Overview

Kaizen, skills, integration: three words that 20 years ago didn't mean anything, today they mean a lot. Our economy and society rotate around these concepts. Which role do they play in our life? Furthermore, we all know that the globalization is making our system changing so fast that we literally have to run! And who wins the marathon at the end? The business with the best players. The most motivated, the most skilled-matching team. There is no enterprise without people. Obvious. Human resources represent the strength of the business, the engine that allows to keep up with the marathon, to be competitive. We have to focus on the performance of the people, of our team. During the years, indeed, the market have kept evolving very fast and also the 'marketing concept' has changed. The product is not anymore the beginning and the end of the business cycle, but the customer is. This process starts from the customers because nowadays people are more important than products. That's why marketing has become so important so far. What is marketing then? Marketing is putting the right product, in the right place, at the right price, at the right time. How does a company do that? Creating a successful marketing mix strategy. The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. He is a businessman who is professionally engaged in an economic activity organized in order to produce or exchange goods or services. (Article 2082 Civil Law) From the definition of entrepreneur shows that the company is the direct activities to generate new wealth through the production or exchange of goods or services. The company also is characterized by three fundamental aspects: professionalism, ie the asset must be stable and professionally managed by the entrepreneur; affordability, and then it applies the inexpensive method for which revenues cover the costs; and organization by the entrepreneur the use of inputs. These are the pillars, the foundation underpinning of every company. In the past, however, years, companies have found themselves operating in a general context in continuous evolution, determining and imposing greater flexibility and speed of response to the market. This is due to several factors, including: Globalization and saturation market, which determines the tightening of international competition; Development of demand, Determines the reduction of the life cycle of products and, therefore, the need to differentiate; Continuous innovation technology, which has influenced the way we produce and sell (e-commerce); Sensitivity towards sustainable development to protect the environment, partly by law and partly accentuated by the companies themselves for a return of image. How to survive? How can you be better than others and to get space in an increasingly tight market ? The answer is competitiveness. Being competitive means being able to compete in the market, reducing costs and improving products and services to customers. The entrepreneur must anticipate the needs and consumer demands; must make the company an open system able to continuously deal with change, with the aim to take advantage of this and to earn over time.

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