Internet Access to Individuals and Businesses

I own a local business that provides Internet access to individuals and businesses, my business is one of four businesses in the local market that provide internet access to both individuals and businesses. Each of the four businesses charges the same price of twelve dollars a month for unlimited dial up services. My businesses breakeven price is seven dollars per customer, so no matter what I must charge it least seven dollars per package in order to cover all my costs. Recently my business and the other three businesses have begun to enter into a price war, to ensure that my business isn’t destroyed I will have to develop specific pricing strategies based on certain situations brought upon by my competitors.

Demand for my businesses service is often fluctuating because of the constant price changing between my competitors and I. Demand for my service is affected by changes in prices because people are drawn more toward the lowest priced Internet service providers The provider that offers the most bonuses and upgrades along with a strategically low priced internet service, will most likely succeed in bringing in the most customers. Dramatic price drops by my competitors would make it hard for my business to stay afloat because my breakeven price is seven dollars per person, so if they drop their prices to seven dollars or less, then my business would probably have to close because of insufficient profits.

My business has three competitors selling the same service as I am, and most any of their business decisions can affect my business in either a positive or negative way. If those businesses are able to drop their prices and offer more extras with their Internet service than my business is able to, it could result in a dramatic loss of business for me and a gain of business for my competitors. The opposite could also occur, my competition could start losing profits and have to raise their prices to maintain operations. In this instance some of their customers might switch to my Internet provider so they wouldn’t have to pay higher prices. My customers who were previously thinking about switching to one of my competitors will now decide to stay with my business rather than switching to a provider with fluctuating prices.

Having too many of the same kinds of businesses (such as an internet service provider) in the same area, results in a loss of business for everyone because now consumers have so many options of which business to choose form. Where as if my business was in an area where it was the only Internet service provider or it had only one business competing for consumers, I would have a much larger amount of customers.

Other than price changing, there are many other methods I could use to attract new customers and retain current customers. One method which some of my competition has used to gain new customers is by offering extras with their service. Extras such as, free personal web pages, free e-mail services, and answering machine services so that dial up users won’t have to worry about missing important calls.

Another way of attracting new customers would be to use different marketing techniques or perfecting the current marketing techniques that my business uses. I could use different kinds of media to attract specific target markets by using market segmentation. I could use Internet media to my advantage by having a sufficient website promoting my business, Internet marketing would be extremely helpful to my business in particular because anybody who goes to my website would be using some form of Internet which would make them a potential customer to my service.

Other ways of attracting new customers would be to target certain groups, for instance my business could market in college campuses that for a certain time period all college students can have their first six months of service at seven dollars rather than the original twelve dollars per month. By doing this I open up the door to potential long-term customers because college students are going to need the Internet for the rest for their lives. By targeting them at a young age my business could try and fulfill their current internet needs that way they stick with us when the get older rather than switching to one of the businesses competing along side me.

When the following situations occurred with my competition, my decisions to keep my business a float were as follows. A month after dropping the price of their Internet service to ten dollars per month, one of my competitors then raised it back to twelve dollars per hour. In this case my strategy was to drop my price from twelve dollars per month, down to ten dollars per month. My reason for doing this was because I wanted my customers to be happy that prices were going down, which would most likely cause my current customers to retain their service with me. Also by dropping my prices down to ten dollars per hour, my