Ever since companies were forced to rethink their strategies, in order to remain on the market or limit the decline in business, managers have initiated a second wave of measures, this time better analyzed, which are more than an emotional reaction to the economic context, they say.
“This period is certainly one in which we can raise the market share of many of our products. Our marketing investments rose by more than 60 percent compared to those last year, and are heading in those directions we consider essential for the success of our clients and partners and, implicitly, strategic for our future success,” Marketing Manager of Microsoft Romania, Dan Bulucea, told Business Standard.
Even though they are more aggressive than last year, the strategies of IT companies should analyze the financial resources available for the coming 6-12 months, which lead to various scenarios, said Eugen Schwab-Chesaru, Managing Director for Central and Eastern Europe of the Pierre Audoin Consultants (PAC) strategic consultancy and research company for the software and IT industry.
Thus, the most aggressive scenario translates into investments in acquisitions for non-organic growth of business, and reaches a critical mass for optimization, as well as a post-crisis plan to attack. The moderate scenario could mean making alliances for improving chances of gaining new accounts, new clients, new projects, and accepting lower margins or even losses to ensure that the team has orders to process. The defensive scenario involves an almost exclusive focus on existing clients, additional sales on accounts already won, increasing the loyalty of clients through the quality of deliveries, and flexibility.
