Case Study On The Marketing Team Construction In ASTEC

In recent years, enterprises are suffering from the increasing market competition with the development of economic globalization, the issues of marketing team construction emerged to those enterprises which relied on traditional marketing mode, it’ll be found that they have already lagged behind the rapid market development. And will undermine enterprises’ capability gravely in continuous development provided that they can’t adjust themselves to modernized management concept and mode, How to establish a high efficiency marketing team with team spirit has already become the milestone to enlarge enterprises’ competitiveness throughout comprehensive capabilities, including adaptive capacity, strain capacity and innovation ability.ASTEC continues to adjust company strategy and reorientation to cope with the challenge and opportunity from marketing change, and makes company more powerful to capture the chance of development and achieve rational cost structure. However, company arose lots of new issues in recent years with the development of cloud computing, the lessening of power supply threshold and the changeover of people’s consumption concept, especially on the marketing team construction. Although the management exerted to take measures, still could not intercept from the situation of market share and profit declining, which constrained company’s continuous development.According to case study of ASTEC marketing team construction, utilize the MBA theory to investigate and analyze the phenomenon deeply, seek out the root-cause and obtain the corrective measures and solutions. The thesis selects different cases of ASTEC marketing team from all aspects of enterprise objective management, organization structure, personnel encouragement&training, performance appraisal, effective communication and enterprise culture etc, thoroughly analyzed all the long standing issues in ASTEC marketing team and brought forward the resolutions or threads, and look forward to affording some suggestions and reference for ASTEC to find out the developing strategy which will be appropriated for itself, and further enhance the company’s market capabilities and core competitiveness.