What We Must Do to Face the Roller Coaster of Price?

Year 2008 is an amazing year for commodity prices. On 2 January 2008, the oil price was USD 100 per barrel. A psychological limit of oil price, which was scared by many people at that time, was exceeded. The price of oil was continuing to rise till USD 147 per barrel on 11 July 2008. Then the price slowed down till USD 112 per barrel on 11 August 2008. The prices were predicted to rise again because there was Gustav typhoon. Only in a month the oil price has been up and down drastically like a roller coaster. Together with oil price, the price of other commodities including gold is also uncertain. Now people do not dare to predict how much the price of oil will be.

Now with sustainable technology of internet, a tension in Middle East can raise the price of oil in a blink eyes. A certain information will be spread to everywhere in the world in the real time. Consequently we must face the roller coaster of price. This condition makes Monetary Ministers of any country also Central Bank Governors confused, because they do not know what they should do. Every government is busy to control the inflation rate. Nowadays inflation rate is essential thing for politic.

In the past the price of commodity depend on law of supply and demand. Now the price of oil and other commodities not only depend on supply and demand but also by investment movement done by investors. For the sake of maximisation return for their clients, investment managers think they should do something. They believe if an investment of a commodity is good, automatically the flow of the money will go there, this will make “unreal demand”. The need of more food in China and India is not the only factor that makes the price of food increase; the money flow also contributes to the increase. After several time the bubble burst happens and the prices will get cheaper. This shows that the movement of money no longer depend of supply and demand.

Now, all of us must be ready to face the roller coaster of price, which is caused by monetary power. All entrepreneur and marketer must be able to fight in this condition.

In this new wave era, there are three main Driving Forces: Digitalisation, Globalisation and Futurisation.

Digitalisation could make a person be powerful, as long as he has internet access. The interaction of people in the internet, who influence and help each other, will make a powerful impact. No wonder if there are many social networking in the internet like, Facebook, Friendster, Multiface, Yahoogroups etc. And there are so many wireless devices to access internet like notebook/laptop, mini notebook, PDA, Blackberry, mobile phones, iPod, etc.

Globalisation includes Politic, Legal, Economy and Social-Culture. Globalisation becomes more intense because of digitalisation, especially because of Web 2.0 technology.

We must know that the future will always change. Something remain unchanged is the change itself. The future situation will be far different from something in this moment or in the past. Futurisation has happened, is happening and will continue to happen.

The market will always change, so divisions in a company like marketing section or accounting section is no longer effective. Every people in the company must have market orientation. In this New Wave Marketing era, everyone is marketer. Everyone will serve the customer, directly or indirectly. Marketer must also responsible for return from marketing program he runs.

Do not be afraid to change and be changed. To face the forever changing market every company should have a ”New Lifestyle”. Put down the old rule and paradigm. Have a new strategy and be ready for forever change of market. This statement is really extreme: Change … or die.