A beer open up three four Market Case Analysis.docVIP

 PAGE \* MERGEFORMAT 13 A beer open up three four Market Case Analysis With the rapid development of China’s market economy, competition is increasing, especially in beer beverage products, the industry capacity is far greater than the spending power, in large and medium-sized cities (we call it a secondary market) competition has been heating up phase. Consumer-centric full buyer’s market has been formed. In such markets, unprecedented fierce competition - lower prices and boost advertising, promotions, etc. has become the most important marketing company. However, it comes to business sales, sales, advertising and promotion is bound to mention, it seems that only by improving the advertising investment and increased marketing costs in order to win in the competition in order to stimulate and boost consumption. However, we found that relying on such tactics to enhance sales and profits into the business would be erroneous. We often see a company advertising, promotional stops, the rapid decline in sales of example, will often see a result of advertising, promotional investment is too large Ershi example of the sharp reduction in profits, this is simply because companies rely on to solve tactical problems, while ignoring the strategic level deeper thinking. I. Case Background X Company is a research and development, production, operating in a beer business, in the province’s large and medium-sized cities occupy certain market share, but due to the recent entry of other brands, market competition, cost of sales surge, there will be no sales promotion, In some areas, but declined. Medium and small cities, especially in the rural market (county, town market, hereinafter referred to as three or four markets), due to radiation depend on the provincial distributors, sales center of gravity high, occupy other brands rely on cheap low-end market. In response to the fierce market competition, developing new sales channels and markets, the firm has decided to further