«Правильность, как коньяк — требует выдержки, но при этом главное — не переборщить с ней!»
A “Troyanda-Zakhid” (“Rose-West”) Company is one of the leaders on the distributive market for a long time. The Director General of the company — Erik Ashotovich Parsadanyan — will explain the ways he managed to create such a strong company and a team, the key principles of work on distributive market, the way you should treat personnel, trading networks and partners and an ice cream market development in the nearest future.
— Erik Ashotovich, You and Your company have been on the distributive market for a long time and are the leader there. What kind of distributive business system do You use?
— The main factor, from my point of view, is the effectiveness of company’s work. Positive and negative sides are present both in van selling and
— What are the key influential factors of Your company’s business development?
— It is uneasy thing to define what the primary or secondary factors are. Each one of them amends the company’s work. In unstable environment today it may be against us, but tomorrow it will stand for us. Everything depends on company’s situation.
— Erik Ashotovich, how do You estimate the distributive business (in product field) comparing to other businesses in Ukraine? In Your opinion, what are the perspectives of this business’ development in our country?
— In my opinion, any business in Ukraine has a hard time now. The development of any distributive business depends on people’s welfare, market’s growth rates and segments development, external economic factors (Ukraine’s WTO accession) and so on. That is why every kind of business has its up and down periods.
— From Your point of view, what are the most dynamically developing product segments today?
— I am competent to discuss deep frozen food products. Therefore, from my point of view, for the nearest two or three years frozen vegetables will lead this group by dynamics. Finished meals have a huge perspective; it is obvious on the markets of Europe and Russia.
But one thing is unclear — when the market of Ukraine accepts this product.
— What can You tell about logistics, as the major component of distributive business, as well as other businesses?
— In distributive business, logistics is one of the most complicated processes. It is like the two sides of medal. The face side is — logistics must have the highest quality. The reverse is — expenses that emerge. Both sides must have interrelationship in this process. It is vitally important in the change from distribution to logistics.
- Erik Ashotovich, the year 2008 was multi-valued in all respects. How the general position (political, economical, and weather) affected Your company? Did You have complexities?
— Unambiguously, it has left certain negative marks on company’s work. Political and economical variances create market instability, which jeopardizes business on the whole. Weather affects only separate product groups in distributive portfolio. As a matter of fact, when market changes go faster, grows the necessity of company’s strategy revision.
— What are the struggle methods of difficulties and problems You use?
— Troubles’ overcoming and problem solving by a single person — morally strengthen him. Decision, taken by the team — strengthens the team and raises responsibility of every one for the decision made. I am not the follower of quick decisions. You must consider all pros and cons. Though, it may happen that situation requires immediate decision — right now! Accuracy is like brandy — requires ripening, but the key point is a sense of proportion.
— Is it convenient to work with trading networks? How do You solve such issue: “Big players have tough conditions”?
— This issue does not have a single meaning. Often it is more convenient to work with big local network, rather then with national, which is weaker in this region. This saying concerns both producer factory and distributive company. Therefore, if company is a big player on the market, it may find easier tradeoff with network. You should not wait for producer factory, do not be afraid to invest distributor finances in network functioning.
— Erik Ashotovich, suppose, You would agree that distributive business means nothing without personnel. Will You tell us the factors that draw Your attention in staff recruitment?
— Personnel is one of the major problems in Ukraine. The process of staff recruitment and personnel replacement constantly goes within the company. Personally to me, the key qualities of a person, as an employee, are decency, efficiency and purposefulness. Qualified and stable personnel is a strong competitive preference at present.
— You have been working with such product as ice cream for a long time. What can You tell about present tendencies on ice cream market?
— Ice cream market is unstable yet. There is still a chance for ideas’ realization in new kinds, problem solving of retail product presentation among different products. The combination of classic and innovation is vital. Ice cream future, as a food product, depends on its perception and ability to pay for it.
— Erik Ashotovich, how, from Your point of view, will this market develop in the future?
— Ice cream market will go towards extension from producers, as well as from distribution. In further perspective, foreign players will enter the market and join the list of producers. In the perspective of distributive companies — everything is more unclear.
— How can You formulate the key strategy of Your company? Share You plans for the nearest future.
— In view of frequent and drastic market changes, tough strategy following is inexpedient. Besides, strategy often limits management innovations and abilities to follow market changes. In plans we have project initiation of mobile soft ice cream. Only if the official’s bureaucracy interferes not in it.
— And, finally, Erik Ashotovich, what would You like to wish to everyone?
— Business success in our hard times. Market domination. Task achievement. But, do not forget, much work is injurious to health after all.
