A restructured enterprise marketing management consulting case.docVIP

 PAGE \* MERGEFORMAT 9 A restructured enterprise marketing management consulting case Case Background A company was founded in 1979 to produce, sell steel mainly completed in early 2001 or reorganization for 5 consecutive years of losses before the annual amount of 4,000 million from a loss, the company has already fallen into insolvent position. A business after the reform carried out in addition to streamlining staff size, in operation there has been no substantive breakthrough, but the first year after restructuring, are also affected by U.S. anti-dumping lawsuits, which accounts for 60% of the U.S. market sales of all the loss, which A business is undoubtedly for worse. How to survive the fierce competition in the market going? A company has become a top priority. After company executives and management consulting firm, repeated studies, finally reaching a consensus: to open up new markets, improve sales force, ultimately to increase sales and increase the company’s cash flow is that an enterprise to survive the only way out. Problem diagnosis and analysis of Starting from the system of property rights carried out by enterprise restructuring, the reform of state-owned enterprises over the years has taken the biggest step, but first of all the problems faced by enterprises under restructuring is the concept of change, A concept of corporate executives and employees also increased its planned economic system remain in the original Under the understanding and awareness. In addition, the continuous loss of business for the entire marketing system created a huge impact, leading to A blind adoption of corporate price competition, the channel came to a standstill, while sales continued to decline due to various conflicts and focused on the marketing department, sales force and lax , slow down rampant, exacerbated the movement of persons, all the incentives become almost like a utopian dream, few sales people expect to earn more commission, under such circumst