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These days, changes in the market of any industry are practically unavoidable – between brand new innovations, new competitors, and even economic downturns. If a company is in trouble, it can always benefit from new information about the market, which includes all its current or potential customers.

Some companies end up figuring out that their lack of a response to a changing market was what brought on plenty of problems in the first place. 

There are numerous places where businesses can get relevant and timely market information, such as local trade associations, local authorities, government reports and stats, chambers of commerce, as well as commercial publishers of market reports.

Companies can also do their own research, which can allow them to target the right issues and solve the right those problems.

Once a company has some relevant market information, especially regarding the way that the market is moving, it can see whether it can become more competitive. However, if the demand for the company’s products or services is decreasing, the company can always consider diversifying into other areas with the help of its existing technical expertise and skills. 

Review

The first step in preparing and responding to any market changes is to review all of a company’s previous marketing efforts and campaigns . When the business is able to analyze all of its marketing efforts and how they’ve performed , it will easily figure out which were the most effective strategies in terms of sales, brand building, and more.

The review process can also be used to truly go into detail about the company’s return on investment (ROI), the lessons from those investments, as well as what kind of marketing efforts can and can’t be utilized in the future. Reviews are a useful strategy to apply across the entirety of a business, not just marketing efforts and market changes.

When a business invests time in reviewing what’s been happening, it can figure out a better plan for the future, and one that includes different market scenarios.

Big Picture

After the review period is over, it’s time for the company to look at the big picture, and then to break it down into smaller sections or projects that fit into different departments. That big picture should integrate the smaller sections, and should also be driving the company in a previously chosen direction.

Every goal of every department should be interconnected to form that big picture. When every department understands this big picture, the overall goals of the company will  be aligned.

Re-Strategizing

The next step is to figure out whether the same strategy is still going to work in the future, or if the business is going to need a brand new strategy moving forward. Business strategies are essential for the progress and growth of any company, and a changing market usually means a changing strategy too.

Companies that are prepared to re-strategize and figure out how to best move forward are always going to be better able to prepare and respond to market changes.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.