板桥酒业17天市场重启案（Banqiao liquor 17 days market restart case）.docVIP

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板桥酒业17天市场重启案（Banqiao liquor 17 days market restart case）.doc

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板桥酒业17天市场重启案（Banqiao liquor 17 days market restart case）

板桥酒业17天市场重启案（Banqiao liquor 17 days market restart case） Shandong Weifang Banqiao wine is a decades old state-owned enterprise, its product sales reached 3 billion yuan, the main products of Fangzi wine is sold in Shandong and the surrounding areas known to every family of the famous brand, but in recent years due to the overall decline in Lu wine sector, has reason and system and marketing strategy to 2002 sales have been declining rapidly in less than 50 million yuan, but to 2003 sales fell more serious, in addition to the retail price of one yuan bagged wine because of excellent quality, have a certain brand foundation, unique products and low real estate logistics cost advantage in the Weifang market with annual sales of about 20 million in 2002, the Weifang market sales in 15 million years the main products in the block Fangzi in the area of Weifang wine sales have been too horrible to look at in this case in Weifang City, as the key enterprises in the city vigorously. Under the restructuring, the employees of the winery bought up all of the shares, in the face of declining sales to the valley, Mr. Gao Enyuan, the new chairman, was anxious to go to Nanjing to find the authors fire because he saw several quick starts of the author in sales and marketing In a few days, the author quickly investigated and investigated the market personality of Weifang and Banqiao wine industry: The actual situation is far worse than the original. Bridge in the high block wine in Weifang actually has no a tiny bit of land. The original sales of more than 1000 of the actual sales stop Fangzi wine in the hotel plus super but one hundred thousand yuan, Weifang a total of 500 restaurants, including AB class of about 276 that the average sales per store wine. 3---4 days a bottle of slab. And the credit at the hotel is low The competitor situation even more shocking. Weifangs mid-range wine consumption accounted for the entire block in the main wine market in more than 83% in 32 degrees