100 ◾ The Innovative Lean Enterprise
to competitors. This is why obtaining greater market share is beneficial.
Companies should always strive to have the largest market share possible.
Among other benefits, greater market share reaches more customers, allows
for lower-cost production and raw material leveraging power, and builds
awareness. Companies having products that can stand the test of time are
perfect candidates for high-speed automation. By utilizing equipment to
assemble and package products, companies can lower the cost of their offer-
ings and reduce scrap due to operator error. See the example from Chapter 5.
Switching Cost of the Consumer
Positioning products where it would cost consumers too much money to
switch to another brand ...