Marketing restructuring as a radical method for recovery from a crisis

A company crisis can be defined as a short-term, undesired, unfavourable and critical state in the company (organization) which has derived from both internal and external causes and which directly endangers the further existence and growth of the company. In crisis not only short-term measures but also long-term vision and business directions must be prepared and implemented in order to be able to provide further existence and development. One of the most important area is marketing restructuring which represents a transition from the prior structural combination of programmes and markets to a new structure that must enable greater profitability and effectiveness of operations. In regard to such a restructuring, one must take into account the inter-linked relationship of the market (the chosen segment of customers) and of the programme (product, service), since, in principle, it is true that the identical programme of offer cannot be placed on the new market or the new programme in the prior market (segment). If the marketing restructuring is one of the most important restructuring area in the company in times of crisis it should be based upon marketing concept in order to follow the right direction of the renewal. However, empirical evidence from the author’s research has shown that companies in acute crisis pay surprisingly little attention to their marketing restructuring, even though in this case this is the most important area of reorganization. In the article some guidelines for the marketing restructuring for achieving the company renewal based on marketing knowledge and practice are presented.