联合利华在中国的销售策略(ppt 27页)

联合利华在中国的销售策略内容简介:
   Adopt Regional Strategies and allocate budgets to improve implementation and speed of response
   采用区域性的策略和预算分配来提高执行和反应的速度
   Focus on Value Adding Activities, simplify and evaluate
   专注于增加价值的活动，简单化，并进行评估
   Need a clear strategy on what to do, how to do, who to do
   需要一个清晰的策略 - 做什么，怎样做，谁去做
   Evolve to a 3 Channel Strategy as we take control of A / B Stores. Develop Integrated 2 Channel Service Strategy.
   A/B店直供后，逐步改进为3条通路策略。发展一体化的2条通路的服务策略
   All ASM’s will prepare a “Resource Plan” for their areas. (Map the Customers & USSC to service them)
   所有的ASM都要为各自的地区准备一份“资源计划”。
   (在地区地图上标出客户位置，以及USSC怎样提供服务)
   Move to Customer Based Structure centered in Shanghai and allocate store operations to Regions
   实行以客户为基础的结构，由上海为控制中心，由各区域执行各店的运作。
   Plan Promotions and Activities 12 months in advance, submit 3-6 monthly
   预先制定12个月的促销活动计划，3-6个月确保实施
   Implement Quarterly Business reviews with Forward Looking Focus
   每个季度对业务进行回顾，以确定下一步工作的重点
   Prepare Joint Customer Development Plans with Ownership on both sides
   同客户协商制定互惠互利的发展计划
   Conduct regular Top to Top meetings with Key Customers to build relationships
   在主要客户中实行高层对高层常规会议，以建立良好的业务关系

 

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