Now I am not a handyman and I am not into hardware, but I have been watching with some interest the brewing battle between Bunnings and Masters. The fight for market share will no doubt be intense and I would suggest that the final outcome is less than clear. My sense is that Masters will […]

Now I am not a handyman and I am not into hardware, but I have been watching with some interest the brewing battle between Bunnings and Masters. The fight for market share will no doubt be intense and I would suggest that the final outcome is less than clear. My sense is that Masters will grow at the expense of Mitre 10 and the other minor players with the impact on Bunnings being marginal. It is evident from the advertising that ‘price’ is going to be a key weapon in the battle for the consumer’s hardware dollar. Indeed, both Bunnings and Masters are claiming that they will beat any competitor’s price by 10% on any ‘comparable’ item. My question here relates to the credibility of these two businesses claiming to be the cheapest and supporting that claim by a ‘10% guarantee’. Is it credible message from either competitor and does…