Successful examples of crisis management

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Anti-crisis measures have allowed many well-known foreign companies to begin a second life.

IBM got out of serious financial troubles thanks to Lou Gerstner's tough actions in the nineties. It is unlikely that we would have the opportunity to buy Nissans today if Carlos Ghosn had not developed an effective plan to save the well-known brand in the 2000s. Many people are also familiar with the story of Steve Jobs and the rise of Apple.

In Russia, in the late nineties, many us companies board of directors email list young businessmen were hit by the financial crisis when they were just starting to work in a market economy.

The functions of anti-crisis management can be seen in the striking example of the Korkunov brand. In 1998, the young company, founded a year earlier, was under threat of closure, since it did not have serious production resources.

Successful examples of crisis management

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Then the management changed the pricing strategy, and the brand's products moved from the budget category to the elite segment. In those economic conditions, such a move was very unexpected and risky.

But it worked: there was almost no elite chocolate produced, since competing companies focused on more budget products. A year later, the organization released an exclusive product and took first place among large confectionery manufacturers in Russia.

Gloria Jeans initially focused on franchising and wholesale sales, but this strategy was changed in 2008. Most of the regional branches were closed, and the number of sales representatives was increased. In order to retain personnel from auxiliary workshops, people were transferred to production.

Thanks to such measures, the brand not only managed to overcome difficulties, but also took up twice as much space on the market. And in 2022, the company was among the first to occupy vacant niches when foreign companies began to leave Russia.

The company "Sady Pridonya" switched to domestic raw materials when import prices increased in the country, used leasing of new equipment and invested heavily in advertising. As a result, after 4 years, it took third place in the rating of domestic juices.

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Frequently Asked Questions about Crisis Management
Nowadays, management systems usually contain principles of crisis management, thanks to which it is possible to promptly detect problems, overcome their negative consequences, more effectively direct the work as a whole and control it.

What are the grounds for choosing an anti-crisis strategy?
The development of anti-crisis management should be based on a deep analysis of the financial activities of the enterprise. It is necessary to conduct a detailed analysis of the financial position for the last three years by quarters. It is recommended to conduct the study from the moment the enterprise was founded or from the date of the last large-scale restructuring.

What mistakes are often made in crisis management?
Mistakes made during the implementation of anti-crisis management can further aggravate the situation at the enterprise. It is important not to panic and not to make hasty, ill-considered decisions. Common mistakes:

Strict savings on employees . There is no need to reduce personnel simply by obeying the rule "the less, the better."

Cutting costs without analysis . Before cutting costs, you need to carefully analyze the situation and identify the true causes of the crisis.

Refusal of discounts and promotions . This is fraught with a drop in demand, and therefore profits. It is necessary to look for an alternative, for example, more favorable conditions for regular customers, new promotions.

"Shock therapy" . Don't try to restructure your work in one day. Anti-crisis management is a consistent, carefully planned process that involves systematic actions.