In an effort to arm Iranian businesses against the economic headwinds the country is facing, Tehran based consulting firm Certius has set up a series of workshops dubbed Success in Crisis.

Following the imposition of US sanctions against Tehran, the Iranian economy has plunged into a state of recession. Hoping to arm local businesses against the

economic hardships, Certius is helping local firms devise efficient crisis management strategies.

According to Afsaneh Zarrinkafsh, a senior Consultant at Certius, the workshops are tailored to meet the needs of fast-moving consumer goods companies and retail stores.

She says, “At a time of economic crisis, businesses behave in three divergent ways. The first group, considering failure inevitable simply gives up fighting. The second is solely focused on sustaining its operations. The third, however, seeks opportunity amid crisis.”

According to her, the third group turns crisis into opportunity. “Providing a better understanding of the current economic climate and consumers’ behavior, these workshops will enable firms to battle hardships, and attain their goals.”

Results of market research jointly carried out by Certius and EMRC are presented at the workshops.

Zarrinkafsh concludes, “In times of economic crisis, consumers’ behavior and their buying pattern changes. They would also have different expectations from producers and service providers. Adapting to these changes can help businesses thrive.”

So far Ramak Dairy has made use of the services offered by Certius in the field of crisis management.

Mohammad Hashempour, Ramak’s marketing manager says, “These workshops can help firms forge strategies to get out of the current crisis.”

According to him, during the workshops, the prevailing economic atmosphere, consumers’ reaction, and all possible responses are studied in detail.

“During sessions with Certius experts, viable options for boosting efficiency at Ramak were also reviewed,” Hashempour noted adding, “In line with the outcomes of these sessions we have revised our operations.”

Hashempour is of the opinion that while making businesses more efficient, the workshops can also help improve employee morale.