英国MBAdissertation指导范文：关于乳品业企业内部分析Dairy industry internal marketing analysis of key indicators

0 Introduction
背景

Marketing analysis of its core objectives is to " data integration , decision support " its greatest value lies through data analysis and mining , quickly changing data into meaningful and practical value of information, intelligence , knowledge, accurately identify potential law , predicted the development trend. For enterprises to provide effective decision support . Thereby enhancing the core competitiveness.
市场营销剖析其中心目的是“数值整合、匡助决策”它的最大价值在于通清点数目据剖析与开凿，迅疾将短时万变的数值资料转化为具备实际意义和实用价值的信息、机密、知识，正确发觉潜伏规律，预先推测进展走势．为公司供给管用的决策支持．因此增长中心竞争力。

1 overall marketing status indicators
总体营销状况指标

"One-third of Technology, seven management, twelfth data," The quality of basic data collection decided to analyze the success or failure . Enterprises operating data acquisition and comparison with the same period of indicators , and program evaluation index contrast, can clear the functioning of business , business management guidance , adjust business strategy . Enable enterprises to adapt to market changes in the complex , and enhance competitiveness. Striving for economic efficiency. Common key indicators : sales complete index , completed sales targets, profit targets , profitability indicators , the per capita profit contribution rate and other indicators.
“三分技术，七分工管理理，程度极深数值”，基础数值搜集品质的好坏表决剖析的胜败。公司经过打理数值搜集，并与同期指标相比较、与规划考察审核指标相比较，可以清楚公司打理运转事情状况，引导公司打理管理，调试公司打理策略．使公司适合市场多而复杂复杂的变动，加强竞争有经验．争创经济效益。

2 Product Specifications

2.1 Product Structure
Product structure adjustment is the enterprise to achieve the desired objectives. And the combined state of the product to adjust activity. Including multi-product enterprises to adjust the relationship between the products in various proportions , out of some products , adding new products and product upgrades . Single-product companies change multi-product enterprise , multi-product companies to change the form of a single product enterprise . Faced with an increasingly changing environment and conditions , smart businesses are always active to accept the challenge and quickly adjust product structure to meet the requirements of customers and their own interests . Product structure adjustment principles: ① high-tech ; ② cost ; ③ differentiated marketing .

In the dairy industry . Can be divided in various forms . In terms of composition and manufacturing process can be divided into market milk , condensed milk, milk powder, butter , casein and lactose, yogurt drinks, cold drinks , cheese ring ; population can be divided by the consumer , such as infants, students, pregnant women, adults, Ms. , middle-aged series : Press packaging bags can be divided into series , iron cans series, boxed series , cup series , pillow series, bottled and other series.
Dairy classified in many forms . No matter how divided are derived from market segmentation needs. In actual operation , the enterprise in accordance with the Dayton wave soil matrix ( Figure 1 ) principle , often based on market conditions and market share growth rate of the product into infant classes , Star Class , Taurus classes and skinny dogs . Marketing direction for the adjustment of product structure adjustment . Enterprise resource allocation adjustments. This is to determine the future direction of product development and market channel development foundation.

2.2 single product
Enterprises can not expect his products are always popular. Because a product on the market sales and profitability are not binding. But with the time change. This change experienced product birth, growth , maturity and decline , rather like the same biological life course , called the product life cycle ( Figure 2 ) . Product life cycle is the product from entering the market to exit the market experienced market life cycle . Enter and exit the market marks the beginning and end of cycle . Based on product sales and profit growth over time . Correctly judge the product at what stage of the life cycle . The enterprise to develop appropriate marketing strategy is very important. Companies need to make enough profit to compensate for the introduction of the product and all the efforts made ​​to withstand all risks . We must seriously study and application of the product life cycle theory . In addition . Product life cycle is used to describe the product marketing personnel and marketing methods of operation a powerful tool.

3 regional targets

For enterprise sales management . On the surface . Is the marketing staff loves the customer's sales skills play a role. Essence of enterprise sales management support issues. It's like two armies confront each other, regardless of offense and defense . Total inevitably some fight, bayonet effort is salespeople selling skills . But the bayonet is the ultimate melee combat , to avoid the edge , play to their strengths , before a commander of the strategist, offensive and defensive strategies , and so thoughtful content. Specific application to the sales aspect is how to divide sales territories . How to choose the key customers, sales channels and how to network layout . And the possible existence of opportunities for insight . Sales area is assigned to carry out the work of a salesperson or a group of customers geographic area . Sales zoning corresponds to the choice of enterprise sales target regional markets zoning is not only to focus the target area to be selected , how much space . More important is that companies own characteristics and advantages are better adapted to the challenges of these markets and competitive environments. In reality many companies blindly just to see the breadth of target regional markets , the capacity of the regional market , but ignored the target regional market entry barriers , cultural standards, psychological issues such as standards and purchasing behavior . Thus underestimated due to competition caused by market failures or operating reeled .

4 Customer Indicators

Companies continue to increase the " customer-centric " strategy application depth process, not only can protect the operation and management of enterprises in the well absorbed , the use of customer -oriented philosophy. And to achieve customer loyalty , satisfaction and other aspects to improve . Reflects good market returns and excess , stable profits ridicule . Therefore . Necessary to select the most profitable customers and to the provision of services . This is the focus on the customer's choice and service issues. Large and small, customer relationship management data will be "Pareto Principle " as a golden rule . Ie 20% of the most valuable users in creating 80% of the value . This has been verified by many successful companies : the same . 20% of salespeople produce 80% of the sales contribution . Case. Companies need to focus on the 20 % of key customers. And provide excellent sales service . Select key customers is based on the customer credit , strength, willingness to cooperate and other indicators to divide customers . Partner to do take and give

5 sales index funds

Selling expenses is an enterprise product sales process throughout the various costs incurred . Includes corporate costs of transportation costs , handling fees , merchandise discounts and other projects. From the point of view of income and reduce expenditure . Sales seem more stringent financial controls . Sales profit more. In fact, not always the case, we need to note is that only with the sale of investment in order to ensure sufficient sales goals. Especially for in rapid growth of the enterprises must ensure that the necessary sales investment. So that it can achieve efficient output ratio might enterprises must avoid sales growth and sales growth in funding for the same . Or sales growing faster than sales growth funds rate undesirable phenomena.

Sources and costs through cost breakdown statistics can help you effectively analyze the reasonableness of expenses and effectiveness . Clogging sales unreasonable expenses but to pay attention . Sales cost savings if there is no management assessment standards as the foundation is an empty talk. For sales funding assessment. Many companies have entered the stage of change management . Standards often refer to sales contribution funding level , business area , product and other indicators of the degree of maturity and change , so sales have truly assess the possible

6 profit targets

Enterprise manufacturing cost of goods constitutes a " supply price ." The marginal utility of goods for consumers constitutes a " demand price ." Both produce a compromise through the market "market price ." Manufacturing costs and the market price there might be a difference between this difference is the excess value , is profit , that investors are most concerned about indicators. Simply said. Profit = Revenue a fee . Companies concerned in the actual marketing profits ( value ) contains the product structure profits, a single product profit , regional profits, customer profitability , sales and other direction profits. To analyze the actual operation of the product and other indicators of gross profit and gross profit margin . Depth analysis of the object can be observed to assess the proportion of sales and profit contribution to the relationship , the relationship between cost of sales and profits , etc., of the relationship in which the data is a very meaningful event . Figure 3 is the proportion of product sales and gross margin analysis . It can be seen sales of enterprise products c accounted for 12%. Gross margin was 42% , a good sales performance , gross margin larger space. Business growth is a better product . While product sales accounted for 8% of E . Gross margin was 19%. The product should be of particular concern , such as by the dairy industry industry gross margin analysis . Most likely in a negative operating profit.

7 Sales reached Factors

Sales reached factors including production, logistics, human resources, finance and other aspects of operational quality . For example, a need to focus on the production of A, product quality problems a number of monthly customer complaint , customer complaint costs ? B, the actual delivery orders and the actual difference ? C, device status and utilization of how D, production cost control how ? 2, the logistics need to focus on the quality of service logistics system , delivery is timely ? service attitude ? capacity matching rationality how ? logistics costs how ? 3 , human resources, human resources concerns whether the system can safeguard the regional sales staff supply ? benefits for business staff appraisal system and implementation of sound how ? 4, the financial aspects of a clear focus on customer current account status , customers buy gifts expenses and other expenses of the cash market, whether the situation in a timely manner or arrears ? timeliness of financial data provided and other issues.

8 sales channel indicators

Sales channels and network layout is equally important. This usually corresponds with the sales area to be divided . As your business grows . Sales expansion of the scope . Natural building sales channels and generate demand for network layout most of the British companies operating in the dairy . Enter a new market in accordance with established principles of law, be managed and rare. More emphasis on how to adapt to new regional markets . How to quickly open up the situation , most of the first open market , and then to channel management . In this , but stressed that the first open market good. But companies must be the first step on sales management , pre-established plan . In order to avoid the more optimistic about sales . Channel more chaotic predicament. In the design of sales channels , we need to focus each sales region the distribution channel customers , customer coverage , potential customers and clients have covered the ratio ? Each sales channel sales situation a sub regional products and other factors.

9 Conclusions

1, for the marketing metrics within the enterprise data collection, storage , processing , processing, analysis , and in an appropriate manner to the timely release of the results of the process is about managing personnel door integrated arts . Is needed based on computer and network environment . By the statistical and management technology as a support , with the help of advanced information technologies. By computer-assisted analysis system to be completed.
2 , the enterprise in the actual operation, the environment should be based on different market positioning, the different ways of management , utilization in the index should be emphasized.