Marketing planning strategy first.doc

 PAGE \* MERGEFORMAT 13 Marketing planning strategy first To reassess the core issue of corporate In September 2007, when I had to coax him, I successfully helped clients we work with a food A, introduces a strategic planning based on marketing-oriented. A business is only a four-year history of the creation of small businesses, said that small businesses because they just turned the whole year’s turnover was 20 million yuan, when the purpose of business with us is to us to help them solve the regional expansion of chain stores , that is, investment planning, then such a contract is signed, but when we started to cooperate then I found, A company simply has no strategic concept, the management is also three years ago by four friends with Da Jiangshan, in addition to a the boss, the three each in charge of the management of administrative, production and marketing, as the market’s own opportunities, they also have 30% of annual growth. Three months ago, the boss find me, hope we can help them speed up the pace of growth. Diagnosis, including redeployment of the process, we found, A corporate existence of several major problems, first of all the company’s internal management, the lack of strategy was chaotic, with a lot of decisions are very arbitrary, staff turnover is very great. Companies there is no systematic management system, there is no incentive rewards and punishment system, in short, is a very typical in the early days of small enterprises; Second, the company has been in the local area out of the 30 stores, its sales vary widely, a good daily turnover of 5,000 from top to bottom, only a few hundred dollars a day poor, those relatively low turnover distributors and franchisees, the prevailing view relatively large, and the enterprise are not optimistic about the future of the brand, and some even want to change a shift, switching to competitors; In addition, one wants to go chain store brand business model, even the basic no brand positioning, an