Market share and sales margins are mutually exclusive-.docVIP

 PAGE \* MERGEFORMAT 12 Market share and sales margins are mutually exclusive? Around us often to see such and such very different companies: Some companies, hypermarkets, supermarkets, convenience stores, street shops, specialized channels, special channels so long as they are able to work with consumers and generate sales opportunities for access to the channel, will seek drill into the seam. What are they seeking? Is the shop shelves municipal rate and the Distribution rate is market share. While some other businesses, they can into the Wal-Mart, but they are not into Carrefour. Why has he so? Because Carrefour is currently the ‘exactions’ most supermarkets. Influence on many brands, product competitiveness in terms of a limited company, into the Carrefour, let alone profit, that is, benefits, expenses were flat, we need a high burn incense. These enterprises to pursue another what is it? Sales profit margins. Clearly, market share and sales between the margins, there are some near-natural contradiction. How should we do? ‘Achievement advantage of channels: how to enhance the channels of rationality, control, efficiency and competitiveness’, a book to bring you the following recommendations. First, identify themselves in order to make more suited to their own choice. So we need to answer four questions: First, their products and product portfolio is like? If our product is aimed at high-end consumer groups, then we do not end when the pursuit of market share over-emphasized sales volume - because the price of this product through the image correspond to grade the channel to let us customer perception, recognition and acceptance of its value. If our products are low-value consumer goods, impulsivity, this time of the Distribution shelf-life will be more to the number and size of the measured - because the product of ‘everywhere’ can be as easy as possible for customers to purchase. If our products are both high, medium and low-end, we will need d