Манипулятивные технологии: Мекран в период общего воздержания У всех кризис - как кризис: поголовное falling demand and the reduction of sales in the first place - in the high-end sector. And "Mekran" Imagine - the growth in sales. And all Why?
«We have grown because the market during the crisis reduced the import, redistribution of buyers, and not because they simply increased number of purchases ", - says Natalya Grebneva, commercial director of Mekran producing wooden furniture. (See Alex Grammatchikov etc. " Award for abstinence ", «Expert» № 43 (727), November 1, 2010)
So, turns out to be: a holy place is never empty. Competitors importers in the crisis are closed, leave the market and take their place domestic producers of expensive furniture. And nowhere now involved customers with complete pockets of money in the crisis not to increase the number of purchases, they're just lining up to "Mekranu. And thanks to this "Mekran" growing ...
"expert" who only in his article does not cite, and in principle - all unanimous in saying that in the post-crisis period in the consumer sector will create understandable and predictable things:
Now consumption in general has grown, but sold out before all the cheapest goods. Many companies involved in the sale of cheap cars, furniture, apartments, said a lack of supply and the queues. Manufacturing companies quickly rebuild the business in favor of cheap range ...
However, despite the increase in sales, consumer companies are sure: this trend - not a long-term. "The rise caused solely by pent-up demand, ... Russians tend today to reward myself for a long abstinence. " ... Finally, sales growth contributes to a more mature marketing policies of companies, has developed into a crisis: frequent sales and promotions.
Players sure: the current surge in demand end to the middle of winter, and even earlier. "Despite the fact that the labor market came to life this spring, there is no pay increase. Solvency population - a major factor of growth of consumption - while in Russia remains low enough "- said Alexander Friedman. "The Russians came to the stable consumption level corresponding to the level of 2008, but no more ...».
And what makes this time Mekran? Mekran dreams of capturing the liberated segment and builds furniture factory premium.
In Krasnoyarsk, the construction of Russia's largest furniture industry. Factory of Mekran will produce premium products a record volume - 20 cubic meters per year. The project is part of the development of timber industry, which plans to increase timber processing within the country and reduce the export of roundwood in the next five years. Construction cost is estimated at 5.5 billion rubles, investor advocates Vnesheconombank. November 16, two weeks after a review article on consumer markets, "Expert" has received from the Mekran new revelations about the origins of its development: it turns out, the profitability of the business mekranovskom higher (20%), and it's wonderful effect on the company's growth in the period between default and crisis: Since 1998, sales Mekran grew by almost 30% a year by 2008, the company's turnover was about 0.8 billion rubles, and the annual dynamics - 35% (!). At this high profitability, but with such dynamics is simply envy Mekranu. With that, it turned out, and a brand for expensive furniture - not a very ..., and marketing with advertising - not at the level of ... But podi you, every three years up speed Mekran "doubles! If you believe the press secretary of the "Mekran, of course ...
But the crisis came unexpectedly, and the entire segment of the premium rose ... But not in Mekrane: there appears to be enjoying leaving importers! Complete nonsense. Instead, to voice the real difficulties of furniture manufacturing and sales and share the secrets of overcoming them, "Mekran" continues to create company image, impervious to market and risks.
In fact, a lifeline for the "Mekran in 2008 was the establishment of the Development Committee timber industry and invest in production development program. And that would not talk to the speakers' Mekran, and the problems he All the same, and risks his all as great (only the price for them has increased):
First is the size of the market. Demand for furniture in Russia - both at home, and at the office - quite significantly subsided in crisis: in 2008 it fell by almost a quarter, with $ 10 billion to 8 billion is particularly uzhalis medium-high and premium segments - where the drop was almost 50%. Under these conditions, a sevenfold increase in production can be a risky move. Hardly the pre-crisis dynamics of demand will recover in the near future - paying the Russians remained low, and hence purchase a fairly expensive product, as furniture, will not grow. In Europe, demand could be stimulated fashion for organic foods, for which consumers are willing to pay any price. However, in Russia, safety and environmental friendliness - while not the most important criteria for choosing furniture: Russian buyers are primarily oriented to the exterior, design, and most recently - at a price that a product Mekran high enough. ...
Another important risk Mekran - no recognizable brand: the current name of the company is hardly suitable for the promotion of premium products. In addition, Mekran no experience in mass advertising - in the past it was not necessary, because the company had guaranteed sales.
obstacles can be and managerial problems Krasnoyarsk Company: Mekran enough rise sharply and could face a shortage of qualified personnel. Finally, the risk associated with the prospect of entry into the WTO of our country: if that happens, the domestic market will come foreign furniture makers who are able to more effectively manage costs.
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irinei_ru at Milan says! 
