| Civilian managed enterprise is one of typical Economics Model formed during the process of the reform of Chinese Economical system and the economy development process. Xin Tao Company is a small size civilian managed enterprise. It founded and grew during the private economy development process. It is a tipical sample of private owned company.Xin Tao Company has been developed for about ten years, but the sale income is not satisfied, the growth is slower than other companys in the same industry area. Why the company goes into such an embarassed situation?The author of the thesis is one of the employees in Xin Tao Company. He has eight years of sale experience in the company. Based on the research and analysis on the hot melt industry for many years, he grasped the current situation of the similar industry. He analyzed the threads and the opportunities in the market, as well as the strength and the weakness of Xin Tao Company. Based on the analysis result on company resources and market conditions, he breakdowned the product categories and re-defined the target in the market. He proposed the 4Ps sales strategy proposal. This is a case to practice what was learned from MBA course to solve the problems in sale market. |
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