IGNACIO GÓMEZ ESCOBAR - Medellín, Colombia
How to face the growing challenges that it imposes the competition of the hiper markets in the sector of sale retailer?
A practical and useful way to confront this topic is to observe like has been solved in other countries. In Latin America, countries like Argentina and Chile they already went by this arrival of the multinationals of the trade retailer.
In an article presented as a news by the Bought magazine of Argentina, in May of the 2000, to consider it of a lot of importance we refer to this article. " In the atmosphere hipercompetitivo of the sale retailer of the XXI century, the consultant and marketing professor Roger d says. Blackwell, the key of the success will be the ability to penetrate the consumer's mind ".
With that end, it is inadequate the traditional supply chain that takes from the maker to the retailer. These are the central ideas that it develops in their new book From Mind To Market. Reinventing The Retail Supply Chain.
"The Companies will have to forge more narrow alliances, forming highly integrated demand chains that they interpret the consumer's mind and overturn to the market the resulting ideas. The efficient answer to the client to the client ECR, gives us the necessary elements to achieve this integration. Blackwell believes that anything less than a "radical reinvención of the retail" it will be important in this survival of the boys. The author presents a summary of the last tendencies, strategies and technical of marketing for a market globalizado and with an acceleration of the impressive change."
Blackwell demonstrates how and why to reinvent the chain of distribution retailer can build or to destroy the profitability of a company in the new economy. When the companies adopt marketing strategies actively guided the consumer instead of the traditionally passive ones you relate consumer / supplier, they not only become more profitable but rather they also arrive to positions of market leadership. The book explores what he means to be leader with the mind in the market and how any company, big or small, can defeat its competitors using visionary strategies.
It doesn't surprise, then that suppliers, makers, wholesalers, retailers and small merchants look for the form permanently of dominating the market. The answer resides in dominating the demand chain and in possessing the ability to penetrate in the consumer's mind. It is then the logistics and their interpretation, the efficient Answer to the client (ECR), very important tool to apply in the search of solutions to these new demands, irreversible, of the market.
Blackwell shows that the companies that form strategic alliances, companies that are integrated like a, to understand better and to satisfy the necessities and their clients' desires will win competitive advantages. It is not enough knowledge who is buying, it sustains, the leaders of the "demand chain" they should understand how he/she takes the purchase decision and how the product is used."
It was time to act, I invite those who feel crazy in their business for the entrance of these hipermercados and their war to leave of "to Cry on the spilled milk" to not losing but time complaining, waiting an answer of the State and to walk with determination already in the search and application of these solutions proven. There is space for all.
Ignacio Gómez Escobar (E-mail: igomeze@yahoo.com)
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