Six Plan For Developing Marketing Strategy Of Enterprise Big Customers

< p > < strong > 1, analysis < a href= "http://www.91se91.com/news/index_c.asp" > market environment < /a > /strong > /p >

< p > first is to analyze the environment of enterprises, such as politics, economy and culture, which is particularly important for enterprises to enter the international market.

For example, tobacco industry, if you want to export cigarettes to overseas markets, you must first understand the country's policies on tobacco products, such as tariff level, quota, consumption level and consumption habits, special provisions on tobacco products and main competitors.

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< p > only by deeply understanding the environment of enterprises can enterprises make the right strategic choice.

For example, the main smoking habit of Chinese smokers is flue-cured tobacco type. When mixed type can not be accepted immediately, then when foreign tobacco is exporting cigarettes to China, it will definitely adjust its formula to suit the taste of most Chinese people.

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< p > < strong > two, assess the opportunities and obstacles of enterprises < /strong > < /p >

< p > enterprises must find specific marketing opportunities for key customers to guide the formulation of marketing strategies for key accounts.

In the process of making strategic marketing strategy for major customers, it is possible to assess the opportunities and obstacles of enterprises, including the economic status, consumer situation and other external environmental factors.

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< p > first, we should check the strengths and weaknesses of the enterprises according to the marketing ability of the big customers in the enterprise market. At the same time, we will evaluate the advantages and disadvantages of the past business achievements and the market a href= "http://www.91se91.com/news/index_c.asp".

Secondly, we should study the cost of sales and management.

Finally, predict the sales volume of enterprises.

Through analysis, enterprises will find the competitive advantages, innovative technologies and opportunities to acquire new markets and possible obstacles.

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< p > < strong > three, aiming at < a href= > http://www.91se91.com/news/index_c.asp > target market < /a > /strong > /p >

< p > the so-called target market refers to the sub market that enterprises choose to enter and serve after market segmentation.

The enterprise divides the whole market into several sub markets, distinguishes the demand differences among different sub markets, selects one or several sub markets as the target market, develops marketable products, and develops corresponding market major customer marketing combinations to meet the needs of the target market.

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< p > enterprises will be influenced by some factors in choosing the target market. These factors include: the economic level of consumers, the way of life and so on.

For example, compared with young consumers, old consumers have different requirements for cigarette taste, price and packaging. They also form different market segments, and each sub market has different marketing response to the major customers of the market. Therefore, it is not always possible to use the same market marketing method for all segments of the market. Every important sub market should set up a specific marketing strategy for big customers. Therefore, it is very important to decide which market can be subdivided to make enterprise plans.

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< p > < strong > four, determine the allocation level of resources < /strong > < /p >

< p > we must consider limited resource allocation when choosing target markets and product projects.

Generally speaking, the operation of the market target determines the level of resources needed.

Obviously, the occupation of market segments will cost more.

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< p > however, all kinds of resources that can be used are limited. Not only financial, financial and productive capacity is limited, but also human resources and supply capability are limited.

In this case, the importance of the target market directly affects the decision of the enterprise.

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< p > if it is an important target market, it will choose it even though it consumes a lot of resources.

However, if a large number of major customers are required to market the marketing resources of big customers, they will be eliminated.

In order to react quickly to competitors' actions, we need to choose some strategic plans after selecting the target market. We can give up the plan without urgent plan or postponed execution.

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< p > < strong > five, choose the overall strategy < /strong > < /p >.

< p > the key account marketing strategy of an enterprise is the answer of the business management to the following key business questions: whether to establish a single business portfolio or to establish a diversified business combination (such as the British tobacco's non tobacco business divestiture and the Philip's diversification strategy)? Is it to meet the needs of a wide range of customers or to focus on a specific small market (such as the introduction of cigarettes for female smokers only)? < /p >

Is "P" a competitive advantage on the basis of low cost, or on the superiority of product quality? Does it cover the geographical area (internationalization strategy) of large areas? How to respond to new markets and environment (for example, when multinational tobacco is usually imported into emerging markets with export cigarettes, once the conditions are ripe, the localization strategy is implemented immediately), so the marketing strategy of the big customers actually reflects the choices made by the managers, indicating that the company will be committed to specific products, markets and competitive strategies.

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< p > < strong > six, to determine the marketing mix of major customers: < /strong > /p >

< p > a complete marketing strategy for large market customers will often be related to the survival of the enterprise.

The key account marketing strategy is based on the established strategic objectives of the enterprise, and in the process of pforming to the market, we must pay close attention to the following factors: the determination of customer demand, the analysis of market opportunities, the analysis of their own advantages, the introspection of their own weaknesses, the consideration of market competition factors, the prediction of possible problems, and the training and promotion of the team. Finally, we will establish a marketing strategy of growth, defensive, torsional and comprehensive marketing, which is the direction and guideline for guiding enterprises to pform the established strategy into the market.

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