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UN MILIONE DI AZIENDE DOVRA’ ARRANCARE

Da un’intervista al Presidente del Censis Giuseppe De Rita apparsa il giorno di Ferragosto sul Corsera leggo che per superare il giro di boa della crisi economica attuale un milione di aziende dovrà non soltanto adattarsi, ma arrancare. Lo stesso De Rita precisa anche che “arrancare” non è un termine negativo.

Che sia credibile o meno, che lo sia per molte aziende e non per altre è poco rilevante. Personalmente preferisco interpretare l’affermazione di De Rita come un’iperbole figurativa per convenire che in futuro le aziende dovranno fare qualcosa di diverso dal passato. Per semplicità prendo quindi  per buona l’espressione “arrancare”.

Ci ho pensato su e ho cercato di immaginare che cosa significhi in pratica per tipologie di aziende come un’azienda produttrice di cucine, di macchine utensili, di abbigliamento, di caschi per moto, ecc. Ho anche immaginato che queste tipologie di aziende siano abbastanza conosciute o leader in Italia e che esportino già in diversi paesi.

Mi sono messo nei panni dell’Amministratore Delegato o dell’imprenditore  di ciascuna di esse e mi sono domandato come tradurrei in azioni concrete il termine “arrancare” proposto da De Rita.

Ho dato per scontato che il periodo di vacanze di Agosto sia servito a tutti gli Amministratori e a tutti gli imprenditori per decidere cosa fare al rientro dalle vacanze. Per immedesimarmi nella situazione l’ho fatto anch’io.

Qualunque cosa abbiano pensato o deciso propongo alcune riflessioni che mi auguro siano utili a qualcuno.

La prima riflessione che ho fatto, vorrei ribadirlo, è la seguente: dobbiamo ripartire da alcuni principi. Il primo di questo è il seguente: ripartiamo dai valori fondamentali.

Il primo di questi valori fondamentali consiste nel ricondurre l’azienda a pochi principi fermi: bassi costi fissi, elevato decentramento, identificazione dei collaboratori che sono o potranno diventare i punti di forza dell’azienda. Insomma, metterei al centro la propria azienda o, meglio ancora, il proprio business.

Sono certo che molte aziende alla riapertura dei cancelli alleggeriranno gli organici con l’evidente scopo allo scopo di ridurre i costi fissi aziendali. Chi non lo farà, è probabile che pensi di farlo. Non sarà applaudito dai collaboratori, ma avrà buone ragioni per farlo per la sopravvivenza dell’azienda. Soprattutto se invoca i principi fondamentali di cui sopra.

La seconda riflessione mi domanderei se il mio business sia ancora adatto a soddisfare la clientela oppure no. Dovrebbe ridefinire il proprio business. In pratica consiste nell verificare se con l’offerta attuale sarà in grado di ampliare la gamma di bisogni soddisfatti, le categorie di clienti che potrà soddisfare e quali risorse siano necessarie.

Questa riflessione vale comunque, sia che l’azienda abbia bisogno o meno di ampliare il proprio raggio di azione per raggiungere i risultati attesi. Essa parte dal presupposto che la ripresa non ripristini tanto facilmente i livelli di sviluppo di prima della crisi.

La ridefinizione del proprio business è comunque un esercizio utile. Essa è comunque impegnativa, in quanto richiede accurate analisi e molta determinazione per modificare l’offerta aziendale adattandola alle nuove esigenze legate alla propria sopravvivenza.

La terza riflessione è fondamentale. Essa consiste nel ridefinire il proprio approccio con la clientela. I clienti dovranno essere gestiti uno per uno nella loro unicità, secondo le loro aspettative. Ed inoltre, apportando valori che fanno la differenza.

La ridondanza dell’offerta sarà più incombente di prima. Le capacità produttive esistenti prima della crisi cercheranno comunque di essere esaurite. Con due implicazioni: la prima,  ripristineranno l’offerta di prima della crisi; la seconda, nuove capacità produttive a più alta produttività entreranno sul mercato. Di conseguenza, i clienti saranno contesi da offerenti simili tra di loro e livellati. In tal caso si rivolgeranno a chi fornisce maggiori valori rispetto all’altro. A parità di tutte le altre condizioni.

La quarta riflessione riguarda l’informatizzazione dell’azienda. NOn è più sufficiente informatizzare funzioni aziendali specifiche. Occorre sistemizzare l’intera azienda, con tutte le implicazioni del caso. Tutti possono fare capo ad un  solo archivio (server), tutti sanno sono messi in grado di sapere che li riguardano, compreso l’andamento delle relazioni con i clienti e tutti gli altri interlocutori che possono influenzare il nostro business.

In conclusione, le aziende saranno in grado di “arrancare” se modificheranno se stesse, il modo di gestirsi, il modo di comunicare,  risparmiando e tenedo sotto controllo le variabili che contano.

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