What Is a First Mover?A first mover is a service or product that gains a competitive advantage by being the first to market with a product or service. Being first typically enables a company to establish strong brand recognition and customer loyalty before competitors enter the arena. Other advantages include additional time to perfect its product or service and setting the market price for the new item. Show
First movers in an industry are almost always followed by competitors that attempt to capitalize on the first mover's success and gain market share. Most often, the first mover has established sufficient market share and a solid enough customer base that it maintains the majority of the market. Key Takeaways
Examples of First MoversBusinesses with a first-mover advantage include innovators, Amazon (NASDAQ: AMZN) and eBay (NASDAQ: EBAY). Amazon created the first online bookstore, which was immensely successful. By the time other retailers established an online bookstore presence, Amazon had achieved significant brand recognition and parlayed its first-mover advantage into marketing a range of additional, unrelated products. According to Forbes's "The World's Most Innovative Companies" 2019 ranking, Amazon ranks second. It has annual revenues of $280 billion and, through the end of 2019, had a 20% annual sales growth rate. eBay built the first meaningful online auction website in 1995 and continues to be a popular shopping site worldwide. It ranked 43rd on the Forbes list of innovative companies. The company generates $287 billion in annual revenues, with a 2.8% annual sales growth rate. Advantages of First MoversBeing the first to develop and market a product comes with many prime advantages that strengthen a company's position in the marketplace. For example, a first-mover often gains exclusive agreements with suppliers, sets industry standards, and develops strong relationships with retailers. Other advantages include
Disadvantages of First MoversDespite the many advantages associated with being a first mover, there are also disadvantages. For example, other businesses can copy and improve upon a first mover's products, thereby capturing the first mover's share of the market. It costs approximately 60% to 75% less to replicate a product than it costs to create a new product. Also, often in the race to be the first to market, a company may forsake key product features to expedite production. If the market responds unfavorably, then later entrants could capitalize on the first mover's failure to produce a product that aligns with consumer interests; and the cost to create versus the cost to imitate is significantly disproportionate. First mover and late mover advantages refer to the competitive advantage of the organizations to work as a strong brand and attain a greater market share. First mover advantage can be
identified as benefits for the organizations to enter into the market with the significant benefit of a new product. The competition is poor due to which organizations gain an extensive market share. It helps the firms promote a strong brand image, including greater consumer loyalty and lack of competitors in the market. Initially, the first movers focus on a capitalization strategy to gain a larger market share, but they emphasize loyal consumers with the established market share. It promotes
the organizations to work effectively organizations with the support of loyal consumers and quality products. Late movers can provide significant advantages to the firms through their capability of producing the perfect product that is required in the market. The organizations can also utilize demographic surveys to evaluate the needs of the consumers and enhance the quality of the products accordingly that can maximize the sale. Late mover advantage is based on utilizing the knowledge
regarding reducing manufacturing costs of the product for maximum organization benefits. Thus, it can also focus on developing a suitable product or service that can target maximum consumers and work as an appealing factor. It can allow the firms to learn from the mistakes and decisions of other firms. Through effective research and understanding of the market, the organizations can easily judge the consumers’ taste to enter the market with a greater benefit. The first-mover advantage is primarily based on three major factors: Control of
resources: One of the major first-mover advantages is based on the capability of the firm to control the resources of the organization. It promotes a greater quality for the organization to enhance its ability with the first entry into the market. Considering the research and supply chain, the first-mover firm can easily evaluate the needs and desires of the target population and focus on the products to produce them according to the consumer’s needs. It mostly focuses on firm's opportunity
to discourage the entry of other organizations with unique innovation.
Disadvantages Of The First MoverFirst movers can attain several advantages, but apart from these benefits, they also follow some disadvantages which can be seen behind the unsuccessful business operations of the firm. Some of the major disadvantages of the first movers are as follows:
Disadvantages of the Last MoverLate movers can face several disadvantages in the market based on the research and development costs, competition with established brands, and risk of the added features in the products. However, first-mover firms can establish a well-known brand in the market, creating a threat for the last movers to compete in the marketplace. Nevertheless, it is not easy to move the consumers for a similar product. It is also based on the timing of the firms to avoid uncertainty in the market, but it can also impact the firm’s investment. Sometimes it is observed that the firms can also be invested in the dying product without proper research, which is a loss for the firm. Keep LearningWhat to learn next based on college curriculum What is an advantage that is realized by a company as a part of first mover advantages group of answer choices?Brand name recognition is the main first-mover advantage. Not only does it engender loyalty among existing customers, but it also draws new customers to a company's product, even after other companies have entered the market. Brand name recognition also positions companies to diversify offerings and services.
What advantages exist with first mover?First movers have advantages because they know more about their market before entering it. This enables them to identify and react much faster than potential entrants and competitors. That's because they need time to gather information and decide their entry or exit.
What is firstfirst-mover advantage. a competitive advantage that occurs when a firm is first to offer desirable products or services that secure customer loyalty.
What is meant by first mover advantages describe three first mover advantages for international businesses?The first-mover advantage is the benefit of increased brand recognition , customer loyalty and increased sales that often accompany a business that is the first to enter the marketplace with a new product.
|