New features that gives the business crisis Bashny.Net

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The crowd around the Bank of United States in new York since the financial collapse in 1931. It was the most acute moment of the crisis, which lasted from 1929 to 1939 caused the Great depression in the United States

Marketer Sergey slavinskiy often examines the mistakes of others in the literature. But he changed the tradition and wrote about the possibilities that opens us stagnating and falling into the economic abyss of the global crisis.What is obvious now and all will become clearer for those who haven't notice this change in consumer demand. A few posts ago, I wrote about its elasticity and it is very important to understand for your business it is positive or negative (price, income and cross-demand). This will help to understand what and how to prepare. But, more importantly, not to forget the simple rules…

That no matter what happens, people do not cease to consume. To a greater or lesser extent, substituting one for the other — but the consumption remains. And it is very important for business to remain in this "circle of consumption". Yes, there is an industry where stagnation will be stronger, but among the readers there are not many builders or dealers, as well as those who work in close connection with them. The rest will be easier.

The main feature that appears is the possibility of objective evaluation of its effectiveness. There are businesses managed, and there are businesses where there is only the illusion of control. And as soon as the business begins to maneuver, it turns out that to steer something and nothing. This situation can be prevented. We only have to imagine what would happen if the cash flow falls by 30% or even 50%. Not "Ah-Ah-Ah-Ah, then we will close", and how to build a business in such conditions, to simulate this situation. In the end, these horrible numbers is just your speed 3 to 5 years old, if the business all these years, grew ahead of growth markets, though not by much. And to go back is always easier. Because you already know the pitfalls and can organize a business much more effective. But this pessimistic scenario. And it should not be tolerated.

The second feature that saves you from having the first path is the focus. Or the formation of a clear positioning. While the market lacked all the pace of business growth consistent with market growth — special needs was not in it. But crises are characteristic of growing differentiation. Consumers in the conditions of financial constraints begin to more clearly articulate their needs and expectations. And this means that business can and should create an adequate offer. Before him, as a rule, not reached in the framework of the emerging markets to absorb turnover. But during the stagnation, when there is every opportunity to change the market landscape in their favor, it is possible to solve all problems immediately. The first echelon on the market break those who reduce prices, trying to maintain cash flow. When they go bankrupt, come next. Those who change their balance of price and value. What is happening in the market?

The problem is twofold. On the one hand we have an existing audience, which naturally reduces the consumption due to a reduction in income. On the other hand, we have the ability to attract all the doubters, creating the best value proposition. What consumers are reviewing their priorities in the selection of products means one thing — the market "reset to zero". Loyal customers remain committed to their own brands, but the rest of released in free swimming. And not for all the price will be the only criterion for evaluating proposals. "Three, but small. Five, well, very large. But five" — the eternal theme. But to catch the tail of the redistribution of consumer preferences and to provide high value at a reasonable price changes (or even without it) is the ability to generate and further to maximize their own market niche. Because with the increase in the consumption of everything that will happen in the future is the creation of stereotypes around your product. When another such opportunity will appear?

It turns out that in reality the crisis of demand is more the supply crisis. Frustrated by the drop in the quality consumers are losing loyalty to the brand and the market filled with new leaders, more effective. Of course, this is a perfect picture. Still, a significant or large part of the population (depending on region) reduce their own requirements to the products. But was this "undemanding" audience your clients before? Or not, whether income derived from such an audience, to not only survive in difficult economic situation, but also to develop in the future. And even assuming that in the future with your product will pass on the consumption of different product with higher consumer characteristics?

The third opportunity is the opportunity to be bright and unusual. Rather it is even a necessity. The less communication we use (and will decrease), the more difficult it is to be remembered. Expressionless (albeit beautiful) images are not allowed sufficiently to say about themselves and their benefits. Differences and focus must be communicated very clearly and permanently deposited in the memory. This means that the "crisis" and the image should be much more effective to be effective. The bolder the better. Within reason, of course. And if in times of a vivid image of the need, in the future, not abandoning him, you get another little opportunity to be otherwise in a competitive market. During the "free growth" that most companies do.

 

источник:livejournal.com

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