In fact Dili there are many loopholes.docVIP

 PAGE \* MERGEFORMAT 12 In fact ‘Dili’ there are many loopholes The regional brands of beer back in a defensive war, but also successfully got Huiyuan, Master Kong, Coca-Cola at the local distribution rights, so as to firmly fastened dealer. Such a channel barriers, where the flaws? Case: F City, the northeast industrial city, the urban population of 1.3 million, the beer market capacity of nearly 12 million tons, of which the local brands in Dili, Inc. (a pseudonym), an overwhelming majority, accounting for more than seven into. This regard, local protection from the other hand, consumers like the unique taste of beer. 4 years ago, the National Jianghai strong brands of beer (a pseudonym) to rely on financial advantages to a large-scale promotional cap awards to enter the F City. Together with other brands have joined the melee, the terminal in Dili have defection, shipments fell sharply, Japan and the total sales or even less than 1000. Market, four fire, Dili channel system close to collapse, exposing the hidden issues: 1. Sales force and weakness: The whole of Dili’s only 7 operational staff, wait for the wholesale. All of the second groups by a number of controls, the company knew nothing about the situation of the second groups. 2. Wholesalers too: a group has more than 50, more than 200 second groups, channels, interlocking, we all desperately hit FALSIFYING price, profit hole in the bottom, but each time there is no motivation. These defects originally under the protection of the local policy, not a problem. Is now exposed to a strong Jianghai beer in front, it becomes a soft spot. Dili, the company to be re-rivers and mountains. Remodeling team, eliminate channel 1. Establish a true sense of the sales force. A year later, the sales force from 7 to 40, and later expanded to 70 people. Well-trained sales force directly to the second groups and terminal services to improve the quality of service, to maintain a channel relationship, at the same