Of a regional brand to enter the national market case analysis.docVIP

 PAGE \* MERGEFORMAT 29 Of a regional brand to enter the national market case analysis The failure of a regional brand expansion Case: A brand of a regional washed off from their home provinces, into the national market. Cruel is that, the company steps is too large, all the way north from Guangdong was aborted, and people really regret! A brand is a health functional beverage, selling more than ten years in the Guangdong region, there is a certain brand of precipitation in Guangdong, such a competitive market will operate more than ten years shows that their brand reputation is deeply rooted in the local. A brand in the Guangdong market, the implementation of holding a high base hit, depth distribution, intensive strategies, sales have been good for many years, in 2005 achieved sales of 1.5 billion in 2006, begun to develop the national market. The spring of 2006, Company’s Personnel Department to recruit a large number of capable personnel, and to unify training, the company operating a set of effective strategies to prepare a copy to each province to open up the market’s mind, it is so, after a month of training we have assumed the company mission, with confidence under the market. (Headquarters assignment from one or two people to 45 individuals ranging from the needs of each market around the self-selection and other personnel, headquarters guard) Enterprise has opened the Guangxi, Guizhou, Fujian, Jiangxi, Jiangsu, Hunan, Hubei, Chongqing, Sichuan, Henan, was until, layout is indeed very high! May also be the beginning tasted the sweetness of it, and eventually opened nearly half of the Chinese market, I did not expect that the streamlining of staff began to shrink from the battlefield in August, and gradually narrow the area, before the joy of harvest, as was The rush to run was blown , saw only the market’s indifference and callousness! It was the spring season, Guangdong is the company’s base market, due to high density in the base market, medi