绝地反击战Return of the Jedi.docx

绝地反击战Return of the Jedi.docx

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绝地反击战ReturnoftheJedi

绝地反击战（ReturnoftheJedi）

Theenemytroops

RivalKgrouplaunchedthefinalassaultatthistime,apparentlytoerasethespringbeerdoneinonevigorouseffort,theemperorfromthemarket.

Kgrouprankedthetopfive,israpidlyformedunderanationallayout,nomess,againsttheemperorQuanthisyoungerbrotherthatisnotapieceofcake!

Ithasjustbeenrestructuredbystate-ownedenterprises,andproductionhasbeenhoveringat100thousandtons.Recentlytheenterpriseintofinancialdifficulties,marketingpersonnelthreemonthsdidnotgetwages,travelexpensesarenotreported,Voicesofdiscontent.

Iasthenewdirectorofmarketing,aftertwomonths,foundthatconsumersofthefountainoftheemperorahighdegreeofrecognition,especiallyintheheadquartersoftheNationalCity,shareofmorethan50%,andthesurroundingcountiesandcitieshavealsobeenshown.

Previously,Khasbeentestingthesurroundingcountiesandcitiesofthestatemarketseveraltimes,withoutmuchefforttoformacertainnetworkandsales.

Thistime,Kcompanysetupasalesbranchinourprovince,andthemarketisjustaroundthecorner.

KbrandintheJistatemarketfiredthefirstshotistoconveneinvestmentpromotion.Anddeliberatelyincreasesaleschannels,tothedealertosend"Qiuming":

1.,whenattendinganordermeeting,eachpersondeliversamobilephoneworth1000yuan（realvalue500yuan）,signcontract,send29inchesofTVsets1.Yes,it'sreallyabigdeal,andthedealersareveryactive.

The2.mainvarietiesarepackedincartonsofcrisp,positioninginthemid-range,productpositioningandproductpackagingwiththeemperorwithsimilarSuperCoolSprings,whitebottle,high-endimagetransfer;Kcrispretailpriceof3yuanperbottle,andsuperspringasemperor.

IntheJistatemarket,retail3yuan/bottleproductsaremainstream,thedirectgoalisoursupercool（supercoolintheemperorspringproductstructureaccountedfor40%）.Kcompanywithmid-rangeproductstohitthemarket,bothcanupgrade,butalsocanbeextendeddownward,leavingmoreleewayforourselves,butalsoforcedustothecorner.

3.Kcoolappearanceofthepriceis24yuan/box,3boxestosend1boxes,eachbox（forterminal）mayreturnto0.5yuan,0.5yuanbacktotheemptybottle,0.5yuan/only,thepriceof26yuan/boxdealers.

Andourspecialfactorypriceis22yuan/box,dealersshippedpriceis23yuan/box,onlytheyear-endrebateof0.2to0.3yuan/box,promotionalconversiondown,moreexpensivethanK4.8/box.

Inthisinvestmentmeeting,thestateofthedealertomorethan60,theinitialintentiontoachievemorethan40,theinvestmentwillbequitesuccessful.However,duetothenumberofparticipantsexceededexpectations,dealersinthedivisionofregionaldifferencesoccurred,sothescenedidnotformallysignthecontract.

Themessisnot"softpersimmon""

Iorganizedbeconfrontedwithaformidableenemy,managementmeetingemperorspringbeermarketingdepartment.

Undertheatmosphereofdoom,eachmanager'sspeechcontentmostsimilar:

firstemperorStephenspeakweak,strongopponent,thenaskedtoincreasesalespromotiontocompetewithK,finallydecidedtotable.

Especiallyintheanalysisoftheadvantagesanddisadvantagesoftheenemyparties,rivalssayalot,buttheirdisadvantages:

apileofmoneymoney,lowprofitchannels,dividedinpublicopinion,loyaltyisnothigh......Whatoutstandingadvantagescanyoufindforabusinessthatisclosingdown?

!

Theseunderstandingsclearlyenteredthewrongarea.SoIanalyzedthestrategyofhittingKindetail:

Theemperorcannotaffordtoplay.

Ifyouthinkthatonlymorepowerfulandstrongpromotiontofight,thenjustfallintothetrapofastrongbrand,thatistolureusresourcestofight.Butwhatisthefact?

Ican'taffordtoDilispring:

Kbeerplushighpromotion,nomineralwater.Ifwefollow,willcertainlybetheconsumptionofdead.BecausetheKcompanymanagerWangtodothebudget,istotakethreeyearsoflossesunderthismarket,theydon'thavefoodtoeat,butwecannotmakemoneyover.

Youcannotfollow:

weintheemperorQuanJi'smarketshareismuchhigherthanK,theimpactofthecostofrelativelylowK.AndeveniftheemperorandKpromotionefforts,thenthebiggestlossistheemperorspring.

Ican'ttelltheemperorsprings:

aslongastheemperorStephenisnot,aslongastheemperorspringshaveprofitspace,sotherearealotofmethodstocountertheemperorStephen,willnotfail.Iftheproductisnotprofitable,theresultmustbetheemperor'sfailure.

Thekeyofastrongbody

Conversely,Kisastrongdragon,whoisalsohidingmanyweaknesses,weseemedveryweak,butaslongasyoucancatchthekeypointofK,wasfirmlyagainstthewinner,neverknow.

Kcompany'slimitedresources,nottomentio