Opinion

Six principles for weathering a crisis

Richard Hall30 Mar 2009

PepsiCo Germany’s chief, Oswald Barckhahn, provided guidelines for dealing with the economic downturn recently, as Richard Hall summarises.

The presentation that drew most comment at our Global Soft Drinks Congress in March was from PepsiCo Germany chief, Oswald Barckhahn. He set out six guidelines for dealing with the current economic downturn:

  1. Declare a crisis
  2. Hold on to your key talent
  3. Maintain gross margins
  4. Preserve assets by stock and cash management
  5. Invest in brands to drive market share growth
  6. Develop government, trade and media communications.

For more information on this and other congress presentations, go to the Zenith International events page.

Source: BevBlog

About the author

Richard Hall is chairman of Zenith International.

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