Page 53 - Countertrade

He took the following steps to support his survival plan.

FIGURE 3

1990 1995

Low Technology High

Few Product Range Increase

None Marketing Develop a
Professional
approach

New technologies were developed and introduced. From these new
technologies new products and product ranges were cultivated. A
promotional effort was initiated to ensure that acceptable sales levels were
achieved.

In February 1995 there were 160 items in the product range. Perhaps
more importantly, lessons had been learned in the process of
development. One such lesson was becoming aware of the dangers of
technological failure; another was the realisation that sales and production

had to be co-ordinated. This latter problem was tackled by dedicating 1995
as the year of marketing.

In addition to accepting the importance of the consumer Ivan was also
aware that further work had to be done. A new orientation for
management was required. He had to build a management team that
could adjust to the new environment and adapt to the new philosophies
that were part of the new market conditions. For a time, the team
constantly changed as he tried to achieve the right blend of what was a
very scarce commodity - flexible and qualified personnel.