How To Break The Middle And Small Sanitary Ware Enterprises?

With the development of the times, the bathroom industry is in constant development, but the sanitary ware market, fierce competition in the market, like a battle for the throne, but for small and medium sized bathroom enterprises, its advantages as big brands, it would be easy to be eliminated, therefore, make the feasible marketing plan, to establish a reasonable and efficient the marketing organization, the implementation of effective control of the marketing plan, for small and medium sized bathroom enterprises, is one of the methods, not out of the market that small and medium-sized sanitary ware enterprises how to develop a successful marketing strategy?

Bathroom market, survival of the fittest, medium and small sanitary ware enterprises how to break the Bureau (pictures from the network)?

First, sanitary ware marketing features of SMEs

1, close to customers, products, natural market demand. The management structure is simple, the level is few, the operator has the direct contact with the customer, is familiar with and understands the market, the enterprise mostly provides the product or the service according to the market demand, has the spontaneous market direction. This has played a key role in the survival and development of smes. Perhaps because of "understanding" the market, many small and medium-sized enterprises ignore the deep research and quantity assurance of market demand, which leads to poor scientific decision-making. This has also led to some small and medium-sized enterprise - operators excessively favor their products, often ignore products, technology and service innovation, lack of market competitiveness, the primary market orientation often restrict the development of small and medium-sized enterprises.

2, flexible management, ability to adapt to changes in the market. This characteristic is a favorable condition for SMEs to capture market opportunities and adjust product mix or scope of business. But this often makes some small and medium-sized enterprises blindly follow the market because they do not have a clear strategic positioning. A large number of small and medium-sized enterprises, due to the lack of stable business development direction, only seize the surface or short-term changes in the market, that is, in a hurry to make decisions, and often because of myopia and make enterprises in trouble.

3, business operations "small and dedicated, small and special" is the cornerstone of the vitality of smes. Small and medium-sized sanitary ware enterprises are weak and can not manage many kinds of products to disperse risks, but they can concentrate their forces and carry out specialized management by selecting the market segments that can make the enterprises play their own advantages. This is the small and medium-sized, small and fine strategy of small and medium-sized enterprises. Small and medium-sized enterprises are often the only products and technology providers, the market is characterized by: closely related to the way people live, products have personality, products, styles, materials, structures change rapidly. As a result of these characteristics of the industry, it is difficult to arouse the interest of large enterprises, or large enterprises are not suitable for entering the industry, so it becomes the land for SMEs to gallop.

4, the competitiveness is relatively weak, belonging to the market vulnerable groups, vulnerable to market and external conditions impact. Because of the disadvantages of production scale and capital accumulation. The small and medium-sized enterprise labor productivity is low, the production cost is high, the lack of competitiveness in the market, the majority of products and technology to imitate nature, and in the mature stage of the product life cycle or even recession, competition is difficult, and it is difficult to have sufficient funds, technology and sales network of large enterprises to compete. In the economic downturn, the impact of SMEs is particularly serious.

Two, the current small and medium-sized sanitary ware enterprise marketing problems

1, small and medium enterprises living environment is still very grim. Inferior position of small and medium enterprises in the bathroom in marketing is still very obvious, compared with large enterprises, method, marketing, strategy, quality structure and the corresponding marketing organization, marketing channels, outlets and staff are in a disadvantageous condition. Generally speaking, small and medium-sized sanitary ware enterprise marketing initiative is poor, mostly in a passive subordinate position, and some are dependent on large enterprises exist.

2, small and medium-sized sanitary ware enterprise marketing concepts and marketing methods behind. At present, the majority of small and medium-sized enterprises still adhere to the traditional production and marketing, product marketing and marketing concept, marketing organizational performance is low, mostly through a lot of hard targets and regulations to strengthen marketing management, marketing management efficiency is not high; in the marketing method, based on the traditional direct selling and marketing, random orders, ignore the network marketing, green marketing, brand marketing, integrated marketing and other marketing methods.

3, lack of marketing management, lack of marketing strategy. Most of the marketing of small and medium-sized sanitary ware enterprises adopt a market oriented strategy, which lacks strategic planning. The influence of the traditional concept of marketing management, marketing management of small and medium-sized enterprises lack of internal and external coordination, there will be internal and external marketing management organically, only the pursuit of short-term marketing achievements, pay attention to act quickly, no marketing research and marketing strategies.

Three, small and medium-sized sanitary ware enterprises how to develop a successful marketing strategy?

1, focus on advantages, product differentiation strategy. Small and medium-sized sanitary ware enterprise funds are limited, can not be as large enterprises as mass production, and through public relations, advertising and other promotional means or low price tactics to capture the market. The characteristics of small and medium-sized enterprises are more suitable for the production of small quantities and varieties. Therefore, SMEs should locate the market in personalized and unique production areas, and try to realize the differentiation and upgrading of products.

2. Make full use of the external distribution network. SMEs are limited by their strength and often do not have their own sales network. So, for small and medium-sized enterprises, enterprises need the help of external sales network, such as traditional wholesalers and retailers, and large enterprises or by subcontracting, to sell its products with large enterprise sales network, the full use of external forces to sales, help SMEs to increase sales, reduce the cost of sales. And to achieve diversification of sales channels.

3, formulate enterprise marketing plan. The marketing plan plays an important role in the enterprise's planning system. It is worth noting that the formulation of enterprise marketing plan should always be consistent with the direction of enterprise development strategy. The marketing strategy plan is only the starting point of its enterprise marketing planning work. It guides the development of more detailed and complete specific plan to accomplish the organization's goal. Strategic plans or business plans must be developed for all departments, business units, products and target markets.

4, the establishment of marketing as the main organizational structure of the enterprise. In order to carry out the modern marketing concept, the enterprise must change the traditional internal organization structure and its responsibilities and establish a new organization to reflect its marketing concept so as to ensure its normal operation. In the new market concept, enterprises in all departments to meet consumer demand as the goal to arrange their work tasks, to establish a marketing department at the core of the whole department, the marketing department responsible for coordination between the various departments, the use of marketing ideas for enterprises to make business plan. In this kind of structure, the general manager of marketing is selected from the personnel of marketing department, and the vice president of marketing is responsible for coordinating the actions among different departments and implementing the whole marketing. In this structure, the deputy general manager of marketing must take an important place in the top-level decision-making, and have a greater say in enterprise decision-making. At the same time, small and medium-sized enterprises should pay attention to the production of sanitary products and brand integration in the implementation of brand strategy, through high quality products and other comprehensive measures, gradually establish their own brands, brand building process is very long, and excellent products and services is the real key to the long-term success of the brand.