The lastest government measures for raising extra revenue from petrol, alcohol and cigarette tax will certainly impinge upon manufacturing, marketing and advertising strategy.
On the plus side, the government is raising money to create jobs. Yet consumers will have to shoulder a heavier burden. Retail price will be increased, resulting in a possible slow-down in sales, unfavorable in the current economic conditions.
From both macro and micro points of view, marketing and advertising will need rethinking to maintain market position and brand share against more intense competition.
One strategic model is to simplify organisation and increase creativity and innovation in every marketing and advertising mix.
Taxing economy products at the manufacturing level is tantamount to taxing consumers. Someone has to share the burden.
The new tax structure will force price increases not only alcoholic drinks but on general consumer goods like food and other necessities as higher fuel tax will lead to higher logistics costs.
Apart from a new mindset, marketing and advertising departments will have to work harder to cope with these drastic changes in price structure and adjust retail pricing strategies.
Advertising will see the need not to create advertising that is designed ju
st to entertain, but rather put more focus on r
eaching core targets with impactful messages and less waste.
Sound marketing and advertising judgement will have to be based on reality, not perception. Consumers today make decisions on the information they receive. One must take into account that for some years Thai consumers have not been assailed with good news, political or commercial.
In 2009 we are seeing a yet worse scenario, one of world recession and a questioning of the capitalist system in the face of burst bubbles created by top world companies' management teams.
RECOVERY IS NOT IN SIGHT : POSITIVE SIGNS IN SOME SECTORS SUCH AS EXPORT ORDERS AND STOCK-MARKET REBOUND DO NOT REFLECT FUNDAMENTAL ECONOMIC RECOVERY.
The challenge to an accountable leader with the sense of direction in running the company can be very daunting.
The most closely mistakes in business can be attributed to companies or CEOs like myself that try to predict the future. The changes that are affecting us all, be they politics, tax, swine flu or price hikes, prove that one simply cannot do so.
If i were to try, the changes are that I would be very wrong. The future is not obvious any more.
With the business and political worlds getting more complex, enough quiet time to sort out what to do is fast disappearing, Finding the obvious requires time to think, and perhaps this government should look further into the future where tactical measures can be modified into long term measures to increase the happiness index.
Price increase resulting from the new taxes will not have businesses, consumers or the grass roots laughing all the way to the bank
Kitti Chambundabongse
ไม่มีความคิดเห็น:
แสดงความคิดเห็น