Marketing winter how to adjust the marketing strategy mix-.doc

 PAGE \* MERGEFORMAT 21 Marketing ‘winter’ how to adjust the marketing strategy mix? Contraction front, from the extensive cultivation receive intensive Case: In 2003, for the Garley surface industry companies, can be described as a ‘troubled’, ‘SARS’ shadow has not yet dispersed, to flour, cooking oil and other raw material prices as the main storm saying that this is so as a second-tier brands The Garley face the industry’s dilemma. The face of rising raw material prices, the Garley surface industry companies have two options, one is watching, waiting for raw material prices fall, so the risk of smaller, but for enterprises, but faces the majority of middle and low product loss, small part of the high-end products protect businesses dilemma, but for the monthly sales more than 1000 million enterprises, in the end be able to adhere to for how long? Another way out is to take the initiative to find the ‘breakthrough’ approach, by adjusting marketing strategies to cut costs, reduce operating costs, and thus a part of the internal consumption of rising costs, avoid the adjustment of marketing strategy to bring the market impact. Lo decided to face the industry’s marketing strategies adjusted as follows: 1, contraction front, planning the market. The original company’s sales regions across the Garley more than ten provinces and cities around the Garley’s land Department, Zhengzhou, Henan, a relatively close neighboring provinces, such as Hubei, Shaanxi, Shanxi, Anhui, Hebei and so on, these markets, the company they are planning for strategic markets, namely the long-term you can attempt to market, although raw material prices, these market does not make money, but it does not lose money, you can achieve ‘the scale of cost-sharing’ purposes. But in fact occupy the remote provinces, such as Hunan, Guizhou, Zhejiang, Jiangsu and so on, are classified as general market, according to revised marketing strategies to treat, from the allocation of resources in su