Wszystko wskazuje na to, że i w Polsce kryzys będzie mocno odczuwalny. Co w takiej sytuacji powinny zrobić firmy? Jaka strategia pozwoli nie tylko przetrwać, ale wyjść mocniejszym ze światowej zawieruchy?
Giełdy lecą w dół, konsumenci przestają wydawać pieniądze – taki czarny scenariusz zaczyna się nam rysować przed oczami. Tymczasem co dla jednych jest kryzysem, dla drugich jest szansą!
Oczywiście, wybór strategii zależy od aktualnej pozycji firmy i sytuacji na rynku. Ale recepty na czas kryzysu są wbrew pozorom bardzo proste:
1) Jeśli płynność Twojej firmy nie jest zagrożona, szukaj nowych możliwości wzrostu. Kupuj firmy, które pomogą Ci rozwinąć działalność w nowych obszarach bądź po prostu konkurentów. Konsoliduj swoją pozycję na podstawowym rynku.
2) Jeśli takich możliwości brak, optymalizuj istniejące procesy. Skup się na efektywności sprzedaży, działaniu strony internetowej, nie przepuść żadnego potencjalnego klienta.
3) Nie obniżaj cen! Wojna cenowa zgubi wszystkich. Staraj się zakomunikować klientom autentyczną wartość swojego produktu
4) Jeśli grozi problem z płynnością, przede wszystkim staraj się uwolnić gotówkę i ciąć koszty. Pozbądź się niepotrzebnych zapasów, negocjuj z dostawcami, albo w ogóle ich zmień. Szukaj źródeł oszczędności, eliminuj marnotrawstwo czasu i surowców. Możesz teraz zacząć stosować procedury Lean Management.
5) Zwiększaj też efektywność inwestycji – przez skierowanie zasobów tam, gdzie spodziewany zwrot będzie największy, nawet kosztem zamknięcia pewnych obszarów działalności.
A badania marketingowe? Tak, właśnie w czasach kryzysu są szczególnie niezbędne!
Zrealizowanie pierwszych trzech punktów bez badań marketingowych jest po prostu niemożliwe – albo skutek jest poniżej optymalnego. A na to nie możesz sobie teraz pozwolić.
Jeśli rozważasz punkt czwarty lub piąty jako główny punkt strategii, poszukaj takich metod badawczych, które przynoszą potrzebne informacje mniejszym nakładem kosztów. Czy na pewno sondaż musi być ogólnopolski? Czy na pewno próba losowa? A może inaczej? Istnieją metody badawcze, które może nie pretendują do roli "naukowo uzasadnionych", ale sprawdzają się w praktyce. Ponadto kieruj budżety badawcze tam, gdzie pomyłka miałaby najpoważniejsze skutki.
Jeśli w pierwszym odruchu chcesz zmniejszyć budżet badawczy, pomyśl po raz drugi. W trudnych czasach trzeba podejmować wyważone decyzje, poparte faktami – w takich sytuacjach najlepsza intuicja bywa bardzo zawodna. Badania marketingowe to metoda umożliwiająca zmniejszenie ryzyka. Tego właśnie potrzeba w trudnej chwili!
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