Find marketing opportunity in crisis
"If a problem occurs, any matter seem to like to fail. You need the current forms of understanding about the case. You should ask yourself the question — what makes situation looks so bad? you can then decide what action needs to be taken to deal with this problem. This kind of ' ear of leadership ' is a successful leader can demonstrate the quality of the most important. "Harvard Business School Professor Rosa · Kent.
Crisis, is an enterprise business processes, and managers can rise to the ability of a comprehensive test. Crisis coming, enterprise managers like to like "Scouts have demurral, rapid response, the ability to" decisiveness. Some images that enterprise managers, in peacetime to act as watchdogs, like a shrewd Hound, each one may have an impact on the enterprise's information alert attention; for prevention crisis to act as a planner to design better systems, structures, processes and human resources to achieve a variety of resources allocation; in crisis management to act as Coordinator, the coordination and the media, associations, departments, distributors, consumers, competitors, effective delivery of correct information (chart 1).
Crisis, is a measure of enterprise marketing links is smooth and reasonable a bar ruler. Clever marketing managers, to seize this unique opportunity to sort out the enterprise and consumers, resellers, terminals, and various other marketing touch points, reconsidering its own brand of adversity (Chart 2).
1. crisis planning
Marketing managers must often look and review of consumer needs and expectations, which determine the crisis management procedures of important indicators.
2. risk assessment
Risk assessment is the identification and analysis of the crisis. Marketing managers should be able to correctly distinguish the crisis is global, local and regional markets, products, circulation of ... And analysis of the extent of the crisis, and may result in losses.
3. crisis management
Marketing managers to properly assess the scope and extent of the crisis, you can decide how to handle a crisis, is the use of means of public relations, or through a Terminal promotional, advertising?
4. crisis monitor
According to the results of the risk assessment and risk management process, Marketing Manager for crisis management of the whole process of monitoring, and under circumstances change crisis management in a timely manner.
5. crisis summary
It should be said that the crisis is a crisis management process summarizes the most important, only on the crisis and the crisis of the whole process of recording and summary, enterprises can truly of adversity.
Zero point survey company issued the "Beijing enterprises crisis management research report shows that Beijing and half of enterprises in crisis conditions. This report also shows that our enterprise senior management and widespread recognition with crisis and crisis management capacity is weak "defects". 72.7% of respondents belong to low risk identification capability, 9, 4 percent belong to moderate crises recognition ability, only 18 percent belong to the higher risk recognition ability.
Generally, the causes of the crisis have come from the enterprise's own management problems, rather than the enterprise itself causes of crisis events also accounted for a small percentage. Occur in domestic enterprises of crisis events have a lot to the person "is clearly a problem, sooner or later will explode" feeling, if domestic enterprises and a strong sense of crisis, many crises can be early elimination, simply do not have to wait for an event to handle. Instead of the enterprise's own reasons of crisis events remind enterprises in the face of increasingly complex market environment is to realize that the "pie in the sky", "the possibility of sevaral". Should move "sevaral" is on the corporate crisis management mechanism, warning and crisis management capacity of the comprehensive test.
"Crisis is difficult to avoid, but we can actively respond to effectively organize and establish our crisis management system. "Tsinghua University School of public administration LAN Xue, Vice President emphasized. He will enterprises crisis is divided into four phases: the first stage is the precursory stage, if threatened handled well maybe crisis does not occur; however, if you do not handle will enter the next phase of the emergency phase, this time the event has happened, you will need to actively respond to the third stage is the stalemate, the relatively stable, but still have the possibility of deterioration, relative terms may also be the most difficult stage to the final stage, the event was fully resolved, lessons.
Sound: business intelligence for decision time
In the business community, decision and policy making are two different concepts. More cases, "the decision" represents some sort of thinking and judging the results, is an enterprise or a entrepreneurs on how to solve the business problems of the final solution. And "decision", a "decision" of the core content embodied in the word "strategy", focusing on commercial issues of process and every stage of the process. Therefore, the process of making decisions, and decisions are more decision making into the collection.
Unfortunately, most companies are not willing to spend more time to clarify the relationship between the two. Because competition is fierce and risk exists, the enterprise more cases focus on the final decision of guess, lest a half-point margin. But once the question really appeared, followed by is complaining and blaming each other. In fact, in those decisions may seem wrong, we can conclude that the enterprise is ignored on the details of the problem, do not pay attention to the decision-making process, and finally leads to poor decisions. As the saying getting at the root of the matter, if a decision of a problem, it causes a
Set in the decision making process.
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