Stable markets? Something like this does not exist.
What we can learn from the case of Readymix.
Do you still remember the Readymix brand name? One of the really big brands in the field of ready-mixed concrete and a term that is only known to just a few insiders today. A brand name whose logo has vanished from the urban landscape just like that of Olympia typewriters, Kodak films or Nokia mobile phones. Common to all these big and well-known companies is the fact that their respective managing boards and general managers were absolutely sure to know the own markets, the technical developments and the customer requests so well that they could build their business strategies on it. An attitude which may turn into a fatal mistake if the markets develop differently – if technical innovations, new competitors or changes in society move an industry into a completely unexpected direction.
Especially medium-sized enterprises involved in apparently stable markets are particularly affected because, apart from the risk of sector and organizational “blindness”, the resources of medium-sized enterprises are much more limited than those of corporate groups and therefore they can rarely afford market research or own strategy developers. But, is it possible at all to get prepared for future developments in a really efficient way, given such preconditions?
Yes, it is!
Just three steps are required to prepare every company for the future in such a way that sudden changes in the market no longer need to come as a surprise: In his presentation Heino Hilbig will illustrate:
(1) what is important for a position determination
(2) why future scenarios make more sense than forecasts and
(3) how to check strategies internally.
This presentation will be supplemented by a seminar held on April 24, 2020, under the title “Innovation management – preparing the future of the own company with manageable effort and expenses”.