Market bowling is the situation when the product is not feasible for sale because of saturation or there are other better substitutes or alternative of the product. Consumers tend to leave the product because the competitor’s products are cheaper or have better quality or totally more modern, for example electronic product, communication gadget, home electronic equipment, fashion design and others. To face market bowling, innovation and improvement are needed before the product get saturated.

Market dance and market bowling can happen any time especially during economic downturn and come softly and event fast. Market dance and market bowling frequently are not anticipated sufficiently by entrepreneurs. So, be always aware to the situations by always keep up to date the current market information and analyze consumer behaviors.

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The regulation should decrease the problems of entrepreneurs. Below are some points what the government should do for entrepreneurs, especially for small entrepreneurs:

1. Give the real time on what has been happening in regional, national and international economy situation.
2. Communicate and help to solve problem on management, marketing
3. Support and help to find new market local and international.
4. Find and give information about new business chances to decrease unemployment in the country.
5. Prevent corruption and increase efficiency of government officers.
6. Decrease bank interest to stimulate entrepreneurs to invest in real business.
7. Build important infrastructures needed by most of entrepreneur to develop business area.
8. Give training to create new entrepreneurs in the country.
9. Give flexibility to take credit for business capital, especially for small business start up financing.
10. Decrease tax, especially for small and middle class entrepreneurs.
11. Ensure stability of security in business area.
12. Manage ecosystem of products resulted by entrepreneurs, in other word, government should give accurate information on demand and supply of the product.

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Financial dimensions are the last result achieved by a business organization. In this dimension, several performance indicators (key performance indicators) are often used as a reference, among others: the level of profitability of the company, the number of sales in the year (sales revenue), the level of cost efficiency of the operation (operation cost, compared to sales), or financial indicators such as ROI (return on investment), ROA (return on assets) or EVA (economic value added).

Customer dimensions are important factor to achieve success in financial aspect, because without customers, a business organization may not run. A number of key performance management indicators that are commonly used in the dimensions of these customers include: the level of customer satisfaction (customer satisfaction index), index of the brand image, brand loyalty index, the percentage of market share, or market Penetration level.

Internal business processes dimensions. Some key elements in the internal business processes that suitable controlled with the optimal include the entire chain (supply chain) the process of production or operations, quality management, and process innovation. Some examples of key performance management indicators that are usually used in these dimensions are: the percentage of the product defect (defect rate), high speed level in the production process, the number of innovation process and product are developed in a year, the number of products / services on-delivery with the appropriate time, the number of violations SOP (Standard Operating Procedures).

Learning and Growth dimension. This dimension focuses on the development of a capability, Human Resources, leadership potential and strength of the cult organization to continue to be developed to the optimum point. This dimension would put a strong foundation so that a business organization can continue to display its superiority. Examples of key performance management indicators used to measure the performance of these dimensions are: employee satisfaction (Employee satisfaction index), level of competence the average employee, the index cultural organization (organizational culture index), or the number of hours of training and development per employee.

That’s four main dimensions that must be managed and measured performance in constant from time to time. The fourth dimension is synergistic and closely relation mutually in hierarchical. A business organization is almost not possible achieving superior financial without supported by the customers satisfied and loyal. And the loyal customers who will never continue to grow if the organization does not have a business process that excellent and innovative. And in the end, this excellent working process will probably only become a reality if the organization is supported by the Human Resources superior, good leadership and a positive culture of the organization.

Series of key performance management indicators (with the target number) for each of the dimensions above must be monitored and identified achievement periodically (once a month in each session monthly performance review meetings). Through a process of comprehensive performance management in four dimensions, a business organization should be able to continue to grow toward success.

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1. Explain the mission and rules.
2. Invest values. Values should be given priority in making decisions.
3. Note the importance of information. Management accurate information is key in making the correct decision. Use the level of high technology systems to filter the various realities accurately.
4. Place a leadership based on the knowledge and power.
5. Connect with training needs. Training must be carefully designed to complement various positions with the capacity-ability that is required.
6. Increase the rich through trade. Trade must serve the purpose of improving the quality and enrich themselves.
7. Make checks to ensure justice and injustice, which control the light.
8. Give awards. Salary and tax system should be designed to motivate employees to work more and achieve more.
9. Make innovation strategies. Develop, increase optimism, maximize resources, and determine the purpose of the conversation.

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Those urgent conditions are:
1. The increasing of material prices: fuel, this will cause other material prices increasing.
2. The coming of new competitors
3. Information velocity by TV, newspaper, magazine and internet media which can create image of the product and can change mindset of consumers slowly or fastly.
4. Government regulation.

Many small business players often failed because of ignoring those situations. During the business in high market demand, small business players should allocate their time, some money and energy for anticipating condition mentioned in above.

How to allocate our time, money and energy?
As many teachers in business class taught: plan strategy and tactic!

Although the purchasing power of consumers today is decreasing, but consumers are often easily tempted by media. They are often unrealistic when they face to face with the advertising on media.

Advertising takes important role in persuading consumers. And communication with consumers is one of ultimate strategies to win the market, doing market research by interviewing prospects or other methods to communicate with the market prospects before creating the product and launching an advertising to public.
Although global economy condition is in downturn, there must be a chance to make profit in business.

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The efficiency and environment friendly innovation strategy of Fujitsu are not only about technology, but also for the aspects of production, operational management, and marketing. This strategy is implemented by decreasing massively the use of paper and transportation. In the future, education process will be often done by e-learning, instead of face to face. Meanwhile, trade, storehouse management are using centered server. The storehouse efficiency is by using online system for in and out of goods traffic at storehouse.

Fujitsu is committed to environment and society. As Phillip Kottler(marketing expert) has ever taught about company publicity, this environment friendly strategy is as branding strategy by using soft marketing but it’s very effective. Good for business, society and environment.

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A study issued in the Harvard Business Review concluded that job match more precisely provides job success than whatever of the factors commonly recognized, such education, experience or job training. The matching people to match the act they execute is based on productiveness and work, satisfaction and reduce negative factors such stress, tenseness, difference, poor communicating and more costly staff turnover.

Then, probation reports – A probation reports are applied to put the good person at the right post. It gives employers evaluating candidates’ intelligent expressive style, behavioral traits and interests, giving the candidate of the corresponding percentage society more efficient. The reports also suggest questions to investigators to help to settle a prospect fit for the post occupied.

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2. Set priorities. Decide which of your tasks are most important and deal with them first.

3. Never put off unpleasant task. It is best to deal with them as soon as possible or you will keep thinking about them and lose concentration.

4. Know to stop. If you are too much of perfectionist, you will concentrate on one task and not leave enough time to do the others.

5. Delegate or outsource routine tasks. Don’t try to do everything yourself. Make sure, however, that the subordinate or other person (anyone you want to outsource your tasks) are competent enough to handle the tasks.

6. Cut meetings to a minimum. Ask yourself if a meeting is essential or if the issues could be dealt with in less time consuming way. If you must have a meeting, restrict
it to those whose presence is essential. Don’t waste people’s time. At the beginning of a meeting, set a time limit and stick to it. This should concentrate everybody’s mind and avoid unnecessary anecdotes etc.

7. Learn the art of speed-reading. Skip over the non-essential text and pick out the message, the important facts.

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Secondly, sacrifice at the first time of your business. Invest your money, time and energy. Every business always have risks, think that every sacrifice has positive effects now or in the future.Think that you will earn after giving as has been told by Robert Kiyosaki in his popular book “Rich Dad Poor Dad”. As I also experienced that I often earn after giving something or doing things to somebody else.

Thirdly, keep always make changes any time at your activity, jobs or at your business. By learning new things, solving problem with your partners, re-organizing your staffs, moving your office, or even just rearrange your office equipment. Don’t worry with the negative effect of your changes as long as you can anticipate and cover the risks and you have desire that what you get in the future is for positive things, for human being, for your family, for charity but not for popularity or prestige.
Above is simple tips that may be helpful to better business or life.

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According to my opinion, the definition of business ethic is running the business without disconnecting our good relationship with others. In other word, it can be said as win-win solution, no other persons feel as loser. I think, business ethics are also needed for survival of the business directly or indirectly. Employees, environment, government are the stakeholders of the company, aren’t they?

I can take example, exploitation of gas, natural resource with only profit-oriented but without business ethic-oriented can destroy the environment and social life. I can’t say that P.T. Lapindo in Sidoarjo, Indonesia in the case of mud volcano right or wrong, but this case should be thought deeply that how important is environment for the people. Thousand of people around gas mining became the victims of mud volcano, they lose houses, schools, jobs and their business.

And also, ethically, the business shouldn’t make the competitor collapse or bankrupt. The concept of monopoly often makes a business actor getting rich and rich. I agree if everybody own the right or freedom to expand the business massively. But, remembering the history of Sun Tse, the popular war commander of China in the past, he finally regret after winning the war. If I can take the lesson from above that the great winning or success in business is making us and others happy. That is the conclusion of the importance of business ethics.
Opinion and comment are welcome.

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