How to market during a crisis? Many are surprised by the conditions of companies that have succeeded greatly in light of the recent crises, as it was expected that many companies would lose, but the exact opposite happened. There are companies that were small and have now become large and achieving large profits, by following marketing methods during the crisis, so in the following lines: We will talk in detail about Crisis Marketing.
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Marketing in times of crisis Crisis Marketing
In its administrative form, a crisis is defined as an emergency or problem that companies face without warning. In doing so, its stability is threatened as are the key assumptions on which the system is based.
The crisis in its concept is based on two elements: threat and surprise. It arises primarily as a result of the accumulation of errors or processes that have been affected by some type of defect. At first it was just a small problem that was neglected. But unbeknownst to the organization, the problem is causing other problems in the system.
The snowball begins to form, until it becomes impossible to stop it or save the organization from a contented fate. Here, the company is close between surrendering to the consequences of a crisis and preparing for a disaster. Or applying the so-called art of marketing management in times of crisis.
What is the art of marketing management in times of crisis? Crisis Marketing?
Known The art of crisis management It is a type of management science. Where the past, present and future are considered. So that the company departs from its vision of the subject. It objectively evaluates each of the reasons that led to the crisis in the first place and the elements that helped exacerbate it.
With the mechanism for dealing with crisis marketing at the present time and how to reduce its disastrous consequences. How to avoid the occurrence of a crisis in the future and predict others, as well as redrawing the company's image.
The art of marketing in times of crisis, especially administrative ones, can be defined as the processes that companies resort to to reduce the damage resulting from a sudden occurrence or a desire to address a defect or negligence that has disastrous consequences at work.
The process is not working Crisis Management Smoothly. But it is preceded by a set of complex stages in which all human and technical elements are intertwined as an essential part. It passes in the form of an upward curve with the heat of events. It recedes quickly with the use of effective solutions in a professional manner, as follows:
What are the stages of marketing management during a crisis?
We mention in the following lines the stages of marketing during a crisis: Crisis Marketing:
Pre-crisis stage:
The pre-crisis phase is known as the calm before the storm. The crisis could be prevented in the first place if business owners were able to catch up and understand the advance warnings looming ahead of them. Although these early warnings may not be sufficiently noticeable or easy to understand. Except for the use of key evaluation indicators for the project implementation and management mechanism. You can pay attention to this kind of detail and work on it quickly.
Crisis stage:
Crisis Marketing is characterized by the stage in which the warnings are loudest and are easiest to notice and correct. Here, the institution falls between two options. As for resorting to these problems and working to solve them before they get worse. Or by ignoring it if he does not see a real danger that might result from it.
Crisis growth stage
The crisis growth phase is defined as the phase in which events magnify rapidly. So that it cannot be controlled or ignored. The project owner is going through psychological and administrative pressures as a result of trying to understand and comprehend all these rapid and successive results. At that time, he had no choice but to acknowledge that the crisis had occurred and try to study and analyze all its elements.
Crisis exudation stage
The crisis maturity stage is the upper part of the hierarchical curve of the professional Crisis Marketing process for companies. This is where the crisis takes shape and reaches the maximum impact it can achieve. Then administrators can form a comprehensive view of its causes, consequences, and limits of its impact. It also specifies the mechanism for dealing with it. Starting from this, we form an integrated plan through which the crisis can be managed successfully.
Crisis stage
The crisis phase begins when the organization begins to take real steps towards dealing with the crisis. The crisis loses its strong defenses and the institution is able to limit its impact and work to deal with it seriously. However, the defenses that fuel the growth of the disaster are in good shape to strike again. This happens if it is fed with new elements or the administration fails to reduce and control it quickly.
The crisis end stage
The crisis dissipation stage comes when the institution succeeds in dealing with the repercussions of the crisis. So you can discover their weaknesses, control them and eliminate them completely. But dealing with the crisis does not stop there. But also by planning a mechanism to exploit crises for the benefit of companies and planning for the next stage. It is possible to anticipate this type of problem and work to solve it from the beginning.
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Types of marketing in times of crisis in companies
Corporate crises vary as a result of the intersection of more than one element. The crisis may begin as a simple internal type, and once it begins to swell, it spreads outward and affects other elements. Crises may vary depending on the severity of their impact, the nature of their recurrence, and the factors involved. However, it may be limited to a range of species as follows:
- Internal crises: crises whose impact does not extend beyond the boundaries of the company itself, and are caused by poor management or organization, or an internal defect in the production process.
- External crises: These are crises affected by factors outside the organization, where the organization is exposed to a sudden attack from competitors, or faces a change in the nature of the markets or changes in the nature of laws or regulations.
- Financial crises: in which the institution is exposed to crises of a financial nature, such as the occurrence of financial inflation, the risk of bankruptcy, or the loss of an asset.
- Organizational crises: Organizational crises arise as a result of a flaw or defect in the planning process, where the data available in the organization is misunderstood, misused, or misdirected.
- Professional crises: These are crises that occur as a result of human intervention and may arise as a result of the corruption of an employee or some departments receiving bribes to speed up the completion of tasks.
