Marketing transformation strategy under the hottes

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Marketing transformation strategy under the financial crisis

marketing transformation: from OEM to domestic market

in the first half of 2008, about 67000 small and medium-sized enterprises in China closed down, most of them export processing and manufacturing enterprises. It is expected that the export situation will be more severe next year. In the face of this, local governments have also successively issued a series of support measures, but the key to enterprise transformation depends on themselves, and the internal cause is the decisive factor

in order to survive and develop, enterprises must take the road from OEM to domestic market. Opening the domestic market is the only way out

the vitality of the enterprise: change the strategic thinking and marketing strategy

the most competitive way of marketing is to sell the same products as our competitors with different feelings, and the means is to create "differentiation". What are the methods and strategies to achieve differentiation

first, reexamine the development strategy of the enterprise

to change the business thinking, we must first have a clear understanding of the strategic thinking. The strategy can be considered from two aspects. One is the overall strategy of the company, including growth strategy, stability strategy and exit strategy. The company should adopt appropriate development strategies according to its own resources and advantages, avoiding stagnation and blind development; Second, enterprises should carefully analyze their strategic business units and choose to engage in businesses with high market growth rate and market share

second, evaluate the business environment of the enterprise

the marketing environment affects the evolution of the marketing ability and determines the success of the transaction. It is divided into macro and micro parts. Macro environment analysis includes: population, natural conditions, economic environment, political and legal environment, science and technology and education level, humanities and social environment. Micro environment analysis includes: suppliers, commercial intermediary organizations, customers or users, competitors

third, SWOT analysis of the enterprise

1. Advantages: mainly analyze the strengths of the enterprise from the aspects of organizational structure, management, resources, products, prices, channels, promotions, brands, etc. At present, VOC emission is very serious and there should be sufficient data support

2. Weak points: analyze the weaknesses of the enterprise from the aspects of marketing organization, management, resources, products, prices, channels, promotions, brands, etc. in view of these weaknesses, the decision-making level of the enterprise must really make up its mind to implement the transformation

3. Opportunity: it is mainly mined from the changes in the industry environment and the market blind spots of competitive brands. The difficulty of opportunity analysis is that it is difficult for enterprises to turn their perceived opportunities into real competitive advantages or interests. In many cases, this analysis is just to boost their morale. In order to ensure the effect, the top management of the enterprise must have a calm state of mind and objective judgment at this time

4. Threats: it is more about analyzing the pressure caused by competitive brands. The really useful operation method is to make a detailed comparison with competitive brands in all links, find the weakness of competitors from threats, and grasp the good opportunity to change the situation

fourth, conduct market research, competitive analysis and consumer behavior analysis

1. Market Research: the company must conduct market research when entering the domestic market. But don't be superstitious about market research. We should analyze the feasibility of market research and then make a decision

2. Competitive analysis: first of all, we should confirm who is our competitor 5 When the piercing hammer is in direct contact with the head mold, there is a circuit closed loop device that will make a sound, including direct competitors and indirect competitors; Secondly, understand their market strategy and market objectives

3. Consumer behavior analysis: This is very important. For example, what factors are expected to affect consumer behavior? What is the buying decision process? So as to provide decision-making basis for market strategy

fifth, STP marketing

this is the core of modern strategic marketing, which is divided into three stages:

1. Market segmentation: divide the market into different customer groups according to the different needs of buyers for products or marketing elements, and outline the behavior of segmenting the market

2. Target market selection: select one or more market segments that the company will enter

3. Market positioning: the company designs its own products and image, so as to determine a unique and valuable position in the hearts of target customers, focusing on various lithium battery materials

sixth, enterprise new product development and life cycle analysis

1. After positioning the market, the company should develop new products suitable for the target market. New products are not necessarily new developed products, but also improved products on the basis of the original, or even the repositioning of old products

2. Product life cycle analysis: any product should enter four stages: introduction, growth, maturity and recession. We should be good at using marketing methods to rejuvenate the products that have entered the recession, or at least delay the recession

seventh, determine the enterprise's market entry strategy

1. No difference market strategy: regardless of the difference of market segments, the company only provides one product for sale in the whole market and adopts one marketing scheme

2. Differentiated market strategy: the company operates in several market segments at the same time, and formulates different marketing plans for each market

3. Centralized market strategy: concentrate on entering one or a few market segments and implement specialized production and sales. To implement this strategy, enterprises do not pursue to compete in a large market, but strive to occupy a larger share in one or several sub markets

eighth, formulate the marketing objectives of the enterprise

according to the operation status of the enterprise, the marketing department submits the proposal of marketing objectives to the senior management. The marketing objectives specifically include the collection objectives, sales objectives, accounts receivable objectives, inventory objectives, product market share objectives, primary customer objectives, secondary customer objectives, end customer objectives, etc

ninth, specific action plan of enterprise marketing

1. Product strategy: product is the first or most important factor in the marketing mix. Product strategy requires making coordinated decisions on product portfolio, product line, brand, packaging, etc

2. Brand strategy: it should be noted that brand positioning should be based on market positioning and establish brand loyalty and reputation. This depends on customer satisfaction and corporate image

3. Price strategy: when setting the price for the first time, the enterprise should consider such factors as the pricing target, determining the demand, estimating the cost, selecting the pricing method, and selecting the final price

4. Pipeline strategy: the company should consider what pipeline to use to transfer products to consumers

5. Promotion strategy: This is a very important part, including advertising, sales promotion, public relations, personnel promotion, direct sales and other means

6. Advertising strategy: adopt different advertising strategies according to different stages of product entering the market

7. Sales promotion strategy: this object includes consumers and middlemen

8. Practical public relations strategies are also essential

tenth, marketing profit analysis

analyze from marketing amount, marketing cost, gross profit, salary, rent, business supplies, total functional expenses, net profit, etc. In addition, there is efficiency analysis, including sales force efficiency, advertising efficiency, sales promotion efficiency, etc

eleventh, pre-sales, in-sales and after-sales services and customer satisfaction

pre-sales, in-sales and after-sales services are very important. For example, free services can be set to improve the communication channels with customers

twelfth, marketing control

marketing control is a natural renewal process of marketing plan, organization and implementation that export-processing enterprises must achieve in domestic sales. It includes four controls: ① annual plan control; ② Profitability control; ③ Efficiency control; ④ Strategic control

thirteenth, marketing organization setting

includes organizational framework, staffing, post setting, workflow, system construction, and enterprise internal training

elements that cannot be ignored in marketing transformation

1. The enterprise's strategic marketing plan should be operable and executable, not extravagant

2. The strategic marketing plan of the enterprise shall be led by each marketing department, jointly formulated by all departments, and finally approved by the top marketing director for the decision-making of the company's senior management

3. The enterprise shall review the implementation of the marketing plan at any time

4. After having a marketing plan that can clearly indicate the required actions and data results, each department should formulate its own plan according to the marketing plan

5. Don't superstitious the so-called industry experts when formulating strategies

6. Brand positioning and planning should be subject to market positioning and planning

7. The pricing strategy should be subject to the market positioning strategy, which should be kept in mind

8. An effective enterprise marketing system must focus on marketing and involve many departments. Therefore, a marketing director must take the lead to plan, organize, coordinate and control. (end)

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