Study Of Sales Strategy In Broad A/C

With the development of Marketing Economy System in China, the competition between A/C companies becomes fiercer. It is true that the products factor is very important for enterprises, but sales strategy is also very crucial to the development and survival. This research chooses the Broad A/C as the representative sample to the A/C companies. By reviewing the history of Broad and analyzing the historic environment, we reach the agreement that the success of Broad in 1996-2000 was benefit from the lack of power. Now the sales quota reaches the lowest bottom of the history, this research analyses the internal and external factors of Broad, including product characters, cultural sales, competitor analysis and sales characters of this industry. It also combines the PEST and SWOT ways to analyze and induce the characteristics and weakness of Broad sales system. In the end, it expatiates from product strategy, price strategy, channel strategy and other strategies independently to help Broad overcome the bottle neck in sales and change the hard situation.