| M Group is a mobile communication network optimization equipment suppliers andintegrators. In the macro environment with the high-speed development of mobilecommunication industry, M Group is developing rapidly and expanding constantly, becominga domestic industry leader, and it successfully listed in Hong Kong Stock Exchange in2003.With the industry competition and M Group’s rapid expansion of the scale, the managementhas noticed that the group’s sales revenue is in the growing，but at the same time, a steadydecline in margins.In order to improve M Group’s operation, this paper made a diagnosis through thefishbone diagram analysis method and survey method. It was based on the sales management,and referred to the diagnostic experience of domestic and foreign enterprises, combined withthe industry characteristics and enterprise status. The diagnosis’s result is that these problemssuch as the organizational structure and the performance appraisal program, will cause theuneven distribution of the customer structure, the adverse to promote strategic products, thelow operational efficiency and the high sales charges. And finally, a declining margins. Thenaccording to the Group strategy and market conditions, the optimization of the salesorganization, performance appraisal, etc, the paper wants to provide substantiverecommendations in order to enhance M Group’s sales organization performance and achievethe sustained and healthy development.The paper is divided into five parts, namely the introduction, the review of M Group’sdevelopment and its internal and external environment analysis, the diagnosis of M Group’ssales management with scientific theory and method, the optimization suggestions proposedthrough the strategic target and the inner and outer environment changes, finally theconclusion.The paper is combined of theory and practice, and its pertinence, practical and themaneuverability are all strong. For the M Group’s sale management innovation and long-termdevelopment, the paper has the strong guidance meaning and reference function. To othercounterparts in the domestic, it also has the reference valve. |
