Nothing remains static for a long time, more so in today's ultra dynamic world. It's always advisable to seize the initiative in order to be in the game both in ones life as well as in business. It has been seen that the firms that react to problems after they occur often lay behind in the race. s have proved that rectifying the problem after it occurs is always more expensive than addressing them proactively. Also the problem usually gets bigger than it would have been if it had got nipped in the bud itself. As a matter of fact, many organizations struggle to make proactive moves/decisions in order to improve their overall performance as well as to make the right choices before something goes wrong. Senior managers and CEOs are on a continuous look out for improving the performance of their divisions/firms. The article tries to give a framework that improves company's performance. It has been seen that the ability of a firm/organization to outperform its competitors in this high demanding business environment truly depends on some key factors.
To be in today's business game, it is vital for organizations to run their business as per the trends of the market. Winning companies have in them the ability to focus on the changing trends in the market. Therefore, they are able to take the advantage of market activities/trends in different segments of the industry's value chain. They have in them the risk taking attitude and aggressiveness which is needed to exploit the prevailing trend and freely adjust to the new climatic business environment in the game of predictable cycles. There are many companies which are masters of the art of changing with tides. The name which first comes to mind while talking of the above scenario is Gillette, a global producer of personal care and grooming products for both men and women. The long list of its products history starts from Sensor to Sensor Excel to Mach 3, Mach 3 Turbo and the latest is the five blade razor named Fusion. Looking at the opportunity in wet shaving market of women, it launched special blades and razors for them, which was a unique thing at that point of time. In true sense it has revolutionized the whole wet shaving market. Right from its launch of Sensor to the latest Fusion, it has been successful in exceeding the customer's expectation. Sony, the Japan-based electronic major is another perfect example which continuously holds on to the market trends right from the day of its inception. The India-based two-wheeler manufacturer, Bajaj too after a little hiccup realized the importance of going with the wind and launched its vehicles according to the changing taste of its customers and are quite successful today, and i.e., they have been able to retain and hold on the market share, with its high quality breakthrough products and new models, which at one stage were slipping out from their hand. However, as a matter of fact, there are a few too who have missed out the bus, foremost among them is one of the strongest brands of the world, Coca-Cola, the more than a century old soft drink company. It failed to read the change in the market trend at that point of time, i.e., the change in the taste from a harder one to a much sweeter one. It got stuck with its monopoly mania and thus failed to block Pepsi by entering into the soft drink industry with its sweeter version. Though Coca-cola still holds the number one position, Pepsi is very close to it and they have fought many battles to hold on their markets and will be fighting many more in the near future. In this business environment where things can change at any moment of time, it is always advisable to go with the wind and failing to do that may cost you very dearly.
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