The secret to conquering the crisis.

Abstract

We can see many crisis in many organization all the world. Actually the crisis will happen in every organizations. Whether it from the internal factors or from external factors (Five Force Model) be even in relationship, in family, in marriage life. And even though, we have a well-prepare prevention plan or the backup plan. It’s not about is it will happen? But it’s about when it will happen? How it happen? And how we deal with it to the end? For this paper, Following the most critical political chaos in history. CentralWorld, an extrovert and invigorating mixed-use complex in the heart of Bangkok was forcibly closed for several months for repairs and renovations as a result of fire damage. Customers’ confidence in safety and brand connection were comprised. CentralWorld opened its door on September 28th 2010 without its main anchor, ZEN Department store. CentralWorld crisis is unpredictable and have lot of uncontrollable factors. No one know what will be at the end. But they can make through. CentralWorld drive consumer emotional connection via several marketing initiatives that provided tactical platform extended over a several months from the immediate period after the closure through reopening, culminating in the peak Christmas shopping season and Thailand’s largest countdown event.