Guard against short-term operation of the three traps.docVIP

 PAGE \* MERGEFORMAT 7 Guard against short-term operation of the three traps Fast moving consumer goods enterprises, especially small and medium enterprises, due to the inherent business philosophy, for example, some enterprises profit-making, the lack of thinking to do a market system; operating methods identical or too rough, such as the direct one-step price, promotion simplistic, direct settlement of cash ; brand awareness is not strong, for example, frequently put the master brand to a ‘dry’ out, the lack of enterprise, the brand protection measures, forest for the trees and so on, will ultimately allow enterprises suffered enough. In short supply during the operation, it is easy to fall into the trap of misunderstanding or mainly in the following three ways: Short-line into a ‘long term’. A lot of fast moving consumer goods companies in the planning of short supply, often the starting point is good, for example, once the products in short supply after the completion of its mission, it can be glorious ‘retire’ or ‘heroic sacrifice’, but in actual operation, sometimes they will be of such a phenomenon, due to short supply low price and good policies and so on, belong to the non-profit enterprise products, wanted to upset the market after putting an end to ‘fighting’, but in fact on the contrary, a lot of products in short supply during the operation sometimes involuntarily become a ‘long term’ products. This ‘long-term’ products referred to non-we usually oversupplied, but because of not timely withdraw from the market and let the market lengthen the survival period, eventually became the enterprises ‘drag’ the ‘burden’ of products, enterprises a would want to ‘kill’ off it, but the products have large market demand (usually channel high demand because of low-cost short-line profit of more space), on the other hand, if the enterprises do not kill it, because of business staff wages, travel expenses, management fees fixed costs, this model there may be mon