Management: Adjustment, Another Source Of Performance Growth

(1) another reason for sales slack season is that products can not meet the needs of current consumers. At the same time, increasing the function of products can meet the needs of consumers in the market.

If summer suits are too hot, people must wear suits in certain occasions.

In response to this demand, the cool bird suit has emerged as the times require. It meets the needs of both summer wear and Western clothes, and can satisfy more consumers. In the face of the doldrums in winter, some manufacturers have developed warm beer and chafing dish beer, creating new hot spots in the cold winter beer market, and also bringing new profit growth points for enterprises.

(2) broadening the product line can also meet the needs of consumers.

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For example, summer suits,

The demand for shirts and shirts has been greatly increased. If the company can expand its own product line, produce suits in winter and produce T-shirts in summer, the products will be sold in the market all the year round.

When this product enters the off-season, it enters the peak season, supporting the sales performance of enterprises at any time with profit growth point, so that there is no natural season for sales.

The management team of a liquor making enterprise attaches great importance to the development of new products and the formulation and implementation of product structure adjustment strategies.

In recent years, based on in-depth market research and market forecast, the enterprise has developed medium and high liquor for the northern rural market, low alcohol liquor for the southern rural market, medium grade liquor for the consumption market of small and medium-sized cities, and high grade low alcohol liquor for restaurants in large and medium cities. At the same time, they have developed low-grade black rice wine and series beverage suitable for summer consumption, making the whole enterprise busy in production and sales all year round, and there is no difference between the selling season and the peak season.

In particular, through the implementation of the strategy of product structure adjustment, the enterprise has completed the strategic shift of the leading product with low alcohol as the leading product to the medium and high grade liquor, and realized the business development goal of the simultaneous growth of sales volume and profit margin.

It is an indisputable fact that sales performance will decline in the off-season. When enterprises are trying to achieve little improvement in performance through various marketing efforts, enterprises should consider the equation of "reducing costs = increasing revenue".

The cost reduction is mainly caused by the reduction of management expenses in the off-season.

Marketing expenses are mainly composed of business entertainment expenses, public relations fees, travel expenses, office expenses and other basic operating expenses and marketing expenses.

Because of the esteem of the so-called emotional marketing and the intensification of market competition, the high marketing cost has been causing endless troubles for enterprises.

In this regard, enterprises in the off-season sales should strengthen the control of marketing costs, reduce consumption.

(1) strengthen the supervision of salesmen;

(2) formulate a reasonable proportion of marketing expenses and control the marketing cost under this ratio.

(3) establish and improve the mechanism of supervision and examination of marketing expenses, such as combining the reimbursement of bills and the basis of the credentials of bills, if the reimbursement of marketing expenses is reimbursed, third party monitoring certificates and feedback data must be provided.

(4) strengthen the inspection and control of various marketing campaigns.

In the face of alternate seasons like seasonal rotation, enterprises can only lead the consumption with a positive attitude and implement creative marketing, so that they can get out of the vicious circle of the off-season and improve their sales performance.