The business operation mode of FOTILE
Market research plays an important role in marketing system. First of all, it is a part of the market information feedback process, to provide decision makers on the then marketing mix effectiveness of information and necessary change clues; secondly, it is a basic tool to explore new market opportunities.
The understanding of the research in the whole system of marketing position, we know, simply said, market research refers to the planning, collection and analysis cf relevant data and marketing decision and the analysis results to the management process cf communication.
FOTILE kitchen, as the well-known kitchen companies, since its birth, has always insisted on doing market research, two kinds of important role to comprehensively implement the investigation, especially made some achievements in the application of market segmentation research and product research, FOTILE products especially the hood “always makes people drunk spring”.
One,Description function of Market Research
The descriptive function of market research is toe collect and present facts. For example, what is the historical sales trend in an industry? What is the consumers attitude towards an existing product and its advertising? By contrast, we can find out whether the strategy of the enterprise is consistent with the historical sales trend in the industry or the opposite? Are existing products to guide consumer demand or to cater to consumer demand? Are advertising appeals and brand displays a distinct impression on consumers at night?
Remember when FOTILE kitchen was first established, it was ready to enter the kitchen industry. But the specific decision maker has made a difference. It is just at the end of 95 at the beginning of 98, kitchen products are in the stage of introduction and development period, but in the traditional products such as lampblack machine, gas stoves have been gradually in the development stage, and the competition is very fierce, the entire eastern region of Zhejiang is standing, and Sacon boss three Ding Li, accounted for nearly 70% of the market share, but the product is updated period, the opportunity also catch up from behind; and new kitchen products such as a microwave oven is just entering the market Chinese, also no leading brand in the market, market opportunities. is to enter the microwave oven industry or soot machine industry? Finally, or once in the east coast as the main body of the nationwide market research and in-depth visits to industry lampblack machine industry and microwave oven on behalf of companies and enterprises to fully let FOTELE rookie, decision-makers determined to enter the lampblack machine industry.
Behind the fierce competition lampblack machine industry is more hidden opportunities: many of the products have a drop of oil, oil spills, noise, etc. resulting in small suction weaknesses, the shape and appearance of tine products and the development trend of the consumption trend and serious deviation; and to break his soldiers is a rookie Galanz microwave oven industry holding must come up with something of the life and death determination, and perfectly grasp the trend in consumption, on the surface of a great opportunity is actually little chance.
In fact, when the market of lampblack machine overcomes six major weaknesses formed their own distinctive selling point “and more easily cover electric separation” of FOTILE products quickly as the black horse like fleeing into the market, to win customers, to win the market, quickly soared to second in the industry.
Two, market research diagnostic function
The second function cf research is diagnostic function, which refers to the interpretation of information or activities. What is the impact of changing product packaging on sales? What impact will the product ’ selling point’ have on the product? What do you need to improve for the present product? in other words, how can the product or service or prevision be adjusted to better serve the customer and potential customers?
At the launch of FOTILE completely overcomes the “big six” weakness “and more easily cover electric separation” of FOTELE products, constantly adjust the diagnosis, has launched a computer control, VFD display, automatic alarm type gas and for Shanghai, a small kitchen and between a certain power and suction force between deep type and thin “sub deep type”, constantly self sublation of self renewing cripple”. FOTILE products gradually into the people’ families, and form its own distinctive unique features.
This is the FGTILE people are most proud of. However, everything has its advantages and disadvantages. On the one hand, 1t shows that its products are deeply rooted in the hearts of the people, and on the other hand, it shows that the image of FOTILE products is aging and assimilating. According to statistics, as long as three years, FOTILE’s main model is @ machine, creating a single product for three consecutive years of China's best-selling miracle. By the end of 99 to early 2000, FOTILE has made @ type machine at this time distinctions won in battle has become a further development cf FOTILE’s obstacle. A number cf small businesses and other competitors have begun to mimic the shape and shape of FOTILE’s main models. At that time, FOTELE was almost in the shadow of his success and almost confirmed the “people's words” that “success is the father of failure.”
As individuals, business is the same. Failure is not difficult to cross, it is beyond the existing success. Fortunately, FOTILE at the end of 99 and early 2000 conducted a nationwide brand comprehensive investigation and diagnosis, deeply aware of the pitfalls of success, rather than let the opponent to kill myself, “as their own death”. So decisively to cripple, continue to sell several of the most popular Q type machine for special offer and adjus
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