I concorrenti globali non interrompono mai la pianificazione strategica e il monitoraggio competitivo

In qualsiasi recessione, le aziende possono essere tentate di credere che i loro concorrenti abbiano “chiuso” i loro budget per le ricerche di mercato e l’intelligence competitiva. Mentre i budget aziendali vengono tagliati, ci sono modi in cui le aziende possono continuare a monitorare la concorrenza durante l’anno e nei prossimi anni di recessione fino alla ripresa economica.

La necessità di un monitoraggio continuo dell’intelligence competitiva

Anche se l’economia mondiale potrebbe contrarsi ulteriormente, è importante notare che alcune aziende multinazionali continueranno a crescere e prosperare a scapito di altre, che resteranno invariate o falliranno durante questi tempi economici difficili.

Not all industries and companies are created equal – Nor do they compete on a level playing ground – particularly during a recession. During good economic times, companies can compete on a “level playing ground” as they have access to capital, the equity markets, and they are well-staffed. However, during a period of a credit crisis, limited liquidity, downsizing, and foreseeable economic uncertainty, the consequences of stopping a CI global monitoring process could have the potential result of reduced market share and limited market opportunities over the long term.

Programmi di monitoraggio CI convenienti durante le recessioni

Di seguito sono riportati programmi di monitoraggio CI convenienti che le aziende possono ragionevolmente prendere in considerazione in un periodo di recessione economica.

1. Low-cost CI monitoring programs and monthly retainer programs

Companies can commission through a research supplier cost-effective, monthly tracking programs which utilize a research methodology of both secondary research augmented with primary research from targeted Key Opinion Leaders in the countries.

2. Profili di concorrenti mirati in regioni o paesi selezionati

Le aziende possono commissionare profili di concorrenti mirati in regioni o paesi selezionati per monitorare l'attività di sviluppo di nuovi prodotti, i piani di espansione, le attività di fusione e acquisizione e le iniziative strategiche dei concorrenti.

3. Analisi delle opportunità di mercato per settore merceologico e per regione geografica

Many strong companies see the value in continuing to develop their short-term and long-term strategy in spite of the economic downturn.

Alcuni metodi di ricerca economicamente vantaggiosi:

• Instead of commissioning several countries or regions, do homework first and target specific regions or countries for the “low-hanging fruit”
• Mirare all’esportazione dei prodotti e servizi più robusti, ridurre l’espansione globale di “tutti i prodotti e servizi”
• Monitor the price points and the changing exchange rates by country to optimize export and global sales opportunità

What Not to Do During a Recession

1. Shelving markets and regions because they have a short-term burst in their bubble

An example of this is market expansion plans in the Middle East and North Africa Region. During the “black gold” rush of the past few years to the Emirati Arabi Uniti and other Middle Eastern countries, companies were expanding at a high growth rate to “get in the game.” Now, since the price of oil is down from its historical levels, several firms have stopped their Middle East expansion efforts.

But this region will likely continue to grow in terms of its demographics over the long term. With high population growth, young populations, and large family sizes, this region will likely grow in the future in terms of household consumer products, transportation, retail, financial services, and healthcare services.

2. Ricordati di fare i compiti, poiché i tuoi concorrenti continueranno a fare i compiti

This is an important message. Don’t neglect your homework or ricerca as your global competition may still continue to research foreign market opportunities and will seize market opportunities. While your domestic competitors may pull the plug on their market research or global market intelligence budgets, the domestic competitors in these countries or adjacent countries in the region may likely be continuing their robust competitive efforts.

3. Raccogli informazioni di mercato molto convenienti dai tuoi uffici sul campo a livello nazionale e globale

A cost-effective and high-value way to gather local domestic and global market and competitive intelligence is to “tap” your local field and sales offices. They offer on-the-ground intelligence and insight and can be tremendously useful in strategic decisions.

Riepilogo

In summary, global multinational firms that continue their CI and MI monitoring efforts during an economic downturn are prone to reap the benefits when the economy begins to point north again.