| The key to perform successful sales management is that make special sales strategies respectively for dedicated customer according to the products feature. This paper focus on the research on WM company sales management improvement, is of great significance and has a certain reference value to the innovation of WM company’s sales management and the similar small business.WM company is specializing in designing analogue integrated circuit. In recent years, it has been growing at top speed, however, with the increased competition in this industry, the fast change of the market and the shortening of the product’s lifecycle, in 2014, sales turnover of WM sharply declined. Though the issue caused by the external reason, but the internal sales management problem is the main cause.This paper is on the basis of dividing VM’s production lines into two primary production lines, using marketing management theories,such as fish-bone diagram, analyzing the marketing management of WM, interviewing method,combined qualitative and quantitative analysis, we found that some problems under marketing structure and two production lines sales team, these problems lead to poor market promotion and less communication, causing dropping of sales turnover, and meanwhile, same method of market management is unavailable to make the two production lines working complementarily. Under this situation, it’s difficult for WM to develop healthy.To solve the common and individual problems of the sales management for the two production lines, this paper analysed the main feature of the two production lines, the different corresponding markets and the different developing period, considering strategic target and strategic competition choice, we suggest improvement of sales organization, and sales channel management, sales team building, to guarantee this optimization, there are some plans following. We hope these suggestions can be useful for raising of sales turnover and better marketing management. |
PDF Full Text Request