The first sector of the economy to acknowledge a possible shrinkage of market is the consumer industry. Currently, the global economic slowdown, adds to a greater challenge, which is to meet the needs of the consumer excellence. New technologies are invented and developed every day, often guided by market information or expert analysis supported by the most diverse. At least that is what is expected of them. However, although we have experienced in recent years a growing technology and knowledge, is the fact that little has changed in consumers’ minds, that’s who matters most in this process.
The arduous task then became finding ways to win the race of competition, no matter if the answer is in technology, processes, in order to sell this or that product or even in the way of being of each consumer. The highlight of recent decades was the control and trickery on this supply chain, or, as some prefer, the supply chain. Since then, develop methods of optimization and management on a specific area of the production process was the solution to be reached, often as a lifeline for many organizations.

Reduce costs and increase market share call objectives were pursued with such a load of concentrated effort that today there is none who understands this search as a true “corporate mantra.”

Today, however, the moment seems to point to new needs. A simple cost-cutting attitude no longer seems enough to ensure gains in market scale and increase in profits. On the other hand, only purely technological outputs have also proved to be insufficient, in that the consumer is not always open to large and brilliant innovations. In other words, there will always be one more traditional consumer is averse to inventions or computer screens. He must also be met.

To do so, becomes crucial to know not only the traditional processes of market positioning, but also develop skills to implement changes and innovations quickly. There are few examples of large department stores in the world at any given time, opted to create smaller shopping centers – such as convenience stores – and began offering a wider range of bundled products with its main sales targets. This type of initiative has proved extremely efficient and, according to research, especially pleased by offering consumers the chance to find everything in one place.

Who came out ahead in this reinvention is certainly in the most competitive, but it’s just a matter of time before competitors to adapt and re-share market spaces. And so goes the cycle of reinvention in reinvention, a constant struggle for the conquest of the consumer.

The difference then is in implementation processes, specifically the speed of change of a corporation in its capacity to adapt and their art of communication with the customer.

The question that remains is whether there is a limit to the reorganization and reinvention. The challenge, therefore, is who will the next “good ideas” before. In particular, being a Brazilian may be a competitive advantage because we are accustomed to make use of creativity to meet our daily lives. And it’s good to think fast.

Carlos Freitas
CEO

Source: InformationWeek Magazine

Cancel investments, reduce costs or make cuts in staff, in most cases, poor performance.

With the latest events in United States and its international repercussions, it is imperative to reflect on the consequences in the business world. More than ever we must continue with pragmatism, in both an individual and the organization. We must face the challenges and accept the mission of this difficult situation with attitudes safe and without haste, lest we reap the bitter fruits widely in the near future.

Organizations, the vast majority are engaged in this journey, but we note that international companies present in Latin America are always somewhat delayed in relation to the United States, Asia and Europe. Therefore, this test of rational procedures invites readers – especially those responsible for decision making – to reflect its action plan for the short term.

In preparation for the future, human resources undoubtedly be seen as central. While the economy suffers shocks, people are under tremendous pressure, being of paramount importance to recruit and retain the best professionals, with continued development and reward.

In making any decision based on this turbulence, for his unprecedented characteristic, it is worth remembering that cancel investments, reduce costs or make cuts in staff, in most cases, poor performance rather than improve it.

Not to mention the non-measurable costs, ie those caused by the difficult task of reassembling a good professional staff lost or, worse, having to win back customers and prospects previously learned and retained by a team hastily dismissed.

It’s time to wake up to the e-revolution, in which the contestants are transformed from night to day with mega mergers and other forms of melee that market. I also believe it is time to consolidate their competitive advantages, adjust investments, reduce costs, according to plan and rapidly, thus the transformation of the organization should never be interrupted, but can – and should – be adjusted when necessary.

Carlos Freitas
CEO

Source: InformationWeek Magazine