What market are you in?

Hi Raaziah

Generally the market can be cyclical and a tough market may only be temporary however there will undoubtedly be periods whereby a business may feel the pinch. Some drastic measures may include reducing immediate direct costs such as labour, stock purchases etc. 

other less drastic measures can be to reduce fringe/ less critical spending such as marketing spend. 

One can seek outside funding to assist in tough times, however you should be very cautious with this approach.