Fratricidal- an enterprise license error pairs competition.docVIP

 PAGE \* MERGEFORMAT 12 Fratricidal: an enterprise license error pairs competition A business is a great strength, a veteran sound company in the last century, eight, nineties hot for several years. However, due to appearance, price positioning, brand building, channel mode, the terminal marketing and after-sales service and other aspects of the ‘left behind’, by the early twenty-first century is ‘crippling’, the development of difficult. Corporate boards following a heated debate, has decided to rebuild a strong marketing department to promote its B, C two major AV brands ‘comeback’, to reproduce the glory. In 2001, a marketing director and several managers and other personnel in place, B, C full optimization and upgrade the brand began. Since B brand positioning, the premium brand, business development of the past 10 years, mainly rely on is that she is their company’s ‘face’, so, B Brand, director of marketing in person by the command; C brand positioning as a mid-range brand, from the D Manager main work. With the continuous advance of a series of work, marketing director of increasingly feel the brand is also responsible for the operation of C severely constrained optimization and development of brand B, leading to B, C two brands can not be achieved faster upgrade and development of breakthrough . So he suggested to the board: to D brand manager, promoted to director of marketing for C, C by him solely responsible for the brand, go all out to promote their own brand B, so that idea would be to promote a broader and work efficiency will be greatly improved. The Board accepted his proposal. After a few months, B, C in all aspects of the brand has made tremendous progress. However, due to serious constraints to market development, corporate sales tasks assigned by other reasons, B, C brand as the brand of the brothers should each go their Road, joint development, but gradually give birth to a lot of the problems should not be, ‘fire Rumo ‘wrong direction o