Each company’s strategy is a decision made in advance about what scenario they will move in, and how the company will act within it. In essence, in the past, the companies’ managements made their strategic plan and decided the markets and products in which they wished to participate, the production systems that were going to be adopted, the organizational structure and the means of distribution it was intended to use, among other elements. That is, the company previously defined its strategic positioning and competitive system, what the company wanted to be and how it would achieve it.
Now, in this context of recession, the strategy must be adapted to the present moment. Setting goals is even more important than in times of growth, as they tend to change more quickly and priorities therefore have to be adjusedt to the new reality. We have to redefine the objectives monthly to fortnightly. Reality is essentially dynamic and
in a recession even more so. Therefore it is necessary to review and redefine with greater application and in shorter cycles.