Face strong competitors four strokes so you do no -

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Face strong competitors: four strokes so you do not lose the law

Recently, there was my advice to entrepreneurs, small household electrical appliances produced in Hunan has a considerable reputation, but to enter the market in Zhejiang, the company made adequate human, financial and material resources on the preparation, also know that the cruelty of competitive marketing will not be smooth sailing, there is a degree of mental capacity. In fact, the face of brutal market competition, we know that even the best companies will have a troubled time. These difficulties may be due to external forces caused. For example, new technologies, skills or innovation ability of competitors; the economic downturn and even affect the export market, and reduce international dollar profits and so on. But more cases are caused by internal reasons, such as a failure of discipline, strategic mistake, the organization's For each company, is a demanding, rapidly changing world. But for those who are in the process of development from small to large companies in this situation sooner or later. Just as the majority of young people grew up as being trouble is common. Toyota to enter the U.S. market is not easy. Early 60s, Toyota Motor Corporation Toyota exported to the United States - CROWN car. As the making of rough,[link widoczny dla zalogowanych], bulky appearance, noise, and moving repeatedly fail. Affiliate lost confidence in this, Toyota is the first to enter the United States ended in failure. However, Toyota's managers did not crestfallen face of failure, after years of effort, finally succeeded in entering the U.S. market in 1975 over its major competitor Volkswagen West Germany in 1985, its sales in the U.S. market , ranking the first U.S. import cars, it is how to re-enter the U.S. market? First, find the market gaps. Toyota to understand the market information through various channels, looking for gaps in the market. They use government, integrated trading company, corporate functions, and the U.S. market research company to collect market information, understand the U.S. distributor and consumer requirements, especially the people of the potential demand and market gaps. Through in-depth and detailed market research, they found that Americans, more and more cars as a means of transport to look at. They pay more attention to the car comfortable and durable, small, lightweight, fuel-efficient economy. To this end, Toyota, based on market research, carefully lays out a demographic and psychological factors by division of the target market. And the indomitable spirit of the development and production of high-quality, small size, specific facilities, economic, reliable and suitable for small cars and so on. As consumer demand for the American public, and soon won a reputation. Second, a penetration price war. In order to enter the U.S. market for the potential customer base, Toyota has developed a price much lower than competitors, the recent loss of profits as long-term market development and marketing of an investment. As technology improved and labor productivity, unit product costs are reduced. Even though the prices remain unchanged, but also to ensure a relatively stable long-term profits made. Toyota Crown cars into the U.S. market, sells for less than $ 2,000, then the crown introduced less than $ 1,800 car, lower than the average car 400-1000 U.S. dollars. Toyota vehicles in the American mind the image of cheap, so that U.S. manufacturers and the manufacturers of other countries is neither naked nor parry. Third, to maximize profits. Dredge sales channels, provide the best pre-sales, sales, after-sales service. Before launching each marketing campaign, we must build a large number of service outlets, providing full parts, the sales success of a reliable anchor. Then carefully selected agents. They believe that class of goods must have a first-class agents. Toyota to employ those with a heavily funded, high reputation and has extensive experience in customer preference for imported goods of its brokers and retailers. Toyota entered the U.S. market, dealers gave none other $ 181 per vehicle, roughly equivalent to a volume distribution of the profits of large cars. Toyota is, and that within a few years to place among the ranks of the world's largest car sales. Fourthly, the scale of promotional war. Is the enormous amounts of money to carry out product promotions. Toyota's main approach is to target markets, to advertise on television. Advertising fine, as far as possible to meet the preferences of Americans, so that a household in the United States of Toyota cars, women and children. Tireless efforts, and finally to the U.S. market Toyota is famous. Taking these shows, when a company's products to enter the markets of other countries, often face unpredictable interference with the established objectives and goals, this time, the need for enterprises to assess the situation more accurate positioning, advantages in the integration of forces and resources, grappling with opponents than around homogenization in to the bitter end, but the real enemy not to seek to avoid the difference, find the gaps, the frustration with the way forward to stimulate the courage to always reflect on his potential power while using a variety of effective promotions induced demand, then the prospects for the market will eventually become clear. Mr. Yu Fei, Yang Lan Chile Colombia Principal Consultant Marketing Consulting Co., Ltd., China's Ten Outstanding Marketing, Chinese Ten Outstanding health care industry managers, the most influential marketing plan 100, World Federation of planning (WSU) members, health care products market in China Health Care Association, Working Committee, Ministry of Labour, marketing skills competition of China's first race expert members of the health products industry, pharmaceutical and healthcare marketing expert committee of China vice chairman of the well-known marketing real experts. Ten years of marketing career, service a number of famous brands. Is specialized in medicine and health products, fast moving consumer goods, real estate business functions of marketing, product planning and marketing services. Phone: 13906186252 Email: [link widoczny dla zalogowanych] @ 163.com Source: Journal of Brand Management Network

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