The key point to solve the problem

An enterprise with a successful gene always knows how to gather strength to surpass its opponents in the key points of success. The problem of the enterprise in the case is precisely the lack of a deep understanding of this, not at the key point to come up with effective strategies and organizational structure to ensure that the implementation of the strategy. The advice of the CFO, marketing Director and product director is http://www.aliyun.com/zixun/aggregation/7432.html "> problem-solving, but their focus on the problem is focused only on the local, And each of them according to their own "correct" problem put forward "correct" solution. This argument is far from the key point, "chaos" is the inevitable result.

Assuming the business is in the right direction, the key issue for this enterprise looks like two: the lack of competitive advantage of the product and the lack of effectiveness of the sales strategy. Compared with these two issues, the cost of the problem is secondary, not to solve the product competitiveness and sales strategy of these two issues, enterprises can not escape the fate of failure, the meaning of cost control is most reflected in the road to death, its pace can be slow.

Bricks。 In the above two key issues, to enhance the competitive advantage of products is the first problem to be solved. The marketing department and the product department are blaming each other for the fact that the marketing department complains about the lack of competitive advantage and the inability to meet customer demand. The product department, in turn, complains that the demand from marketing is unrealistic, that the two teams have not yet formed a tacit understanding of each other, and that the two teams lack a deep understanding of the interaction between products and sales- Research and development behavior must be the same as sales behavior, in the first line of actual combat to achieve empathy and synergy. From this point of view, originally in other companies as Financial Controller and chief executive director of the company's product director Liao can not help but let people have doubts: in the product development experience and sales experience both scarce, how he led the product department, to develop and market demand for product strategy, and do a good job in product development and management? To solve this problem, I am afraid to start from the organizational adjustment, looking for market acumen and marketing experience of the new product director. At the same time, in order to avoid the internal consumption of product team and marketing team due to the different focus, the product team and marketing team can be unified in the incentive mechanism through the performance synergy method, and the internal friction will be transformed into resultant force.

As for advertising and other sales strategies, the problem is more to be considered from the positioning of products: The company's products and competitor products, the main difference is what? Is this difference not a customer's value? If it is, how to through advertising, public relations and other means of communication to the product of the difference between the accurate and vivid transmission to the customer, but also consider through what kind of direct marketing or distribution mode to penetrate the market ... These issues require in-depth analysis of products and markets to make decisions. If the product difference is not obvious, then more should be from the direct sales and distribution mode to make up.

(Starting in: financial sector, management, November 13, 2007)