But this really isn't about what Kogan can do to grow. It may continue, or maybe it won't. Maybe they are bought out, maybe they aren't. It's about what Myer can do to grow, and Kogan is just one of several obstacles standing in their way as far as impeding that growth. So being 'bigger' simply isn't enough. What Kogan are doing, which is working, is competing on price, and to a lesser extent, convenience - by way of online shopping - but still with the fundamental value being on price leadership.
Back to your questions - would I want a Kogan TV? Maybe, maybe not. I mean, I could get several of them for the cost of just 1 'known' brand at Myer. But if I didn't, and I were to choose one of the 'branded' ones, then I defer you back to my question above - which one would you choose? The Samsung one that costs $400-900 more at Myer? If you valued seeing it in person first, wouldn't you be inclined to just go see a comparable model in store, be it Myer, JB, Good Guys, etc, and then buy it online for significantly less?
So would I buy a TV online? Absolutely! In fact I have - as well as a PC, tablet, audio system, receiver, mobile, etc. This is just electronics too - I've spent thousands over the years on clothing purchased online. I could go on and I'm sure I'm one of many.
I encourage you to step outside the Hounsell line of thinking, where he was recently quoted along the lines of saying that he barely goes to the shops, and doesn't shop online. So don't think about how YOU would do YOUR shopping - instead, think how the future population will do THEIR shopping
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