Author : Ami Fitri Utami, SE., MSM
Besides the changes on market behavior and economic powers, the demographical changes of current citizen also need to be heard. The decreasing birth-rate resulted into a grey aged country which will lead to a grey aged market. In this vein, as the business needs to become more customer-centric, this demographic change will also influence the business strategy includes the product and marketing form. By this, businesses need to be able to detect the needs of current market because it is not impossible that some products are no longer needed by the available market based on their demographical aspects.
On the other hands, as businesses need to be more adjusted with its’ market, the trend of proliferation has begun. This proliferation process reflects current condition of the emergence of a new brand, and new channels to grab the varied needs of customers. Due to the diverse needs of customers, company often filled it by creating a new line of product or brands across categories. Although this strategy appeared to be beneficial, there are some consequences need to be paid. In this case, customers might face a hard situation to assess which brands are able to trust or not due to limited differentiation on each brand and each product. Moreover, current communication media also changed. Due to the availability of internet, the marketing channel of a business is also changing. In this vein, the transition from offline to online media, the form of commercial and marketing program has confirmed that todays’ marketing is more in a form of a two way marketing rather than one way as previous years.
All in all, the previous changes in business both caused by and resulted in another innovation I technology or social. In current era, companies need to be able to face the highly changing business environment. However, if in decades ago companies only serve to face the strategy in a short term, in current era businesses need to think about the result of their responding strategy in a more sustainable time frame. Moreover, with current environment and climate conditions, those who take part on this action is not only the business player but also another parties in business society includes customers and government. On the other hands, businesses as the main player should be able to adjust with all these changes in general environment. By this, the capability of them to be able to analyze and adjust to the upcoming condition is required to survive during the dynamic changes.
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