Summary of the operation and management of the marketing department

Now I am working on the progress of the Hangzhou market and the logistics of the area managed by the company from the beginning of 2019 to the present, the problems, and the next step of the work to report to the company.

I. Operation of Hangzhou Marketing Department

Since the beginning of 2019, under the guidance of the company's efficiency management policy, the Ministry has adjusted the loss-making outlets in the district according to the actual operation of the outlets of the districts, and has removed the eight major outlets. Five outlets. The newly opened outlets follow the company's benefits, careful and detailed adjustments, accurate judgments and estimated guidance requirements, and strive to control the operating risks to a minimum in the early stage, so the newly opened stores are basically profitable. At present, the actual operating network in Hangzhou market is 46. The sales volume has increased from about 350,000 before May to the current monthly output of about 550,000, with an increase rate of about 57%. The actual operating efficiency of the market is gradually improving and improving.

Second, the management status of Hangzhou Marketing Department

The management of the district management is clear, and the business of each district can be clearly defined in terms of the operation of the district, and it can be carried out in an orderly manner. The basic functions of returning, customer maintenance, promoter management, and promotion activities can be implemented in place, and the business development has a division of labor. cooperation. In addition to strengthening network management, I personally focus on information collection and new outlet development.

Third, the logistics management of the region

1, the warehouse

After a period of digestion and adjustment, the warehouses in the regional warehouses eliminated the stocks deposited by the brand, and the company actively eliminated the inventory formed by the brand. Inventory formed by unstable brand quality. Under the coordination of the company, the brother market Shanghai, with the help of Taizhou, Jiaxing inside the region. Huzhou has worked hard to digest most of the stocks and currents that were precipitated in the previous period. The inventory of warehouses was controlled at around 1.2 million at the beginning of the year.

2, brand combing

After adjustment and digestion, it began to form a brand structure suitable for sales in the region.

3. Drivers, finances and other logisticians are basically responsible for their duties, performing their duties and completing the tasks assigned by the company and the company.

Fourth, existing problems and analysis

1. Large customers have a large package. In December 2019, the chain supermarkets in the supermarket market advocated supply and marketing operations. The average input-output ratio is more than 60%, and the cost accounts for more than 40% of the entire market, which has become a big burden for market efficiency management.

There are several reasons for this: a. There is a little bit of financial crisis. b. Advocating the relocation of a restaurant around the store, causing a decline in c, Di Cai, Dabao, and Dr. Dent, etc. d. Brand adjustment leads to the loss of some customers' e-mailers' mentality and enthusiasm. Corrective measures, because we signed a two-year contract, we have already communicated effectively. The client has promised that the second year of cooperation will not be bound by the original contract. I can re-talk about this year’s cooperation because of the store contract system, profits and expenses. Has been allocated, so the cost adjustment space is not, but the sales improvement factor in a di color, Dr. tooth re-introduction b. The system is followed by the traditional peak season c promotion activities in the second half of each year.

2. Several other small loss-making outlets have actively communicated and used the withdrawal to terminate the loss.

3. The burden of multi-brand adjustment is heavy, which brings a lot of work and pressure to the supply management and marketing work. Due to the frequent introduction and elimination of the brand, the loyalty of the brand customers is reduced and the enthusiasm of the promotion work is affected. Therefore, it is recommended that the company be organized. Stable brand architecture, development of brand elimination and introduction mechanisms.

4, the existence and processing of the current product, that is, the product has existed for a long time, has become a factor affecting the company's efficiency, that is, the reasons for the formation of the product: a, unreasonable to the goods, the first-line sales staff and business personnel pay attention to not enough c seasonal products Unreasonable quality d quality unstable brand e warehouse personnel have no training and general operating manuals and standards that can be relied upon. Therefore, it is recommended that the company display in the warehouse, the distribution and management of goods, the stocking of seasonal products, the management of products and Processing, product loss processing, develop a set of operating manuals, so that each warehouse can follow the basic basis, rather than each person manages according to their own ideas.

5. The status quo of market competition. As there are more than 20 terminal suppliers in Hangzhou, the competition is fierce, and the fee collection is more inclined to partial pay and full pay, which leads us to obtain information at the earliest in the competition, but ultimately because of the cost. The payment problem has lost many stores, and it has been difficult in the market development. In the end, we only rely on customer sentiment, relying on information and speed, and relying on brand strength to win some outlets.

Next step

1. Continue to adhere to the principle of effective management, running through the market management and management, warehouse product management and logistics distribution office, etc.

2. For the adjustment and digestion of the brand, strive to complete 12 copies before 2019, often go to the warehouse to understand and supervise the inspection.

3. Losing outlets strive to adjust before December 2019

4, the processing of the current product, according to the discovery of one to deal with one, do not make the problem stay and backlog, strictly control the number of seasonal items

5. Adhere to continuous and effective development to ensure continuous improvement.

6. Focus on the company's newly opened channels, Yangtian and Pharmacy Chain Group, and strive to contribute to the company in the breakthrough and attempt of the channel.