On Sales Strategy And Its Practical Operation In YDG

Subject: On sales strategy and its practical operation in YDG .Name: Zhang jianjun. Adviser: Professor Zhou xuejun. Specialty: Crop Cultivation. Study Direction: Agricultural extension and management. College: College of Humanities and Development. Application date: April,2004.Dairy products market in China had witnessed severe competition in the last several years, which explains the immaturity of the existing marketing theories. Only several large-scale enterprises have set up relatively sound marketing departments while a lot more small-scale enterprises are still in their early stages.Yangda Dairying Group is a medium-scale enterprise with Yangzhou city as its marketing target. This thesis conducts a detailed analysis of Yangda Dairying Group (YDG) from the perspective of marketing situation, competitiveness and designs four sorts of management strategies through "SWOT". There are: (1) to emphasize freshness of our products; (2) to regulate or innovate inner organizational structure of the enterprise under the pressure of external competition; (3) to introduce green marketing concept by taking advantage of advanced technologies at Yangzhou University; (4) to avoid competition with rivals on room-temperature dairy products. This thesis also reevaluate its sales strategy in order to consolidate local market share and capture the market in the areas around Yangzhou city.Based on the above analysis, the research puts forward sales strategies taken by YDG (1) products strategy. The group further improves the quality of room-temperature dairy products, makes improvement in its taste and package style, and betters the service of delivering products to the doors of customers. (2) price strategy. The group may form price barrier by taking low-price policy in order to resist the intrusion of other brands in the local market. It also takes high-price policy in order to cover the expense of management in the out-of-Yangzhou market. (3) channel strategy. The company actively consolidates and develops sales channels, which can greatly improve the sales volume of its products. (4) promotion strategy: the company spares no efforts to improve its popularity in the local market and other markets as well. Besides, the paper advances green sales strategy and technological sales strategy.The paper ends in the introduction of practice strategy taken by YDG More emphasis is put on the part of inheritance and improvement. Take, improvement part, for example, the paper points out that the group has improved its organizational structure to consolidate the local market; reinforced its supervision and monitor system to ensure the effects of the promotion of its products and bettered its distribution system and bonus system with an aim of inspiring the enthusiasm of its staff.