The Research On Marketing Management Of IRIS

One enterprise can achieve continuous development, which not only depends on increasing sales volume, but also on keeping growth rate of profit. Under growing pressure of competition, enterprises have to rely on efficient management strategies and qualified product assurance so as to improve themselves well. IRIS has rising sales volume, since it entered into China market in2003. But growth rate of IRIS’s profit has not been promoted, even in deficit. Competitive advantage of a corporation means its profit beyond the industry average. By contrast, the profit growth rate of IRIS turns lower and lower, which weakens its competitive advantage.This case introduces base situation of IRIS briefly and describes some problems logically, which hinder marketing management of IRIS. The main ideas include multiple sales modes, product condition and enterprise competitiveness. Firstly, author introduces three special distribution channels of IRIS; secondly, both of new commodities and product structure will be set forth; thirdly, according to the current situation of enterprise competitiveness, author will state three aspects:organization structure, staff problem and operation cost, and then analyze the reasons. Finally, author will try to deal with these problems with related theory learned from MBA in an attempt to help IRIS out of sales dilemma.Author focuses on analyzing reasons of IRIS in deficit, providing solution according to IRIS inner situation and improving IRIS management system in order to make IRIS return to profitability and avoid the troubles again.