Category: Business

Petron, the country??s largest oil refiner and retailer, was named again as the top Philippine company in the 3rd Asian Sustainability Ratings (ASR) because of its efforts to combine profit goals with sustainability.

The oil firm also ranked seventh out of 29 Asian companies in the energy sector surveyed by the ASR.SR.

It also placed in the top 10 percent of the 750 companies surveyed in 10 Asian countries, namely Australia, China, Hong Kong, India, Japan, Malaysia, Pakistan, Philippines, Singapore and Thailand.

This is the second time that Petron topped the ratings board, which measures a company??s performance in key areas such as environment, social and governance (ESG).

??In a world where transparency and accountability are increasingly important, the ASR is the first ESG benchmarking tool to analyze the largest listed companies in Asia,? said a report prepared by CSR Asia, the body that conducted the survey.

??The ASR allows companies, investors and other stakeholders to understand the economic, social and governance activities of listed companies. It also encourages listed companies to address ESG performance through disclosure and realistic target setting,? the report said.

Petron chairman and CEO Ramon S. Ang noted that as Petron??s business grows, its initiatives in the areas of sustainability and corporate social responsibility likewise increase.

??We believe that adhering to sustainability across our operations is essential to the long-term viability of our business,? Ang said in a statement.

??If you take a look at the leading companies across the region, they have overcome business challenges by doing the right things. A strong company does right by its employees, customers and other stakeholders,? Ang added.

Launched in 2009, the ASR examines the publicly available information of leading listed companies in 10 Asian countries and provides investors, companies and other stakeholders with a view of the strategic sustainability of these companies.

Earlier this year, Petron also received two distinctions from the Management Association of the Philippines for integrating corporate social responsibility and sustainability into its daily business operations.

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While doing business in Europe it is extremely important to be aware of the cross-culture differences. Bearing in mind the cultural influences of a country are crucial for the success of your business. Are you planning to start out a new venture in Italy? Are you apprehensive about getting along with your clients in Italy?

Well here is a list of things to keep in mind to do business the Italian way:

1.Good manners and politesse are held in high regard in Italy. They prefer to deal with people who are polished but not uptight. So it is important to maintain some distance while having a professional conversation, but at the same time it is vital to be courteous. Too much resistance may be perceived as a sign of snooty or cold behavior.

2.Make sure to shake hands at the commencement and at the end of all rendezvous, this implies for group meetings as well. Italians are warm people; so dont be surprised if the greeting switches from a handshake to an embrace after a while. In fact, treat it as a positive sign; it indicates that their comfort level has gone up.

3.Remember that Italy is one of the most fashionable countries in the world. Home to some of the most coveted fashion labels, this place is about looking stylish and being well-dressed. So unpolished shoes and shabby wrinkled shirts are big no-nos.

4.Italians are relaxed most of the times, however, dont be surprised if your client turns up little late for the meeting. And in case you are running late for the meeting, make sure to give them a heads up.

5.With a slightly unconventional approach to doing business, Italians believe in combining business with pleasure. So inviting your clients for lunch or dinner is a good idea. You can take the consent of your senior client, as to who all should be invited for the meal. And by all means, do not decline any invitations; it is a great chance to network and expand your business.

6.If you happen to have any other clients in Italy, you can use your networking skills to introducing yourself; it builds the trust factor. Also, refrain from fixing any meetings between noon to 2pm, as Italians like enjoying their meal at leisure.

7.While trying to break the ice during the first few minutes of the meeting, take a relaxed approach. Dont just get down to business instead talk about casual stuff like Italian food, culture, etc. When you submit your proposal make sure to give as much information about the company and your services as possible.

8.Give the potential client time to go through the proposal. Stay in touch but dont be too pushy, as that can be viewed as rudeness.

Understanding cross-culture differences will take you a long way in doing business in Italy, and help you and your business expand and succeed tremendously.

So are you ready to do an Italian Job?

The Surface Meanings of Positioning

This health care product lost the market share because it didnt find the correct position and failed to win the consumers favor.

Working in the office, you should know your position clearly to win the praise of your colleagues and get a promotion.

This company positioned itself to be a third-party hotel which only provides top grade services and thus got remarkable profits over time.

The definition of positioning is accepted and used widely. However, if we do a sample survey of business managers and marketing personnel, and people working in market consulting services and the advertising industry for their understanding of “positioning “, I believe you will get a variety of answers. It seems that even many professional people, just simply accepted and memorized the term “positioning”, and use it in some specific situations! Few people truly consider “positioning” as a tool and how to put it in to practice.

If “positioning” is indeed effective, at least we need to understand the concept, master the methods, and put theories into practice. We can not just purely discuss about what “positioning” is and treat it as a fashionable term to enrich our vocabulary.

Now, lets look into “positioning”.

Different positioning

Advertising Age, an authoritative advertising magazine in the United States, published Positioning Era in 1972 written by Al Ries and Jack Trout, which declared the birth of positioning.

Al Ries and Jack Trout thought that “positioning” is a method of occupying a market position in the minds of the target audiences. Therefore, they use the present continuous tense “Positioning” to express the process. Any country, company, organization, individual, product or service could use this method to occupy a position in the minds of consumers.

The “positioning” that Al Ries and Jack Trout mentioned actually refers to in-depth study of the target audience from the perspective of the audience themselves in order to choose information to distribute effectively and guarantee a means for consistent communications. This will create a method which impresses consumers and gets them memorize the company in a certain way. Using common language to express these ideas we can name it: the what to say approach.

The principle of positioning brought forward a new era. With this concept widely known and accepted by the mass, marketing experts also tried to connect this principle with the existing marketing theory systems. Thus, we have the classic “S-T-P” steps, S stands for segmentation; T for targeting and P for positioning which is something that occupies a certain place in the minds of the consumers with its unique designs in supplies. (Philip Kolter, Marketing Management 10th edition). Please note that “positioning” here has surpassed its original meaning, it is not just a means of communication, but also holds meaning of unique design in supply.” In other words, the meaning of “positioning” lies in how to design the products, how to price them and what special services should be provided. Obviously, providing uniqueness in supply has actually become the key work of marketing! Therefore, “positioning” changed from a means of communication to the core point of marketing. Marketing experts have completely accepted the term “positioning” and admits the positive influence of adding “positioning” to Marketing Theories, and thus, its meaning have been enriched. Frankly speaking, from the perspective of marketing experts, “positioning” is not just matter of “what we should say”; it has become “what we should sell”.

When marketing experts promote the “S-T-P” method, strategic positioning” becomes the focus of discussion. Michael Porter’s On Competition said that: The essence of the business strategy is “positioning.” In his book, he pointed out: Enterprises can position themselves based on the types of specific products. Just as Galanz’s strategy has focused on the production and development of microwave ovens; enterprises can also position themselves based on all the needs or most needs of specific customers or as how IKEA positioned itself by providing a complete series of household products to young people, who care mainly about price, like to change styles all the time, and do not need services.

After determining a “positioning” strategy, a set of carefully selected activities can be carried out accordingly to strengthen the uniqueness value to their consumers. Take the Southwest Airlines for example, its “positioning” strategy is to provide serve- specific air routes and low-cost and convenient services, in this way, it can reduce boarding time, forgo providing any unnecessary VIP cabin services and only purchase Boeing 737 aircraft in order to enhance the efficiency of maintenance and strengthen its competitive advantages. These simplified activities are carried out based on the strategic “positioning” plan, and has helped to continuously consolidate their market “positioning”, so that other airlines can not compete with them at all.

From the perspective of Michael Porte, “positioning” has got even a richer meaning. The “positioning” of enterprises is what we should do and this is the essence of business management strategy and also the origin of competitive advantages.

There are three different levels of application of “positioning”. They are enterprise strategy level, marketing level and communication level respectively (see picture 1). Confusion often occurs because of the definitions of these three levels of “positioning” are actually different, but all of them are wide-spread and accepted. When we are able to examine “positioning” from different levels, then we can confirm in which level to use “positioning” correctly so that we can avoid confusion about its definition.

It is worth mentioning that the three levels of “positioning” dont contradict each other, on the contrary, the unification of the three levels can form a strong competitive advantage.

For example, Volvo focuses on producing safe cars, the “positioning” of which is in the enterprise level and also in marketing level, this is consistently shown in the process of their communications. So in the minds of consumers, Volvo occupies a market position of safety.

The ideal state of the three levels of “positioning” is a united one. Southwest Airlines, IKEA and Harley Motorcycles are some of the best examples of unity among the three levels of positioning. Strategic “positioning” is the core and direction of business management, so as to determine the direction of the products and services development, and further establish its unique position in the minds of target consumers through communications. We can see that such enterprises are strong powers in their markets.

Positioning and Brands

Clients often need an advertising company to provide positioning services for a certain brands. However, because Al Ries and Jack Trout didnt attempt to construct a theoretical system, nor there is clear definition about the relationship between “branding” and “positioning”. Therefore, the following situations are likely to occur: the clients who believe in the positioning theory claim that they need brand positioning for their shampoo products, for instance, but actually, they do not know what kind of materials concerning the brand the advertising company will submit. Proceeding from the view of business, the advertising company is willing to provide this service for the client, yet due to lack of theoretical basis and standards, clients can not actually identify the quality of the proposal submitted by the advertising company. The two sides will not be able to have in-depth negotiations or revisions on the proposal.

We should change this situation by creating a clear definition; otherwise this problem will seriously affect daily work progress and market results for many enterprises. Like the invention of the light bulb is based on the discovery of electricity, the “positioning” of a brand comes from the unity between “positioning” and “branding”, it is closest to Al Ries and Jacks classic theory on positioning–the positioning of communication, which is the first of the three levels of positioning in theory and practice mentioned above.

“Branding” is the general awareness of consumers on specific organizations, products, services, and the differences among them (Please refer to my article If You Are Confused About the Concept of Branding, and Graphic II in this article to familiarize yourself with the concept of branding). “Positioning” is the process of occupying a position in consumers minds. Therefore, we can consider “branding” as a result, and “positioning” as an approach.

Graphic II
Distinguished-What the brand represents?
Entity-What the brand stands for?
Awareness-to who the brand is meaningful for?

Giving positioning to a brand is to rebuild consumers awareness through the means of communication, which is actually a process of establishing a position or adjusting the present position. When this is completed, in the minds of consumers, a brand will be established or the awareness about a certain symbol has fundamentally changed.

If “positioning” is an approach, then from the perspective of overall brand management, what is the relevance of positioning itself? We know that the core means of brand management is to establish the “symbol system” in the minds of target consumers which is, in fact, to manage the communications and the differences mentioned in the materials provided to further manage the awareness of the target consumers. For this aspect of brand management a relatively complete methodology system exists; David Aakers brand recognition system.” In this system, as a process, brand management is divided into four steps:

Graphic III
1. Establishing brand awareness
2. Brand positioning
3. Communication
4. Following and checking the effects of communication activities and continue to improve them.

In these four steps, the main task of brand positioning is to have the brand recognition content and brand value orientation communications initiatively communicate with the target consumers.

Perhaps we can use peoples thoughts as an example to help us understand David Aakers insightful view. View points of Brand recognition is how a man sees himself, brand positioning is how this person describes himself and brand awareness is how others look at this person.

It is very simple; the essence of brand management is to combine other peoples opinions about you and your own opinion about yourself through various means. Brand positioning, however, is to let others remember your methods in this complex and saturated competitive environment (Graphic IV shows the relationship among brand identification, positioning and awareness).

Conclusion

This article aims to dissipate the fog of the concept and directly reveal the core concept.

Many people are confused about positioning, the reason is that the concept of positioning originated only from communication, but it has been further developed to the following three levels: strategy, marketing and communication.

Many people are confused about the relationship between branding and positioning as well, it is because they confuse branding itself with brand development and management measures.

The problem that we are facing is not the lack of theories, but actually having too many theories on this topic. Lets learn how to distinguish and select proper theories, not only select them but truly, systemically and creatively devote ourselves to implementing the theories we believe in. If these things are accomplished it will be more likely for enterprises and individuals to continuously achieve success in the more and more mature and fierce market competition in China as well as the global market.

Much has been written about the attainment of rosy status for businesses, however many business related personnel have never heard the business management consultants phrase of rosy business.

In its basic format, this phrase is consultancy jargon for a newly developed business, or one which has been trading for typically less than 3 years. A business which has obviously survived the very high percentage of failed businesses rate, and has attained some level of business growth.

Typically in relation to business development, business consultancy firms and many an individual business consultant suggest that a rosy business generally finds itself positioned very firmly at the financial tipping point.

Most businesses blocked at the tipping point generally seek outsourced consultancy expertise to drive their business into exponential business growth.

Historically most businesses strive for rapid growth in sales and profitability and therefore continuously looks for business development and growth opportunities. With the availability of resources such as the Internet, the world has literally shrunk into a global village and businesses have a tremendous potential to market their products to the entire world.

However, in order to succeed, every business organization needs to ensure that business performance parameters which reflect the overall condition of the business are healthy or rosy in other words. Rosy business top 5 secrets to a successful business outlines this concept.

Many small and medium business enterprises today have an opportunity of working with large global business corporations which select their suppliers and business partners based on various business parameters which reflect the true picture of the business.

Being a rosy business is all about maintaining healthy business parameters like financials, employee satisfaction, quality certifications and quality performance, commitment to protection of environment, safety etc.

It is necessary that the business organization is capable of demonstrating its commitments and efforts on all these fronts to its client organizations. Only those businesses that demonstrate their ability and commitment to maintaining healthy business parameters and continuous improvements in all business areas will succeed in growing their businesses.

A large number of business organizations engage the services of business management consultants for strategic business consultancy improvement initiatives and also get their management teams to go through different business training courses to ensure their teams remain well updated.

Business consultancy firms provide vital inputs to business organizations in many different areas such as product and process quality improvement plans, lean manufacturing, lean supply chains and other important business functions. Many business consultancy firms place increased emphasis on continuous improvements and process reengineering which has helped many small and large business corporations improve their business parameters to the levels comparable with those of the top world class corporations.

Rosy Business Top 5 Secrets To A Successful Business #1 Business Vision

Most business consultancy firms and business management consultants suggest that without a business vision it is unlikely that the business would have achieved rosy status in the first place.

Irrespective of the prior business vision, it is wise to understand that if you have contracted an outsourced business consultant because you find your business is blocked at the financial tipping point, then you need proven business development and successful business management skills.

One of the first things a proven growth consultancy specialist will outline is that the original thinking which got your business to where it is today is unlikely to be the same thinking to grow your business beyond the financial tipping point. One aspect to be considered for your senior staff is the provision of business training courses.

Rosy Business Top 5 Secrets To A Successful Business #2 Business Growth

Any aspect of business development and business growth is a major undertaking and one which should only be implemented after serious research and consultancy advice from one of the proven business consultancy firms.

Not every business consultant is skilled in achieving business growth and the successful business management skills required to manage that growth.

Many professional business management consultants advocate that every member of the business team attend business training courses directly related to the business growth strategies planned for the business.

Rosy Business Top 5 Secrets To A Successful Business #3 Business Development

The provision of business training courses and the participation of every employee in the business, grants a bottom up, top down insight into the businesses new growth vision.

Business consultancy firms and business management consultants understand the difficulties of business development and the subsequent issues involved in successful business management.

Every business consultant providing business development consultancy knows that one of the most difficult aspects of taking a rosy business into a truly successful business is the change factor.

Many directors and employees find change very difficult to cope with. This is widely accepted in Business consultancy firms as taking people out of their comfort zone is always problematic.

Rosy Business Top 5 Secrets To A Successful Business #4 Business Training Courses

Many business owners wince when business consultancy firms or business management consultants recommend business training courses. A number of small to medium business managing directors feel there is no need for business training courses, because they have personally never attended any business related training programmes themselves.

This is often a huge barrier to business development and company growth for a business consultant who likely knows that approximately 97% of all small to medium size business managing directors have received no business, or no academic business management training.

Many of these MD’s feel threatened by the fact that their workforce may become more qualified than them. Consultancy may map out your strategic business growth plan, but without providing professional industry specific business training courses they may be unable to provide ongoing successful business management.

Rosy Business Top 5 Secrets To A Successful Business #5 Successful Business Management

It’s a fact that it is no use outsourcing the best business consultancy firms or contracting the finest business management consultants who deliver the most professional business training courses to kick start your business development if your business does not retain a proven business consultant to implement successful business management strategies to ensure long term sustainable business growth.

Although consultancy is a great help in achieving business growth beyond the financial tipping point it is no substitute for having a proven expert nurturing your successful business management.

Think of building the world’s greatest ever cruise liner, investing millions of pounds in the research, planning construction, fitting out and staffing the liner. Then stocking up on food and drink required for high fee paying customers, and then sourcing these customers.

And finally after years of hard work and millions and millions of pounds the harbour master pilots the ship out of the harbour and then hands over control to a captain who has never sailed a ship before. It’s clearly a plan that is pre-programmed for failure; in fact it’s almost one of Titanic proportions.

How many times have you heard someone talk about successful business strategies or ‘taking a strategic approach’? What do you think they actually mean by the use of the word strategy? Most often the people using it are trying to convey the fact that they have given the subject a bit more thought than usual, that they have looked a little further ahead than normal. If a consultant uses it be very wary. Strategy costs more than mere ideas or tactics. How much would you pay for consultants who have’ kicked around a few ideas’ or ‘come up with some tactics they think might work’. Depends how good they are. But if they come back with ‘strategic business advice’ you expect it to be very good and of course very expensive.

Why expensive? Because you would hope that a consultant or colleague would have used some kind of intellectually robust framework, that they would have tested their assumptions and developed more than one solution which they evaluate rigorously before making their strategic recommendation. This takes time and expertise and both are expensive. Let’s assume they have done all of this – does that make it strategic business advice rather than tactical advice?

Not according the dictionary. The dictionary definition of strategy is very clear and military. It defines strategy as “the art of war – disposing troops etc in such a way as to impose upon the enemy the conditions for fighting (time and place) preferred by oneself”. If we accept business is in effect a war – you develop successful business strategies because you define success as beating the competition – there is no reason why this definition of the overused word, strategy, is not appropriate for business strategy. It requires all that planning and testing of assumptions discussed already. Some kind of robust intellectual and very honest framework will certainly help to develop and evaluate options. Even the lazy use of the word strategy – giving it a bit more thought and thinking ahead – would be implied by the military, dictionary definition. But there is an extra dimension to real strategy. It requires you to do all this and come up with something that changes the rules in your favour – in other words it requires creativity.

And there is one other aspect to this more demanding kind of strategic thinking. It is about people and their behaviour. In order to ‘deploy the troops’ and change the rules you have to understand how people tick. If being creative involves changing behaviours then you have understand how those behaviours were formed in the first place and how they might be changed if you want a successful business strategy.

Before putting the dictionary away (the definition of strategy above was taken from the Oxford English Dictionary) just go forward to tactics. You will discover that the definition is exactly the same as for strategy with one addition. Tactics involves the all-important stage of implementation, putting the strategy into practice. So it turns out that far from tactics being less weighty and valuable than strategy they are actually the most valuable thing of all. A sound strategic plan that is successfully implemented includes, indeed demands, tactics.

The use, and overuse, of strategy in business is more often than not pretentious over-claim by people who do not really understand what they are talking about. It certainly does not mean giving something a bit more thought or thinking a bit more long term. It absolutely demands a thorough and honest assessment of your assumptions and your options. At the risk of being melodramatic, sloppy thinking in military strategy costs people their lives. In business it just wastes time and money. Strategic thinkers will of course use frameworks based on their experience. They will break a problem down so they can think about each component of it but they will look to change the rules not just apply them. And the true strategist understands that strategies are aimed at people and changing their behaviour. Their strategic business advice will be based on an understanding of human behaviour. Just as in war, a strategy does not just get the job done, it enables you to beat the competition, to deliver higher returns than ever before, to win and win big for the least expenditure of resources.

So whether you are undertaking a brand planning strategy, a new business launch strategy or any other kind of strategy remember what this really means and remember to include the tactics which are just if not more important. Then you can charge accordingly.