Continuing from the last discussion, what should the CEO do to break the circle?
Is it that easy a way out to contain the costs and compromise the quality. Specially in this world when consumers are used to specific standards. There is nothing left as being called the brand loyalty. None of today’s customer is going to stay with the product/ service if it goes down on quality, doesn’t matter how long it has been his favorite. So, quality is not the matter to discuss for containment. Cannot ever think of going down on quality. Where to look for the profits? Where to cut the corners and save margins? And today, the question is not big profits but survival. Need to give high quality product but market is shrinking, weak market sentiments are making the fight to survive bit tougher.
We are back to the question. What can Somerset CEO do to stop loss of its customers?
Suspend new sales. Contain the team even with the already lost customer, cut costs on overheads and not on quality impacting service assets. Deliver high to the customers with unique value and retain them. Somerset CEO does exactly the same and easily survived thru tough times to see the high glory by adding high value customers on its list.
If it is any indicator, we need to contain the team and continue providing quality output to existing customers thru the lean phase. it adds strength to the thought process.
Another real life story is hitting my thoughts at this time:
A retail chain, facing the heat of times since last 8 months. Management tried hard to keep the chain going thru the phase but slowly they ran out of control and had to close down 40% of their store locations. Market scenarios reflected into the balance sheet and liabilities went above the level of justification. It was decided to put the business on block. Nobody was expecting a high valuation but a takeover bid was always expected. A sorry state: nobody turned to buy or invest into the ailing chain that was supposed to be a piece of cake not too long ago. With a big heart, decision was made to liquidate the assets. The better option: put the current stock on liquidation sale.
And buyers were back on the stores, picking up the stuff, fully utilizing the liquidation prices. Do you know: the chain survived to continue the existing stores.
They are not going to open any new store for now or not making any new investments, employees agreed to support the management with no hikes, ready to give extra hours. And guess what, the chain is out of red with its limited resources, limited assets and contained liabilities.