Fabric stores Diagnosis Case.docVIP

 PAGE \* MERGEFORMAT 7 Fabric stores Diagnosis Case Jach cloth is a cloth store in Qingdao, operates mainly in the city fabric curtains and decorative items, the stores in Qingdao, a dozen operating product is the high-end products, their development bottlenecks encountered in the process, I am responsible for the diagnosis of the business to do marketing. In Qingdao, Qingdao, Jach is one of the largest fabric chain stores. In the fabric of the Sun Zong discussed with Jach, I mastered the main message of the business ‘brand made good, sales can not go up’. I am of the employees and consumers a sample questionnaire and interview survey, reached the following conclusions: 1. Jach think of regional leadership brands, but the CEOs were not replaced at several well-known in the minds of consumers to build brand image, Jach products did not become a fabric of choice for home improvement products to consumers. 2. Slow growth in product sales, corporate marketing a single, very little use of marketing mix to improve the chain’s sales, will not use public relations to enhance brand awareness. This business I have encountered more problems than the other businesses in a more specific, first, the regional boss of the enterprise wants to do, but it is not deeply rooted among the brand; followed by a regional leader in sales, but sales are very difficult to have a breakthrough ; again the ability of CEOs is a strong woman, but the company’s lack of professional marketing staff, there is no marketing, brand building dedicated channel development team. I am a special case for this company to do more marketing planning. Planning of the whole case, the script is as follows. Jach enterprise diagnosis Enterprise Advantage Survey: Jach cloth is less competition on the market in Qingdao, Jach cloth talent, attention to management, and emphasis on ‘customer-psychological’ oriented marketing strategy, to seize the rich psychology of ‘I do not care about money, I care about is the