What is "excessive efficiency" to impede the creation of brand value of the future "efficient management"
Last time I took up examples of "Blue Note" and "Tsuya bookstore" as a concrete example of "re - editing brand value". "Re-editing brand value" leads to a business strategy that creates customers of the future and creates the future of the company. However, shortly after the Lehman shock, the short-term performance-based policy may make it difficult to realize innovative strategic change and business concept. For this time, I would like to think about why re-editing is necessary by digging down from the aspect of management tasks of the company.
"Create a new brand value" = "Create a future business"
Mature society with no failure regardless of which product you choose. In such a period, many companies are entering a turning point of business as it becomes more difficult to build overwhelming brands with product power alone. In order to bring about a paradigm change from product-centered business to business centered on customer emotions, it is necessary to rebuild the brand that fosters a connection with consumers.
One of the solutions for that was "re-editing brand value" mentioned in the last article. By re-editing stocks of value accumulated in companies and brands, this is to shake the emotions of new generations that have not turned to products until now, evoke new actions. If we can change this behavior to sales, we can also see the possibility of business leading to the future.
Factors that inhibit new value creation are "excessive efficiency" management
Many Japanese long-selling brands have grown by offering good products to the world. However, despite the fact that the era of being chosen only by performance is over, many enterprises have not been working on the review, despite entering a new era in which to review the business model that has been continuous and continuous, It seems that there are many companies focusing on "how to sell products of the product to customers".
There are many people feeling stalemate, why can not we move on?
I think that one of the major factors is in short-sighted marketing and management symbolized by performance-based personnel and shareholders' capitalism.
As a result of thorough and efficient management after the Lehman shock in 2008, Japanese companies have secured profits by cutting waste. When a major change in the economic situation occurs, it is natural that you do not waste it by reexamining your past projects, and you should preferentially drop funds to those directly linked to sales and profits. However, at the same time it is also necessary to sow seeds of business that looks ahead. Because cost reduction and efficient management are the means, not the purpose.
However, if we look at the reality, it is likely that there are many cases where it is not possible to stand up to pursue short-term results and confront the transformation of innovative strategies and bold business strategies. I think that it is not only the company's site but the management layer, including the management side, that it is impossible to carry out the actions / measures that considered the future of the medium and long term, and it may be a structural problem of the Japanese society now.
■ Efficiency Management objectives = Management evaluation focusing on measurable indicators · KPI
diagram A
■ Efficiency Management Sneaked = Brand Value Creation of the Future
B
What are the factors that determine the value of the brand in the future?
It is a comfortable season, and women who enjoy fashionable autumn stand out. Long skirts such as pleats, plain wide pants, straight and slim denim .... The bottoms of women in their 20s to 40s in the city are diverse. There is nothing much that jumps out, and every bottom looks almost the same proportion.
Some people are conscious of the trend, others because they have more emphasis on what suits them better than that. I hear that skeletal diagnosis that leads designs and materials to match from 'texture of body and character of line born with' is topic. It seems that consumption trends focusing on my taste and lifestyle are getting more and more advanced.
After the emphasis on "freshness" in the rise of fast fashion, there was also a topic such as the tide of "Nome core" and the book "Frenchman has only 10 clothes", the "slow" orientation also expanded. This autumn fashion has different glossiness from 'Ultimate Normal', but it seems to inherit the norm core and slow orientation, seeking quality and goodness on the material and detail.
Manufacturer Retail industry type was the mainstream fashion industry. What has been emphasized was MD (product development plan) of what, when, and how much to put in. Improvement of accuracy of MD is indispensable for enhancing profitability. Is not it the most important element to decide the value of the brand, a polite product plan that should be the premise of MD, what to make and how to make it.
the price of Web Site
When developing or renewing the WEB site, the most concerned is "price".
When asking a web production company for estimates, there are cases where a difference of several hundred thousand yen is produced from hundreds of thousands of yen. Therefore, the voice of the person in charge of WEB who feels that it is not understood why this difference is born, what criteria should be chosen is often asked.
Various factors are involved in the quotation of WEB production. Just because you got the cheapest estimate, if you choose the production company easily, you can cause troubles such as additional costs to be incurred later or not being able to obtain the desired product.
Here, we will explain in detail the points to be noticed when estimating from the way of determining the price of web production.
decide the price of web production. Quotation method and 4 points to check
WEB production cost is not quoted
As a premise, there is no market price for Web production. When searching on the Internet, information on the market price comes out, but this is only calculated based on the minimum cost necessary for web production, such as design and coding.
Why is not the market price of Web production cost fixed?
The reason for this is that the conditions necessary for the development of the WEB site are largely different, depending on factors such as the purpose, scale, required function, delivery date, production system, etc. of the WEB site, which can not be said unconditionally.
Therefore, in order to know the Web production cost, accurately clarify the conditions such as "what purpose web site should be produced, what kind of specifications should be produced indefinitely," and accurately estimate the web production company There is no choice but to take.
However, even if you ask for a quotation after deciding the specifications, there are cases where the amount presented varies greatly depending on the web production company. This difference arises as a result of differing ways of deciding prices depending on the company and different judgment as to how to construct the WEB site.
Four points to be confirmed with the estimation method of web production
So, what kind of point should you be aware of when asking for quotes on web production?
There are four points to be confirmed: "factors determining the estimated price" "difference in estimation method" "breakdown of estimate" "what should be considered in estimation".
From here, let's take a closer look at each point.
1. Three factors that determine the estimated price of web production
Estimated prices for web production are determined primarily based on three factors. By understanding these factors correctly, it becomes easier to understand the estimate contents.
1-1. Production system
It is the production system of the web production company that most affects the estimated price. There are two types of regime, "Outsourcing system" and "In-house production system", each of which has advantages and disadvantages.
The outsourcing system is a system where the web production company carries out the direction and actual production is ordered from a partner company or freelance outside the company. Because it is possible to assign optimal members according to the requirements of the project, it is an advantage that you can broaden the range of correspondence.
On the other hand, there are many cases in which extrinsic expenses and margins are added to a large extent, so the estimated price tends to be set higher. Also, since we will communicate with the subcontractor with the web production company in between, we may not be able to produce the deliberate idea unless we convey accurate information.
The in-house production system is a system that all employees of web production companies, from direction to production, do. Relatively price negotiations are also easy, and there are many cases where you can flexibly respond to modifications.
Meanwhile, since production is done by the staff inside the company, the skill is fixed, and there are disadvantages that the range of suggestions and output tends to narrow.
It is important to select a web production company with a suitable structure according to the scale of the web production and budget.
1-2. Accuracy of planning
The accuracy of planning also greatly affects the estimate price.
"We would like to make 20 pages of web site" and "We wanted to create 20 page worth of corporate website for the purpose of requesting documents, introduce CMS, operate on our own media and IR information by ourselves Let's say there was a request to "I want to go." If it is a rough estimate request like the former, the width of the system development specification will be too wide, so we can not expect an accurate estimate. By notifying the requirement and the image of the site in detail as in the latter, you can get estimates for products that are close to ideal.
Besides, are the manuscripts to be posted on the homepage new or created? In that case, the price fluctuates also depending on role assignment planning such as whether the ordering side creates it or the production side creates it.
Even for images, the amount will change dramatically when shooting by a professional photographer and when using image material (rental positive), when using free material, when shooting at the orderer side.
At the quotation stage, what kind of web site is produced and for that purpose what is necessary is specifically clarified, so that it becomes a highly accurate estimate.
1-3. Calculation method of production content
If it is a small scale web production, the estimated price is calculated by the unit price of design per page and coding / development expenses.
However, if the project is a long-term project with a development period of several months, we must secure resources for the personnel involved in the project for that period of time. Therefore, the estimated price will be determined by how many people work for how long.
This is called man-hour, and it is expressed in units of one person day (person's labor cost per person) and one person month (labor cost per month per person).
Next, I will explain in detail about these unit prices.
2. There are two kinds of estimation methods for web production
As mentioned above, there are two types of unit price calculation methods for web production. It is important to understand each feature, merit and demerit, and select a more suitable web production company.
2-1. Unit price per page
When you create a small web site, it is often the estimate of the page unit price.
It is an image of things with less update frequency and few pages, like a web site that publishes information on a single landing page to be used in WEB promotion and information on restaurants and hairdressers.
In the estimate of the page unit price, it is calculated by multiplying the unit cost of design cost and coding cost by the number of pages. In addition to that, the direction cost and image material cost etc may be generated. Basically it is a low price, it tends to be able to deal with short term delivery.
Although it is a simple and easy to estimate method, on the contrary, it means that the production side is responsible only for tasks within the specified range. I can not respond to requests such as "I first said this, but I made this function after all". Regarding function change and correction, we will separately make estimates and pay additional costs.
Since design and coding which are good at WEB production company are different, by judging based on the production result etc., it will be finished as ideal deliverables.
2-2. Unit cost per unit
Projects such as large scale WEB development and system renewal are often estimates of man-hour unit price.
It is an image of a dynamic and large-scale site where conversion occurs like an EC site or job information site.
In the estimate of the unit cost, we will calculate the working time for each process or job type, and decide the price based on the man-hours involved in them. Since the contents described by the author's rule are different, you will receive the impression that it is unclear and hard to understand.
However, there are many uncertainties when it comes to large-scale web production, and it is extremely difficult to accurately identify work contents at the estimation stage. Therefore, by describing man-hours for each process and job type, it also means that it corresponds to uncertainty factors that can occur at the time of production.
In the situation with many uncertainties, the web production company will submit an estimate that gives room for the man-hours, taking into account all risks and possibilities. Therefore, there is a possibility that an amount higher than expected may be presented.
It is important to determine the detailed specifications as much as possible at the estimation stage so as to eliminate discrepancies in recognition between the client and the producer. Let's do our best, such as having the web production company prepare a proposal, or by matching preliminary meetings.
3. Breakdown of expenses incurred in Web-based production
In the estimate of web production, man-hours and expenses for various items are stated. I will explain five representative items here, so let's understand the contents of each and make sure the estimate is correctly judged.
3-1. Direction Cost
Operating consideration of WEB director is the direction cost.
The WEB Director is a human resource managing project progress, and it has a wide range of subjects such as project planning, specification formulation, contact point with the customer side, participation in meetings, work instructions to designers and programmers, schedule management, etc. I will cross.
Since it is not actually creating a website, it may seem that the WEB director is not necessary, but if this position is not prepared, the project will collapse.
First of all, designers and programmers can not undertake work without knowing what to do in order to make it the desired web site. If we pursue development based solely on a rough request, it will be a deliberate deliverable that does not achieve its purpose. And because schedule management can not be done, the possibility that the delivery date will be delayed greatly increases.
The role of WEB director becomes more important as the scale of development increases, and the direction cost is generally recorded between 10% and 30% of production cost.
If you judge that the direction cost is high and negotiate a discount, the web director will shorten the time involved in the project, so please be aware that the quality of the deliverable may be lowered.
3-2. Design Production Cost
Operating consideration of the web designer is design creation cost.
Working widths are wide, such as formulating the screen composition of the web site, creating the design of the entire site, creating logo and button designs.
WEB design is the best element to decide the impression of the site. No matter how wonderful information is posted, if design is difficult to see or it is not cool, no one will access it. Let's judge by focusing on whether ideal deliverables will be completed rather than judging by only the amount.
In design, the taste that we are good at by web designers varies greatly. Let's choose a production company that can make the best design to fulfill the purpose of the web site by requesting a competition or comparing the production results.
3-3. Front end development fee
Operating consideration of web designers and programmers is front-end development cost.
The front end is the screen that the user sees on the browser. We will finish the design created by the web designer on a web page using HTML, css, java script.
Depending on the browser such as IE and Chrome and its version, the implementation method for correctly running is different. Therefore, as the number of target browsers and versions increases, the difficulty level increases and the cost increases.
With access analysis tools such as Google Analytics, you can invest cost-effectively by checking the user's browser and version share ratio and deciding which browser to handle.
3-4. Back-end development cost
Operating consideration of programmers and system engineers is back-end development cost.
Back end is programming that performs processing to run the WEB system. Using a programming language such as PHP and C language, we will build a correctly moving WEB site.
Let me give an example that makes the image a little easier. I can do shopping at the EC site because I develop it at the back end. If it is only the front end, it is like a catalog showing only images and explanations of products. Because there is development of the back end, it is possible to put items in the shopping cart, enter credit card information, and purchase it.
As the number of functions you want to implement increases, the more you estimate the higher the estimate, so you have to carefully select the really necessary requirements. In addition, there are cases where there are multiple mounting methods with the same function, so if you want to keep costs down, you may want to ask WEB director or system engineer to present an alternative.
3-5. Browser verification fee
The cost of checking whether the completed web site runs correctly on the browser is the browser verification cost.
Bugs found in browser verification will be revised again. As long as there are not much bug fixes, no additional cost will be taken.
Although it is correctly displayed on Chrome, there are many cases in web production that IE collapses occurred in IE. If the display collapses or does not work properly, the created web site will not make sense. Therefore, you should schedule the verification period and correction period beforehand with a margin.
4. Two points to consider when estimating Web production
In WEB production, I can not say that it is entirely up to the production company. The ordering side takes responsibility and cooperates and progresses, and the product with high quality is made for the first time.
In the estimate of web production, eyes tend to be as much as about production cost, but let's move on considering the next two points.
4-1. Internal work volume related to web production
The greater the scale of development, the greater the internal workload on the partner side. In the case of developing a large-scale site from scratch or full renewal, the person in charge will be obvious to the case for several months. Also, if you are preparing manuscripts or pictures on the side of the seller, you will need to deal with them as well.
Besides, there is a possibility that the printing cost of printing the site URL on the business card or the catalog, the operation cost after the renewal, and the running cost are also necessary.
In this way, it is necessary to take into account beforehand how much influence will be generated by web-based production, resources and budget corresponding to it can be secured.
4-2. Adaptability of server and development environment
There is no problem when newly acquiring a server and developing WEB, but when renewing an existing WEB site, you have to keep some caution.
If you think that you want to introduce CMS and tools, it can happen that the server can not be introduced because it is not recommended environment. By notifying the type of server accurately to the production company, it is possible to prevent troubles during installation.
In addition, the development environment will change depending on which programming language the existing web site uses. If you ask a company different from the one you created last time, let's also tell what language you are using.
Summary
I think that you can see that the price of the web site is decided based on various factors.
By estimating as much as possible as detailed requirements as possible, reducing the discrepancy in recognition with the production company, you will be able to calculate the exact cost.
Also, the production company to choose according to the development content will differ. Since there are strengths and weaknesses for each production company, let's judge comprehensively from the production system and achievements, and select it.
And do not forget that costs that are invisible to web production will occur. Taking troublesome internal work into account and keeping human resources and budget prevents problems.
WEB site that will achieve company goals and contribute to sales improvement. Let's cooperate with the production company and finish it to a good site!
What is Human Resource Management (Human Resource Management)
【What is Human Resource Management (Human Resource Management)】
We will explain "Human Resource Management (Human Resource Management)" this time.
By reading this chapter, you can learn what human resource management is and understand its purpose.
According to the terms of human resources management, here we consider members of the corporate organization as " human resources ".
Resources for corporate organizations create new value by combining with other resources.
As explained in " What is an Organization " as explained in the section on " What is an Organization ", when managing a person as a resource, the principle of management's management is "how to utilize human resources", that is, It will be how to combine according to.
Human resources can be said to be human resources who create value for enterprises by effectively combining it with other management resources such as goods, money, and information.
In managing a corporate organization, it can not be separated from the internal and external environment of a company.
There are various people (stakeholders) in stakeholders surrounding corporate organizations, ranging from labor unions and shareholders to local residents.
Naturally, even when managing human resources, it is necessary to take into account the impact on the stakeholders involved in the organization.
Regarding human resource management, it can be roughly divided into three phases.
The first is " inflow " including employment of human resources , the
second is " internal flow " related to promotion and human resources development, and the
third is " outflow " concerning employee retirement .
What is Human Resource Management (Human Resource Management)
In human resources management, we will take into consideration the impact on stakeholders, manage the relationship between companies and people and make decisions in the above three aspects.
I will explain each aspect in detail in future articles.
These human resources management decisions are not made solely by personnel officials, but all members of the organization are involved, including line managers.
We are making decisions concerning human resources management regarding decision making in various aspects, such as manufacturing, sales and management that are constantly being carried out among companies.
Within that corporate organization, unless all people understand these various activities, it can not be said that it is impossible to construct an appropriate human resource management system with consistency in the company organization.
In other words, even if experts and specialized departments are involved as the sole executing unit for each individual problem, such as recruitment of personnel, evaluation system, organization development, etc., taking overall consistency within the system It is difficult to do, it will be difficult to respond consistently.
Traditionally, in many of Japanese corporate organizations, the Human Resources department has powerful authority, so in the field of Human Resource Management, only various functions such as "collective recruitment", "arrangement", "education" and "evaluation" It tends to be close up.
However, organizations are a group of people, and human resource management is the most important core for implementing corporate management strategies.
For this reason, members of the HR department, managers and other workplaces need to play an active role, from strategy planning to implementation, together with the business planning department.
In other words, the objectives of human resources management are ( 1) "recruit and select excellent talent" , ( 2) "manage appropriate promotion and salary increase" , (3) "motivate employees through rewards (or compensation) and incentives" By doing so, you can say that it is in "effectively utilizing human resources and cultivating it".
What is Human Resource Management (Human Resource Management)
The following three points are important for that purpose.
1. Understanding the business situation
2. Meet the needs of employees and keep fairness at all times
3. Staff and managers other than Personnel Department actively understand this opportunity and structure and participate in decision making
These three points are the essence of human resources.
Human resources management flow
[Human Resource Management Flow]
From
here on, we will explain the flow of human resource management.
In this section, we will learn what human resource management flow is and deepen the understanding of management points in each flow.
Human resource management flow (flow of human resource management) can be roughly divided into three: " inflow ", " internal flow " and " outflow ".
In other words, in corporate organization, people of all levels join, and after working, they are retiring.
The key point in this flow is to respond to the request to " secure talented personnel with appropriate abilities to a proper number of personnel ".
Also, as we respond to that request, it is necessary that each function (recruitment, training, human resource utilization, promotion, promotion, retirement and retirement) of the personnel system is fair and impartial, and it meets social law standards Yes.
What is more important than anything is that decision making in these areas will have a major impact on management planning and decision-making on sales, profits, growth, etc.
In other words, decision making in human resources management will decide the preconditions for achieving management strategy as a company and fulfilling its responsibilities to employees and society.
This decision is an important decision not only to be in charge of personnel department personnel, but also by each staff and manager.
In human resources management, it is necessary to constantly consider human resource flows with awareness of the relationship with management strategy.
As explained in the difference between traditional personnel management and human resource management, it is important not to separate as individual functions such as recruitment, training, placement, promotion, but to see the whole as a base of management as a whole .
To do that, it is necessary not to make use of the function when something happens, but to constantly operate in a coordinated manner with the Human Resources Department and the site.
Let's take a look at the labor market before explaining each function of concrete flow.
Human resources management flow
The labor market is divided into two categories: "external labor market" and "internal labor market".
"External" "internal" here means that it is outside or inside the enterprise organization.
In other words, the external labor market is an open labor market outside the company (such as high school, university, vocational school, job hunting worker, job seeker, job change applicant etc.), and the internal labor market is internal It is a labor market (an employee who joins the company and is enrolled).
Procuring people from the external labor market means to recruit and recruit talent from the outside.
On the other hand, procuring people from the internal labor market is to procure human resources through in-house placement transformation and promotion.
Considering this with the flow of human resources management as above, the part that procures human resources from the external labor market corresponds to "inflow", and the person procuring people from the internal labor market corresponds to "internal flow" I will.
Then, moving out talent from the internal labor market to the external labor market falls under "outflow".
Details of the system that constitutes each flow (for example, adopted system in case of inflow) will be explained again in future articles.
The labor market changes both externally and internally and there is a need for structural change in human resources management in accordance with the change.
In recent years, diversification of employment form has been closely related to an increase in the unemployment rate accompanying deterioration of the business environment and measures such as work sharing.
With the diversification of employment patterns, employee awareness has also changed, and it is driving the need for diverse human resources management systems.
These are closely related to values of labor, and there are new ways of working such as "flextime system" and "telework (working at home)".
Even in Japan, traditional Japanese management systems such as lifetime employment system and seniority system are changing, and employee awareness seems to be changing accordingly.
After adopting human resources like this, after recognizing that there is a series of flows in human resource management, such as promotion / pay raise within the company organization, change of placement, and finally retirement Let's.
In this trend, it is an important point for winning the competition in the environments where there is a drastic change, by fostering the recruited personnel and converting them to fighting strengths while raising the competence of the entire corporate organization I will.
Marketing in an enterprise part 1
[Enterprise and marketing]
Marketing , which is a process of developing products or services while analyzing the market environment, focusing on the demand of target customers while fully utilizing their management resources and strengths.
We can offer new value by starting from the needs that our customers are exposed and potentially holding, not production of traditional enterprises and factories.
However, marketing is not just lecture or ideal of corporate activities.
It is what you can actually do and you can practice any company, organization, or individual by taking the right steps.
In some cases, simply directing the direction of consciousness to markets and customers may have a positive effect on business activities themselves.
It is necessary for companies to conduct marketing activities based on the corporate philosophy and vision they state.
The management philosophy is the idea that is the basis of business activities by companies and other organizations, and for employees is the guiding principle of action.
For example, UNIQLO, a leading clothing company, changes clothes, changes common sense, changes the world, "and SOFTBANK Corp., a leading telecom company, has set the management philosophy of" making people happy with the information revolution ".
Meanwhile, vision is often confused with corporate philosophy and mission, but it is a concept or a future image of what kind of development and growth you want to achieve toward the future.
"We anticipate that the future will change in this way, so our company aims for ◯◯".
Steve Jobs, Apple's founder, said, "Delivering computers to ordinary people," and you were foreseeing the future that each of us like today would realize.
With these management philosophies and visions in mind, when practicing marketing, it is natural that the way each company works will differ.
You will also be able to make the best choice by considering what kind of strategy you are taking, or considering the balance with existing products and branding, and so on.
In any case, the leading role is not the provider but the customer.
That is why we are always thinking about what value we can offer to customers, and by responding timely to changes in the times and markets, we should be able to build a more effective marketing strategy.
It may take time, but it is important to act on your way.
【Example】
Let's learn more concretely about marketing activities in companies, with examples.
Please be aware that there is feeling like a living thing rather than trying to fix the company as a fixed organization.
Company A, who is engaged in funeral-related business, had deteriorated business performance due to the current economic downturn.
Because the business content is related to funeral services, I could not make a big PR, and managed to earn money by referrals from local residents and existing customers.
However, not only does it not grow alone, it can not differentiate itself from its competitors.
In this way, it is likely that even the company's survival will be in danger.
However, as the industry as a whole, you can not expect future prospects.
The era is super-aging.
Demand should surely increase, and if you execute even the right strategy, it will not be a dream to make a big leap forward.
For that purpose, including the meaning of breakthrough the current situation, we need to establish an innovative management policy here.
That is what the company president H was thinking about.
Therefore, the president of H first established a department specialized in marketing within the company.
Nonetheless, there are currently few staff, so the staff gathers only one person from each department.
In addition, they decided to have marketing strategy built with plus alpha, while engaging in regular business, rather than only marketing.
Actually, it worked.
Instead of bothering marketing experts head-hunting, by selecting from existing employees, also from the personnel of each department, the idea of marketing gradually spread within the company.
Discuss the marketing strategy through the conference and bring the results back to each department.
That series of flows changed the company-wide consciousness.
The result was "price transparency" and "aggressive sales".
The packaged products born at the Planning & Development Department are put together in a booklet with an impact by the Advertising Strategy Department, and sales staff actively encourages them through individual visits.
Such a method to break the common sense so far was all obtained by practicing marketing.
When
you practice marketing in-house, you tend to think about establishing an independent marketing department or entrust it to an external marketing affiliate, but in that case it may be difficult to get close to the root of the problem There will be.
The reason is that the fundamental of business is the field and the staff who directly confront customers are highly likely to be sensitive to both their needs and wants.
In the case of Company A, we decided to establish marketing special department by practicing marketing, but by gathering personnel from each department, it leads to spreading the importance of marketing throughout the company It was.
The organization of the company seems to be independent of each department, but in fact it is the greatest purpose to combine complex elements and produce synergistic effects.
That's why we need to make comprehensive efforts by doing company-wide marketing.
In that sense, it may seem that marketing players do not necessarily have to be identified as departments.
However, it is also a fact that consciousness is born inside the company by establishing a department specialized for marketing.
What is important is how to disseminate it to all employees about themselves.
Even in that sense, it can be said that Company A's work was successful.
Regardless of whether the performance is good or bad, competition with competitors will not be over in the present age where things are overflowing.
Also, even if it is an oligopolistic market, finally choosing products is a customer, so it is quite possible that any complaints that are accumulated will be superseded by other companies or industries .
Before being admonished by the sense of crisis, it is important to practice marketing.
Marketing strategy development process Part 1
[Formulation of marketing strategy]
Marketing will start from the market or customers.
On that assumption, no matter how good the product or manufacturing / development technology you have, you can not start to make products and services suddenly.
In order to properly approach markets and customers, it is necessary to take steps to analyze information, to plan and execute, and to execute.
As in the past, like a factory like "You can sell if you make good goods and services" "It will be purchased if you gain awareness," "You will be chosen better than others if you know the goodness", or from a supplier-oriented perspective , We can not do business activities that produce results.
It is a contemporary feature that the market is saturated, and things and services are overflowing.
That's why we need marketing.
The concrete process of marketing is classified into the following six.
<Process for developing marketing strategy>
1. Marketing environment analysis
2. Identification of marketing issues
3. Selection of target market
4. Positioning
5. Optimization of marketing · mix
6. Formulation of execution plan
Thinking about in a big framework, "1. Marketing environment analysis", "2. Identification of marketing task" is the stage of analyzing information, "3. Target Market Selection", "4. Positioning", "5. Marketing · Mix optimization "is a planning plan, and" 6. Execution plan formulation "is the execution phase.
Comment on the individual elements will be done in the second half, so please first grasp the general flow.
【Example】
Let's deepen our understanding of the marketing strategy formulation process through concrete examples.
Why do you have to go through six steps? "" What kind of things can be obtained in each process? "
<Example>
A, a medium-sized home electronics mass merchandiser, is a long-established store that has been in operation for more than 50 years since its establishment, but management is under pressure due to the recent expansion of large stores.
Just simply selling excellent household appliances announced by Japanese manufacturers at retail prices as they are is no longer able to compete with major players who are planning to use thin economies using the economies of scale .
In order to overcome this situation, Z, the founding president, decided to change the fundamental policy on sales strategy.
In the way it used to be, it is inevitable that it is inevitable that it will become dilapidated anyway.
However, I am just holding a head on what kind of sales strategy should be implemented.
Without a specific strategy, time alone will pass.
Well, there was a proposal as to whether to adopt marketing theory from Y employee.
Mr. Y is a one-time sales clerk in the store, but it is a fierce employee who always achieves the goal every week.
Especially, it was highly appreciated by the company because it has a reputation for recommending products to regular customers, and has achieved a sure result even with a small number of visitors.
According to Y's proposal, in order to break through the current situation, it is necessary to formulate a marketing strategy from the beginning.
It takes time.
As a result, the surroundings showed a bad color, but the president of Z who was seeking a fundamental policy change decided to accept the proposal.
Either way, it is clear that the business performance of the company is getting worse as it is.
When deciding the marketing strategy, I decided to do it with the flow of information analysis, strategy planning, execution plan.
It certainly took a while, but in the coming months it was able to properly reflect the strengths not found in other companies, and the company was also brisk.
The marketing strategy of Company A is still to come, but it is a result that we can see a glimpse of the effect.
CRM (Customer Relationship Management)
CRM (Customer Relationship Management)
customer relationship management (customer relationship marketing)
CRM (Customer Relationship Management) is a management method (or marketing method) that continuously builds relationships with specific customers , thereby improving sales, profits, and corporate value as a result .
Based on the idea of customer lifetime value (LTV), customer selection, etc.,we aimto raise customer 's satisfaction andacquire and maintainimportant customers by conducting marketing with afocus oneach target. When implementing CRM, keep the following flow in mind.
① Build customer databases, etc. to gather customer information and grasp / identify cut points of segmentation and customer needs .
② Select and rank customers who are important for their company .
③ was the target customer of needs products and corresponding to the service to focus on providing a customer to win.
④ We will make efforts to maintain that customer, thereby increasing sales.
