Research On Marketing Reform Of South Branch Of Tian Yi Saima Engineering Machinery Co., Ltd.

The production and sales market of construction equipments depends on the company's comprehensive competitiveness. Clients require very high in the product accountability and maintenance, and attach great importance on whether the suppliers can provide timely and efficient services. Also the suppliers have to extend their services to provide a total solution to fulfill clients'increasing needs. On the other hand, it is a challenge for the clients to purchase large or medium size construction equipments because of the long process, the large information required, the high cost, many decision makers involved, considerable risk and complex sales technique. Since the entry in South China market, South Branch of TianYi SaiMa, competing with several strong domestic competitors, faced with various problems and difficulties. These include weak branding, late entry to the South China market, high brand awareness of competitors, relatively weak in marketing spending and pricing support, simple product line, not enough staff loyalty, no team work spirit, plus management difficulties: the training process is long and complex, new sales staff is difficult to get business while senior sales staff tend to be mobile and there is problem in the trust between the management and the staff. Under this background, this article systematically analyses South Branch of TianYi SaiMa from the market environment, its own situation and sales condition and reaches the following conclusion: since its market positioning is in medium-low end, the company shall adopt the strategy to lower the fee in advertisement and promotion to the minimum; focus the recourses on the building and managing of the sales team; specify target customer and adopt a complete customer management strategy; avoid competing with the strong competitors, focus the limited resources on some profitable clients so as to improve their satisfaction and loyalty and to manage the client relationship by the company rather than individual thus retaining the clients for the company. To implement the above strategies, a marketing reform must be carried out based on the following framework: 1.Discover and exploit the corporate competitiveness by: appropriate market segmenting and positioning, try to focus all the resources and strength on the medium level and profitable clients, maintain excellent customer relationship, so as to win these customers'satisfaction and loyalty; accumulate competitiveness and acquire market share by continuous innovation. Build up a internal innovation procedure including: idea generation, idea screening, concept development, business analysis, service development, market testing and commercialization 2.It is important to build up a internal training system. Generally the training of sales force in the engineering machinery is a tough task, they need three months of initial orientation training, which is crucial for their future achievement and success.After the initial training, the company will keep on spending lots of resources on many follow-up training. To accomplishing this task, the company must build up a internal training system, training teams and mentor system would prove to be the ideal solution in the long term. 3.Internal marketing is another useful tool. To perform some kind of internal marketing activities, employees will be motivated to serve the customer with a total-customer-oriented manner; their thoughts will shift from "we always do so"to "to win the customers and to be successful, we must do it in the best way."4.Carry out thoroughly investigations on customer delivered value and customer life-time value. Company must fully understand how much each factor of the product and service values to the customer, and how much the company must cost to deliver such values. In the next step, the company must formulate out a workable plan to deliver the maximum value to customer with a specific cost. Such plan will enable to company to identify the most valuable customers, the most cost-effective plan to win them back, and perform good customer relationship management to maintain their loyalty. 5.Salesforce.com, one of the world's most advance customer relationship management software, has been proved to be an excellent tool for promoting the management ability of a company 's sales force. This on-line software makes it possible for all the sales to do registration, arrange sales activities, follow up opportunities, forecasting and reporting, case analysis by logon the Internet 24...