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OCCORRE RIDISEGNARE LA PROPRIA IMPRESA

La Grande Recessione indurrà molti imprenditori a ridisegnare la propria azienda. In quale direzione non è possibile prevederlo. Né esistono schemi prefissati per farlo.In compenso dovranno cambiare molte cose. La tentazione più probabile è che si tenda a ridurre tutto proporzionalmente. Come tanti Bonsai. Non credo che sia questa la direzione più corretta.

Si dovrà affrontare il futuro in un modo diverso, partendo da un altro approccio pragmatico – funzionale. Probabilmente l’approccio consisterà nel partire dalla identificazione delle priorità eppoi partire da quelle. Le priorità si identificano stabilendo in modo impietoso che cosa serva di più e che cosa serva di meno per la sopravvivenza dell’azienda.

La prima priorità è probabile che consista nella rimodellazione dell’offerta. Adeguare l’offerta alle nuove esigenze degli acquirenti mi sembra la prima delle priorità da adottare. Il mondo cambia, qundi anche la nostra azienda deve cambiare l’offerta.  Attraverso la rimodellazione dell’offerta  ci si dovrebbe orientare verso acquirenti i quali, per definizione, avranno il braccino del tennista nello spendere. Tenderanno a  risparmiare più possibile. Alla qualità probabilmente nessuno rinuncerà. Quindi la nuova offerta dovrà essere al limite più ampia e meno costosa e qualitativamente ineccepibile.

La seconda priorità riguarderà l’assetto organizzativo-gestionale. Molte aziende in questo periodo di crisi avranno alleggerito i costi fissi. Tra questi costi ci sono quelli del personale. Anche se ha tutta l’aria di un tatticismo di comodo, gli organici si alleggeriranno. Rimarranno le persone che più contribuiscono a produrre valore, quindi fatturato e margini.

La produzione di valore aggiunto è probabile che sarà sempre più decentrata. Il terrore che la prossima domanda non cresca secondo le aspettative indurrà a decentrare buona parte delle produzioni.

In compenso, è probabile che emerga un’altra priorità consistente nello sviluppo di unità funzionali addette alla ricerca e sviluppo. Così facendo l’azienda si attrezzerà per continuare ad adeguare l’offerta per essere sempre più competitiva.

Un’altra priorità che si imporrà sarà il rafforzamento della propria reputazione. La competitività non si manterrà se oltre alla qualità non ci si preoccuperà di rafforzare la propria reputazione. Qui è possibile che caschi l’asino. In Italia la cultura della reputazione non è  molto sentita. Eppure farà la differenza. Gli acquirenti saranno ancora più esigenti di prima della Grande Recessione. Avranno a loro disposizione tante e tali possibilità di scelta che finiranno per acquistare da chi gode di una maggiore reputazione.

Di conseguenza anche gli approcci alla Comunicazione dovranno evolvere. La Comunicazione tradizionale sarà ridimensionata, aumenterà la Comunicazione on line e, soprattutto, la Comunicazione che nasce dall’interno delle aziende.

Ma la reputazione di cui dovrà dotarsi l’azienda non dipenderà dalla Comunicazione. Dovrà essere costruita pazientemente negli anni con la qualità e la coerenza nei confnronti degli interlocutori-target, sia acquirenti che non. Attraverso la Counicazione si potrà fare in modo che essa sia apprezzata.

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