It is feared that Recession* is here to stay. Though India due to its stable financial structure and strong saving habits is not worst hit yet, but we do not yet know how the current crisis will evolve and how far and till when the implications are going to carry. The confidence of consumers, corporations, and investors—a key factor—cannot be forecast. Nor can government policy. Yet various researches conducted from time to time shows that in past recessions, companies pursuing a purely defensive strategy fared less well than their more active counterparts. As the economy enters what will probably be a difficult downturn, companies should prepare to identify and seize the opportunities. What seems improbable now could become a reality sooner than you expect. How the real economy fares will depend greatly on the way the current policy debate plays out over the next few quarters. Despite the current turbulence, in most industries it isn’t hard to identify either the companies that will find themselves under pressure or which consolidation and reshaping scenarios might emerge. Instead of reacting to situations on short notice as they arise, it is advisable to invest time now to understand how such forces might affect your industry and what role you want your company to play. This paper based on the approaches adopted by major MNCs GE, Johnson & Johnson, Wal-Mart , Toyota, Proctor & Gamble and IBM tries to provide some effective and affordable marketing ideas that will help a firm not only survive this slowdown but also to emerge as a winner during the recession and present business scenario of cut throat competition.
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