Let’s learn from Philip Kotler, Father of Modern Marketing. What does he say about Chaotic Management, global economic crisis and company’s strategy?

 
The “Father” of World Modern Marketing, Philip Kotler was a key speaker of “Marketing in Turbulent Times” seminar, which was held in Ballroom Indonesia Hotel, Jakarta, on Wednesday 27 May 2009. Kotler said that recession would haunt Indonesia for the next 10 years, so he suggested below seven points to face it. Kotler called the points as chaotic management system.
 
1. Make market profit share of your company from consumer’s segment safe.

2. Do research on consumer more often because consumers always need and want different things every time.

3. Minimize maintenance cost.

4. Focus to marketing.

5. Don’t give discount on your main product.

Read more in Marketing and Advertising
« The Assumptive Close
How to Update Your Product Catalogs »

6. Stop program that doesn’t run well.

7. Keep strong program and abandon the weak program.

Philip Kotler said there is no effective medicine for all kind of business, but there is a strategy that can be done by most companies. Everything depends on company strategic profile especially from financial and marketing aspects.  If a company is strong in finance and marketing segment, it is good to buy their competitor then add marketing cost.

Meanwhile when company is stable (strong financially but weak in marketing) it is good to build more solid marketing team while adopting strong branding.
 
If the company is in unstable condition (weak financially but strong in marketing), find the fresh fund by cutting overhead cost, re-negotiate with supplier and do improvement. If the company is bankrupt, close the company soon, save everything that can be saved or sell if there is someone want to buy.
 
According to Kotler there are two reasons why global economic crisis happen.
First reason is globalisation, which has changed this world. Second reason is digitalisation. With digitalisation, news will be spreaded faster and wider. It is new era that has never happened before.
 
Kotler warned that now there is somebody who is able to create a car in his garage. The company should be more aware. A person can thread companies from his small private room.