numbers show a recession that’s deepening. A total of 1.9 million jobs have been lost so far this year, with two-thirds of that in the past three months.

The Labor Department’s jobs data showed that the economy shed 533,000 jobs in November, the worst one month decline since December 1974 (though the number in 1974 represented a greater percentage of total workers, so the impact isn’t directly comparable). However, the composition of the declines was very different in the two periods. In December 1974, the drop in employment was almost two-thirds concentrated in the manufacturing sector, and less than a quarter in the services industry. The economy has changed drastically since then. Last month’s decline was less than a sixth in manufacturing, and more than two-thirds in services.

A loss this year of about 2.3 million looks likely, and losses in 2009 could total 3 million. The unemployment rate, which rose in November to 6.7% from 6.5% the previous month, is headed close to 9% in 2009. The losses are widespread, with gains only in education, health care and government.

As layoffs increase, incomes shrink and so does consumer spending, inducing firms to continue cutting payrolls. Making conditions worse are tighter lending standards by banks that hurt companies and their customers. While the rising unemployment rate is disturbing, it’s still nearly four percentage points below the 10.8% peak hit at the end of the 1981-82 recession.

Expect the economy to possibly show some signs of improvement by summer of 2009, but remember that job losses typically continue for a while after a recession ends.

Filed Under: News Tagged With: labor, recession

Black Friday and Cyber Monday sales strong

December 3, 2008 by Charlie

Though the holiday season is far from over, retailers across the country are breathing a collective sigh of relief after shoppers headed to stores and websites in droves over the weekend. According to the National Retail Federation’s 2008 Black Friday Weekend survey, conducted by BIGresearch, more than 172 million shoppers visited stores and websites over Black Friday weekend, up from 147 million shoppers last year. Shoppers spent an average of $372.57 this weekend*, up 7.2 percent over last year’s $347.55. Total spending reached an estimated $41.0 billion. “Holiday sales are not expected to continue at this brisk pace, but it is encouraging that Americans seem excited to go shopping again.” said NRF President and CEO Tracy Mullin.

It also looks like more people than ever spent the first workday of the holiday season doing something other than work on their computers. Online shoppers spent $846 million in the U.S. on ‘Cyber Monday,’ according to new comScore Networks data. That was a 15% increase over the same day last year (see chart above).

Filed Under: News Tagged With: retail sector

Sorry, couldn't resist

December 3, 2008 by Charlie

Filed Under: News Tagged With: financial markets

Ok, now it's official

December 2, 2008 by Charlie

The Business Cycle Dating Committee of the National Bureau of Economic Research met by conference call on Friday, November 28. The committee maintains a chronology of the beginning and ending dates (months and quarters) of U.S. recessions.

The committee determined that a peak in economic activity occurred in the U.S. economy in December 2007. The peak marks the end of the expansion that began in November 2001 and the beginning of a recession. The expansion lasted 73 months; the previous expansion of the 1990s lasted 120 months.

The NBER’s historical business cycle data show that the average economic expansion since WWII lasted 57 months (4 years, 9 months). In that case, the current expansion is more than two years longer than the average expansion, depending on when the NBER decides the next recession starts.

For the complete NBER release, click here.

So the obvious question is…now what? Or maybe…so what?

Well, I think it’s imperative that we keep the announcement in perspective in that it simply confirms what many have been saying/feeling for some time now. It’s just that economists need data to confirm economic phenomena.

Your downturn strategy should remain intact, … what do you mean you don’t have one? Click here to review previous strategy-related posts to get you started.

UPDATE: I was asked this morning: Why did it take so long for the recession to become “official”?

Back in the 1920s, the NBER began a research program into our economic history, resulting in a set of dates of economic peaks and troughs. NBER has continued to update this chronology. NBER is an academic organization, and its business cycle dating program is a service to the scholarly research community. It is not meant to be a current commentary on the economy nor a forecast of future activity.

The committee wrestles with two issues when it sees a decline in economic activity. First, it asks if the downturn we’re seeing will survive the inevitable data revisions. Second, if economic activity turns up tomorrow, will the downturn be significant enough that we will call this event a recession. Although it has seemed obvious to many that this is a recession, that’s because no one expected a sudden turnaround. However, the committee does not use such a forecast in its determination. And being academics, there’s really no hurry.

While wrestling with these two issues, the committee also deals with data that may be telling different stories. One reason it has not been obvious to me that we’re in recession is that first and second quarter GDP growth were positive, with Q2 pretty strong. It’s unusual to see such strong growth in the middle of a recession. However, the monthly data that the committee focuses on all showed pronounced peaks.

UPDATE 2: The next question I was asked was: So, when will the recession end? I could take the easy road out and say “see answer above.” Instead, I’ll opt for the second easiest answer and say that there are: (1) a lot of differing viewpoints out there, and (2) there are a lot of unknowns in the mix, and (3) the range of time frames I am hearing put us in recovery mode anywhere from 2nd quarter 2009 to late 2010. Needless to say, a rocket scientist could probably have figured that out. Personally, I think it’s closer to the former than the latter time period.

Filed Under: News Tagged With: recession

A good overview of economic policy

November 29, 2008 by Charlie

As usual, Mankiw hits the nail on the head (in his latest NYT column):

IF you were going to turn to only one economist to understand the problems facing the economy, there is little doubt that the economist would be John Maynard Keynes. Although Keynes died more than a half-century ago, his diagnosis of recessions and depressions remains the foundation of modern macroeconomics. His insights go a long way toward explaining the challenges we now confront.

According to Keynes, the root cause of economic downturns is insufficient aggregate demand. When the total demand for goods and services declines, businesses throughout the economy see their sales fall off. Lower sales induce firms to cut back production and to lay off workers. Rising unemployment and declining profits further depress demand, leading to a feedback loop with a very unhappy ending.

The situation reverses, Keynesian theory says, only when some event or policy increases aggregate demand. The problem right now is that it is hard to see where that demand might come from.

The economy’s output of goods and services is traditionally divided into four components: consumption, investment, net exports and government purchases. Any expansion in demand has to come from one of these four. But in each case, strong forces are working to keep spending down.

CONSUMPTION The Conference Board reports that consumer confidence is near its record low. It is easy to understand why consumers are so scared. House values have declined, 401(k) balances have shrunk and unemployment is up. For many people, the sense of economic uncertainty is greater than they’ve ever experienced. When it comes to discretionary purchases, like a new home, a car, or a washing machine, wait-and-see is the most rational course.

A bit more saving is not entirely unwelcome. Many economists have long lamented the United States saving rate, which is low by international and historical standards.For the overall economy, however, a recession is not the best time for households to start saving. Keynesian theory suggests a “paradox of thrift.” If all households try to save more, a short-run result could be lower aggregate demand and thus lower national income. Reduced incomes, in turn, could prevent households from reaching their new saving goals.

INVESTMENT In normal times, a fall in consumption could be met by an increase in investment, which includes spending by businesses on plant and equipment and by households on new homes. But several factors are keeping investment spending at bay.

The most obvious is the state of the housing market. Over the past three years, residential investment has fallen 42 percent. With house prices continuing to decline, increased building of new homes is not likely to be a source of robust demand over the next few years.

Business investment has lately been stronger than residential investment, but it is unlikely to pick up the slack in the near future. With the stock market down, interest rates on corporate bonds up and the banking system teetering on the edge, financing new business projects will not be easy.

NET EXPORTS Not long ago, it looked as if the rest of the world would save the United States economy from a deep downturn. From March 2004 to March 2008, the dollar fell 19 percent against an average of other major currencies. By increasing the price of foreign goods in the United States and reducing the price of American goods abroad, this depreciation discouraged imports and bolstered exports. Over the last three years, real net exports have increased by about $250 billion.

In the coming months, however, the situation may well go into reverse. As the United States financial crisis has spread to the rest of the world, fast-moving international capital has been looking for a safe haven. Ironically, that haven is the United States. Since March, the dollar has appreciated 19 percent, a move that will put a crimp in the export boom.

GOVERNMENT PURCHASES That leaves the government as the demander of last resort. Calls for increased infrastructure spending fit well with Keynesian theory. In principle, every dollar spent by the government could cause national income to increase by more than a dollar if it leads to a more vibrant economy and stimulates spending by consumers and companies. By all reports, that is precisely the plan that the incoming Obama administration has in mind.

The fly in the ointment — or perhaps it is more an elephant — is the long-term fiscal picture. Increased government spending may be a good short-run fix, but it would add to the budget deficit. The baby boomers are now starting to retire and claim Social Security and Medicare benefits. Any increase in the national debt will make fulfilling those unfunded promises harder in coming years.

Keynesian economists often dismiss these long-run concerns when the economy has short-run problems. “In the long run we are all dead,” Keynes famously quipped.

The longer-term problem we now face, however, may be more serious than any that Keynes ever envisioned. Passing a larger national debt to the next generation may look attractive to those without children. (Keynes himself was childless.) But the rest of us cannot feel much comfort knowing that, in the long run, when we are dead, our children and grandchildren will be dealing with our fiscal legacy.

So what is to be done? Many economists still hope the Federal Reserve will save the day. In normal times, the Fed can bolster aggregate demand by reducing interest rates. Lower interest rates encourage households and companies to borrow and spend. They also bolster equity values and, by encouraging international capital to look elsewhere, reduce the value of the dollar in foreign-exchange markets. Spending on consumption, investment and net exports all increase.

But these are not normal times. The Fed has already cut the federal funds rate to 1 percent, close to its lower bound of zero. Some fear that our central bank is almost out of ammunition.

Fortunately, the Fed has a few secret weapons. It can set a target for longer-term interest rates. It can commit itself to keeping interest rates low for a sustained period. Most important, it can try to manage expectations and assure markets that it will do whatever it takes to avoid prolonged deflation. The Fed’s decision last week to start buying mortgage debt shows its willingness to act creatively.

It is hard to say how successful monetary and fiscal policy will be in avoiding a deep downturn. But as events unfold, you can be sure that policymakers in the Fed and Treasury will be looking at them through a Keynesian lens.

In 1936, Keynes wrote, “Practical men, who believe themselves to be quite exempt from any intellectual influence, are usually the slave of some defunct economist.” In 2008, no defunct economist is more prominent than Keynes himself.

N. Gregory Mankiw is a professor of economics at Harvard.

Filed Under: News Tagged With: economic forecasts

What are we teaching the next generation?

November 29, 2008 by Charlie



Filed Under: News Tagged With: financial markets

Keeping on track during tough times

November 29, 2008 by Charlie

In times of economic uncertainty, it can be tempting to become protective, and to expend your energy speculating about what this means for your business, or whether in fact you can expect to grow at all during this time. Fear is a very real emotion, yet it can immobilize your business. It can help to acknowledge that nobody (including the experts) knows exactly what’s going to happen, so you are not alone. When the environment becomes challenging, it is actually an opportune time to think about ways to reinvent your business—to change what might have worked yesterday but may not work tomorrow.

Case in point: Psychologists tell us that when economic times get tough, people rein in spending but still splurge on the occasional luxury. What does this suggest for your business? If you sell to consumers, what might they be willing to give up, and what might they still need or desire that you can provide? If you sell to other businesses, what problems will they still have that you can resolve for them? What is most pressing to your clients, and what is less urgent? Such strategic prioritizing can go a long way to help you plan and manage the current crisis.

As you conserve your own resources, this approach will help you identify where you can focus your marketing and sales efforts for the next three to 12 months. Just as you want to avoid the do-nothing pitfall, avoid the crisis management trap of becoming a moving-target organization where panic dictates changing objectives every week. Instead, analyze as best you can with the limited information available today, pick a direction, and move forward—correcting as you go along and the feedback comes your way. As Will Rogers said, “Even if you get on the right track, you’ll get run over if you just sit there.”

Source: Today’s Tips from BusinessWeek.com

Filed Under: News Tagged With: recession, strategy

Economic lessons from Thanksgiving

November 29, 2008 by Charlie

There are some important, but often overlooked economic lessons about our celebration of Thanksgiving including private property rights, the tragedy of the commons, the failure of communal farming and socialism, and the triumph of the free enterprise system. Click here.

Filed Under: News Tagged With: trends

Gas Price Update

November 24, 2008 by Charlie

National Average: $1.89 (lowest price since February 2005)
National Low: $1.35 in Kansas City

Mark Perry estimates the annualized savings to be $317.4 billion, based on the drop in gas prices from the peak of $4.12 per gallon in July to the current $1.89 ($1.4235 billion annual savings for American consumers and businesses per penny decrease in gas prices, see calculations here).

Filed Under: News Tagged With: gas prices

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