2.17. The main difficulties in implementing strategy
The main difficulty is “being lost in translation” – the situation when the client and the manager are speaking in different languages, while technically they both are using the same language. The challenge here is to try to place yourself on the client’s position and try to think as if you were the client, not the service provider, - trying to understand the roots of his needs and expectations and strive to satisfy them to the maximum extent.
Another difficulty is changing nature of the market. Demand in advertising field is highly depending on the trends existing in the market – one day nobody knows what social media marketing is and the next day everyone wants to have it. The issue is not to find yourself in a vice a versa situation – when one day nobody needs this particular service anymore. Thus, the company has wide range of differentiated services to be able to satisfy wide range of different needs.
The last biggest difficulty relates to the seasonality, i.e. being attached to the calendar. Biggest holidays of the year, such as Christmas, New Year, Easter, September 1st etc., require higher promotional activity, which means there also exists the “low season”, when some of the clients take a break and do not feel the urge for advertisement. This arises a problem of having to deal with the question – how many employees does a company actually need? The information mentioned above leads to a conclusion that during the “high or peak season” the company needs extra resources and more employees, while in the “low season” some of the existing full-time employees might not be completely occupied with work due to low demand.
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