Two ways of understanding marketing dynamics are by conducting SWOT analysis and PESTEL analysis of the macro environment that Enigmo operates in. Enigmo must constantly keep track of developments in the macro and micro marketing environment to seek opportunities and avoid threats.Ĭustomers have wants, needs, and demands. Enigmo is fulfilling the consumer demands through its differentiated products and services. The key of customer driven value creation is the – strategic trade-off that the company has made. Enigmo knows that it can’t serve all the needs of the customers in the Retail (Catalog & Mail Order) industry, so it has carefully chosen a value proposition that can maximize its institutional capabilities. The two critical questions that marketing managers at Enigmo needs to answer to create customer value are –ġ. How can Enigmo serve these customers best (what will be its value proposition )?īuilding an Integrated Marketing Strategy to Deliver Superior Value What are the customers that Enigmo will we serve (what is the target market )?Ģ. The art of marketing management is to choose target segments that Enigmo can serve best to build a profitable relationship with customers. What is Resilience at Organizational Level?Īccording to Harvard Business Review – Organizational resilience is the ability of an organization to predict, prepare, adapt, and respond to both the incremental changes and sudden disruption in macro and micro environment, in order to survive and thrive. Some of the biggest challenges that the global organizations facing today are – Why is Organizational resilience important? How do you build organizational resilience? Various organizations in the Services industry have come up with specific resilience strategies but in the aftermath of the global pandemic and Suez Canal blockage, vulnerable gaps appeared across the Retail (Catalog & Mail Order). Fragility of distribution network – One Evergreen ship stuck in the Suez Canal disrupted the supply of goods and services throughout the world for number of weeks. These weak points in the distribution network are making leaders in the organization contemplate about the resilience of organization’s business model and supply chains.
Increasing trade war between China and United States – As China has emerged as strategic competitors to United States in geopolitics, there is increasing pressures on western companies to diversify their supply chain away from China. Sentiment against Globalization – There is a growing backlash against globalization in countries across the world given – increasing inequality, household income stagnation, jobs offshoring, and rise of gig economy. Supply Chain Disruption – In the current outsourcing model, organizations have come to believe that suppliers at their end will keep the supply chains running. This assumption also took a knocking when most of the chip companies diverted their capacity to build chips for electronic companies rather than providing chips to car companies. This led to short fall of chips, impacting production schedule in car companies across the world and rise in prices of second hand cars.
Climate related Disruptions - Severe climate hazards will threaten the sourcing, production, and distribution of products and services and can come from both nearby and afar, in the era of global supply chains. Covid 19 Pandemic – The initial lockdowns in China in early 2020 highlighted the dependence of organizations on supply chains originating out of China. What are the six forms of Organizational resilience? How Enigmo can use them? We all witnessed out government and companies hustled for not only Personal Protection Equipment (PPE) but also for medical machinery and infrastructure.
Organizational resilience is a multidimensional construct and at we stress on a multipronged approach to build organizational resilience.
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