Management "high speed" ("high speed management ") in Marketing

Résumé du document

Nowadays, to compete successfully in the changing business environment, companies should accentuate a speed of answer to the needs of efficiency and flexibility. Speed is now one of the essences in business. While technological changes are increasing, product lifecycles are becoming shorter and shorter. Moreover, predicting the trends is now more and more complicated and fast market saturation and unpredicted competition are also characteristics of today's market. In that kind of a situation, companies need to adopt and manage with HSM (High Speed Management) process. If it began in the high-technology sector it is now spreading to all sectors. The high speed management is a managerial system able to respond to quick environmental changes. The term of high speed management covers different points like the techniques, strategies and principles of communication which are used by companies in very competitive markets. In this paper, I will focus on the marketing part of this process.

Extraits

[...] How can we talk about high speed management in marketing? We can say that HSM is the solution to be really competitive in today's complex and continuously changing market conditions. The actual condition of the market are characterised by very rapid change. Information and communications technologies have totally transformed the way of operating in business and have made the demand ever-changing. In the past, information and communications technologies was used as a support device but nowadays it is something fundamental to the management of company and can be a real substantial and sustainable competitive advantage if the marketing part of the management is led in optimal way. [...]

[...] If HSM rightfully implemented in marketing, it prepares the company to manage and overcome the most vital threat for businesses nowadays: fast and constant change. The main attributes to have a good HSM in marketing are: awareness, reactivity, rapidity, creativity, accessibility. Because time is money, every hour is important, so everyway business is business: efficiency is the key word. [...]

[...] Conclusion The high speed management combines modern management methods and innovative thinking into an instrument to help managers to take the best decisions and manage their companies effectively. HSM helps to get the company prepared for the most challenging problems in the modern business world such as shorter product lifecycles, difficulties to predict trends, quick market saturation, and unexpected competition. If the company successfully manages to stay ahead of those problems it is able to survive and become a success story like Nokia or Zara for example. [...]

[...] To do so you need a lot of creative people. HSM includes, as we saw in class with the first presentation, three main interdependent sets of practices used by the companies to achieve this. CIS (Continuous Improvement System) which has a clear meaning can be executed in a lot of different ways: benchmarking, teams which are self- managed or even cross-functional or for example in case of linked already negotiated (outsourced). Then environmental scanning framework involves a regular observation and estimation of the quick changes in the no- organizational economic strengths. [...]

[...] What is high speed management? High speed management involves a management that is innovative, adaptive, flexible, efficient, and able to provide a rapid response. The principle of HSM is to put new products on the mass or global market (even if there also are some niche market too) as speed as possible with a fast development cycle and an operational excellence. The products must be perfectly developed. In high speed management you need to remember that competitors are always running behind you, copying your product and selling it, with the time, much cheaper. [...]