IT IS TIME TO BE PROACTIVE

Now when the ice has started melting and recession is on the wane, it is time to ponder and plan strategy to work and progress to regain lost position with security from any untoward happening in future.

According to reports pouring in from different quarters of business centres across the globe, the grim economic situation now seems improving.  In recently held world class fair of stone, Marmomacc, in Verona, Italy there was a glimmer of hope for an upturn in demand of stone and stone products in 2010.  The forecast is for better times ahead for building and construction industry globally.

Presently the period is of transition from worst economic downturn to better economic conditions.  This is the crucial period, which calls for attention of people in the industry and preparedness for the upturn.

Now when the ice has started melting and recession is on the wane, it is time to ponder and plan strategy to work and progress to regain lost position with security from any untoward happening in future.

Taking lessons from the past we should adopt check & balance policy and have long term as well as short term planning for the company.  Now the bottom of recession is showing it is time to invest in areas from where immediate returns come to replenish coffers.  This will make investment in long term planning easier.  This strategy will keep the company floating in times of economic crisis ever.  We have to look at every activity that generates revenue with an eye on cost and showing prudence in investment.

The time requires a fresh look at the present market situation devoid of any plans conceived prior to recession.  We should move forward with full understanding of current economic times demand with new sales and marketing strategy to monitor progress better and help justify marketing, advertising, promotion and sales budget.
It is just a mild beginning towards betterment.  Let us not be euphoric but keep going knowing fully what we are doing and why.  This is the time for best deployment of marketing tools and management skills.  Do not cut back on sales and marketing budget.  Any draconian step will harm when market comes in full swing. Maintain your presence in the market.  

We have seen that demand of dimension stone is always there, varying at times in volume.  Consumers are going to stay and rather increase in times to come.  Therefore time is right for companies to show real value and professionalism and demonstrate sensitivity to clients.

While focusing attention on micro activities for immediate gain we must not forget the major task i.e. to continue working for the overall development and expansion of the company involving research and development of products, market survey, investment plans etc., which form the real backbone of any company and help in keeping balance during fluctuating economy and marketing conditions.

Take flexible approach to pricing of products, production and marketing policy.  Though stone sector is showing upward trend, nobody knows what is in the womb of future.  A close watch and time to time monitoring of company's activities in view of the conditions in the market is a must to avoid being caught napping.

So, stop brooding over the past and be proactive.  The time is yours, shape it to your advantage.  Focus on both growing business and maximising the utilisation of current resources.
K. Vikram Rastogi