Glanz marketing strategies need to be reviewed!.docVIP

 PAGE \* MERGEFORMAT 9 Glanz marketing strategies need to be reviewed! June 11, the world’s largest enterprise Glanz Microwave announced: spend billion to the National Recruitment microwave food franchise, as long as agreed to in the shop door header with ‘Microwave Gourmet’ words to the introduction of microwave food diners recommended dishes, you can Glanz complimentary access to the value of 10,000 yuan microwave ovens and electronic oven. This is considered Glanz trying to break since 2001, sluggish domestic sales attempt. However, the market researchers have cautiously optimistic. ‘Scale and not effective’ typical ‘We do not expect high profits, we use the scale of wealth creation. ‘This is the Glanz frequent high-level talks about someone, it is a manifestation of Galanz market strategy. However, precisely this strategy, began to come under increasing suspicion. Glanz the biggest challenge people is: Glanz from this strategy in the end get what? Only the high market share? Because the profit figures Galanz closely guarded secret, we read that the ‘not making any money’, so-called ‘scale instead of efficiency’. So, Glanz has long struggled to a ‘scale of the creation of wealth’ is nothing but an idealized goal. China’s microwave oven market, with annual demand of seven million units, however, while Glanz reached 5 million units a market share of over 70% of such a high market share, they’ve actually been in a market monopoly, the profit should also be is the monopoly profits, but we can see is another picture: Glanz executives has been endlessly complaining about low profit margins. Why is this? In fact, this reveals Glanz marketing dilemma: the scale and efficiency can not be reunification. If Glanz be summed up in marketing strategy, then obviously it was not difficult. That is the media has given to Glanz’s ‘honor’ - ‘Price butcher’. Easily picked up the price of butcher’s knife, by cutting prices further price cuts to its competitors out of th