The disruption's disruption
‘The
best companies in the world never get nostalgic, they evolve’- Shawn Kanungo
Change
is inevitable and in today’s fast paced markets getting disrupted is not a
possibility, it is given. Many famous brands/ business models which existed for
so long are nowhere today. Sooner or later some Oyo, Treebo, Delhivery or
Practo might disrupt the market and may change the way things work in their
segment. Disruption is not bad, provided, you are doing it to yourself
(Cannibalization, in other words). Though it’s not easy and it demands hell lot
of resources but it is highly recommended.
Companies are required to work
tirelessly and continuously redefine themselves and their brands and products.
Failing to which can be fatal like what happened to Nokia and Blockbuster and
many other companies. Disruption can never be a one-time deal. Companies must
think over and over again to enhance value for its customers. Displacing the
incumbent once is not end of the game. Skype disrupted the way long distance
communication was happening and back then it was way ahead of its time but
failed to establish itself in the long run. Marketing doesn’t mean developing
the right product at the right price only rather the product/ service should be
made available to the customers when they are looking for it. Covid-19 compelled
us all to find a digital tool for communication and Zoom showed up smartly.
Even Google didn’t do well if compared with Zoom. They did the same mistake
with digital wallet too and till date they are struggling to fight with Paytm.
Another
classical example here is Netflix. They started as Dvd rental company and soon
realized that customers won’t stick to typical CDs or DVDs in long run. Netflix
was smart enough to foresee the potential of online streaming and by disrupting
themselves they not only saved their business but are setting new dimensions of
onscreen entertainment today.
Practo disrupted itself
in a beautiful manner. The company started in 2008 as B2B clinic management
software and later on evolved as a complete healthcare service provider. It was
quick to learn that narrowing down focus on the needs of the doctors only is
not necessary and soon they developed themselves as a platform meant for the
patients as well. Today it is said to be the most successful healthcare startup
in India.
Byju’s was typically an
offline business and was a service oriented company till almost the mid of the
last decade but they successfully disrupted themselves and shifted their focus
on becoming 100% online company.
The
idea is that a company must be able to see what is likely to happen down the
line and must go beyond the traditional ways of strategic formulation to tap
the opportunities present in the market and to protect itself from the heat of
competition. Several companies could not develop that fine sense of
understanding and were thrown out the market and customer forgot them like they
never existed. Loyalty is the last think that a company can expect from its
customers. Although, the entire marketing program aims at creating loyal
clientele but today’s customers are loaded with information and have multiple
options at their disposal and hence loyalty becomes tricky. Considering
everything the best strategy for any company seems to be disrupting itself and
disrupting again and again!!
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