| On what it is impossible to save during crisis |
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In the beginning of the crisis period the Ukrainian enterprises have passed to a mode of the strict economy. Expenses cut down basically at the expense of reduction of office area, advertising, quantity of employees and level of their wages. But after half a year understood that рачительность not always goes on advantage to business. What articles of expenses cannot be reduced, that the enterprise has not suffered, the Internet newspaper "NOW" learnt. Crisis has forced all world to live on a precept of Soviet secretary general Leonid Brezhnev: "the Economy should be economical". The Ukrainian enterprises – not an exception. The first advertising has suffered from crisis blows. To reconsider advertising budgets of the company have begun in rather safe September of 2008. Results have appeared unexpected. Advertising is necessary, that remembered Last years the domestic enterprises did not stint advertising. According to the Vseukrainsky advertising coalition (ВРК), with 2005 on 2008 incomes of television and printing projects of advertising sale have grown on 25 %. Crisis has forced business to run into other extreme measure – at all to refuse product advancement through communications channels. But the unreasonable economy on advertising can put an end to business development. It was proved by scientists of University of northern Carolina. During research they have analysed advertising behaviour of the American enterprises during crises during the period with 1985 for 2005. And as a result have proved that those companies which supported or increased expenses on advertising, a market share, than their economical competitors to a lesser degree lost. Without advertising company production still some time will buy on a habit, but here new clients to involve it will not turn out. It is especially dangerous to refuse advertising in those spheres which are calculated on direct interaction with the client – rest, tourism, restaurant business. Consequences unreasonable рачительности have already felt on themselves the Ukrainian travel agencies. "At us internal directions are not so well advertised. It is necessary to increase advertising", - the director has shared with the Internet newspaper "NOW" is information-marketing firm "Resorts of Crimea" Alexander Burdanov. Also has cited as an example Thailand which authorities at the height of crisis have spent $13 million for country advertising abroad. But crisis is crisis, and business incomes any more that "to scorch from a gun on sparrows". Experts of the market offer the companies, compelled to reduce advertising budgets, to change communications channels. Participants of the market predict the big future to advertising on the Internet – in crisis it is good because of cheapness in comparison with printing and television. Besides, the quantity of Internet users annually grows in Ukraine on 30 %. Programs will help to save During crisis heads of the enterprises often refuse expenses which do not bring direct profit. But without some moments, helping to optimise manufacture or enterprise work, the sacred cow of crisis times – sector of sales – will not work with full return. According to the director of the company "ASTOR - Ukraine" Maxim Maksimova, it is not necessary to cut down the expenses connected with increase of efficiency of business. "Expenses on consulting, introduction of information control systems by the enterprise, programs of command development can pay off in the near future", - it has explained to the Internet newspaper "NOW". These expenses though do not bring direct profit, but help to save time of employees considerably. The same problem is carried out by systems of information-legal maintenance. The head of legal department Fozzy Group Andrey Zhurzhy considers that on efficiency it is impossible to save. "It is impossible to become attached to crisis, there is a daily activity of the company. I use base" League: Law "- and it allows to receive this or that information operatively. We needed 10 minutes quickly to understand with corporate questions", - he has told to the Internet newspaper "NOW". Shots solve One more widespread error of heads of the enterprises – mass lay-offs of all without discrimination. It was characteristic for the Ukrainian labour market from the end of autumn prior to the beginning of spring. Now, according to personnel officers, employers have thought suddenly. As Natalia Stegnienko has informed the Internet newspaper "NOW" the director of the personnel centre "My work", the epoch of mass lay-offs has ended, as the majority of the Ukrainian enterprises was optimised already by the states. There are professional categories demand on which, despite the general tendency, has not decreased. "It is experts of financial sector – bookkeepers, financial directors. On them businessmen try not to save, because without them - in any way", - Natalia Stegnienko speaks. It is not necessary to be sorry money and for good lawyers. "Now we talk to banks not about reception of credits, and about re-structuring of debts. And in this situation to save on legal сопровожлении it is unreasonable", - experts speak. The qualified expert of this sphere in a combination to system of information-legal maintenance is capable to save company money. As to other experts, there is a good alternative to dismissals and reductions of wages. It is outwork. Experts of the European commission have counted up that work out of office raises labour productivity on 45 %. Besides, if employees work in a house or free mode, it is possible to save on premise rent. |