The charm of brand management - tool for SME development.docVIP

 PAGE \* MERGEFORMAT 19 The charm of brand management - tool for SME development S Corporation is a private enterprise, when relying on a set of marketing rhetoric and flexible operational means, in just a few years the rapid rise in the domestic food processing machine sector, ranking second only to Philips in the sales, has entered the the top three! S corporations to enter the planning consultation, its sales performance in was slowly declining trend, some dealers the wrong that the company’s products have quickly achieved a head, one after another the transfer of business focus, and some just out of business! I took over the business after a series of feasible options to adjust their status in just a few months has not only stopped the decline, and the drastic rise in overall sales of the gratifying trend! On the first three quarters of 2005 sales reached a record high, the overall sales increase of 30% the previous quarter By using the method of brand management within an enterprise multi-dimensional analysis of the external environment, to define the current difficulties of enterprise development are mainly three aspects, one after-sales service, 2 is the management of three promoters of the low-cost competition in the industry (see below table) . S enterprise business advantage of the terminal block on the channel, but not a long-term development of the brand strategy, the lack of effective brand management technology! Problem definition of after-sales service Promoters management for competitive reasons accompanied by low-cost dealers reluctant to spend energy, manpower, financial pressure and the uneven distribution of competitors, the price is relatively low sales policy very favorable consequences of consumer complaints, complaints to reduce outstanding reputation Promotions a serious drain on staff that no one is responsible for counter sales distributor morale affected Reluctant to convert willing to take the initiative to After-sales service