The Marketing & Sales Strategy Analysis And Selective Solutions For Ruixiang Co. Ltd.

This report supplies a comprehensive analysis to the marketing & sales strategy of Ruixiang Co. Ltd.As a net communication equipment supplier running for 11 years, Ruixiang Co. Ltd has an enrollment of over 1000 staffs, with annual sales of hundreds million RMB. It is one of the star players in the fiercely competitive market. Being a state high and new technology enterprise, Ruixiang Co. Ltd. is very strong in R&D, but very weak in marketing & sales. To raise the efficiency of marketing & sales section so as to take advantage of market opportunities and meet challenges, Ruixiang Co. Ltd. reformed the marketing & sales section in January 2004.The report first described objectively the framework of organization, the marketing & sales strategy, the incentive policies, the management control systems and the real operation situation of the marketing & sales section of Ruixiang Co. Ltd.. Then, it made comprehensive analysis and evaluation to the marketing & sales strategy and its supporting systems. In the course of analysis and evaluation, the report pointed out the major problems existing in the marketing & sales section and further explored the root and source of the problems. The last part of the report tried to supply some feasible solutions to the main problems in five aspects: enlarging the service function of the organization; improving the internal coordination of the functional strategies; strengthening the synergy of the front line teams; fostering comprehensive learning organization to raise the quality of all the staffs; being openminded to the outside world.