Case Sony
Case: Sony TV is how to enter the U.S. market – Sony TV, color TV – household appliances
< BR> 70 years of last century,
Sony
TV
Sales in the U.S. market rather bleak. In the Americans, Japanese goods is synonymous with inferior products. So, Sony sent the head of the United States are losing, one by one up. These people not only came back in disgrace, but also for his failure to find a lot of excuse.
<BR> Sony will not give up the U.S. market. As a result, the company appointed for the Suoni Hai Chao Ugi external minister. Tenet, he was assigned to Chicago.
Ugi <BR> Zhao a busy schedule to Chicago, we found a fact that surprised him??? In the local stores, the Sony TV unkempt, nobody cares. Why is very popular in Japan, quality products, no one in the United States would ignore it? He was determined to find the problems,.
<BR> After some investigation, Ugi Chao know where the problem was. Original, previously sent by the head of the market in the face of bleak, the media repeatedly published in the local price of Sony TV’s ad sales, making Sony the brand in the minds of the formation of a low-end consumer and defective bad impression, thus the more sales of Sony TV to be a serious blow.
<BR> Reality that in such a bad, Ugi Chao can excuse turned down the job, but his first thought was to save the situation.
<BR> Through the bitter thought, “lead cow effect” inspired Ugi Chao, he decided to find a strong electronics retailer as a sales breakthrough. Ugi Chao is the first to think of Marshall’s company??? Chicago’s largest electrical retailer. Early next morning, Ugi Zhao went to ask to see Marshall on the company’s general manager, but his progression to the card was quickly rejected. On the third day in reply is: “out of the general manager.” Fourth day, the general manager finally agreed to meet him, but refused to sell Sony products. General Manager of the view that Sony’s price cuts fire sale, bad image. Ugi Shiu very respectfully listening to the views of the general manager, and repeatedly expressed their intention to immediately change the product’s image.
<BR> Back to the office, Ugi Chao people immediately get back the goods from the consignment store and removed the sales price, also re-published in local newspaper advertising a large area in order to reshape the image of Sony.
<BR> Done all this after the Ugi Zhao, general manager of Marshall once again knocked the door. This time, Ugi Chao heard the reason for rejection was “too bad Sony’s service, not sales.” Thus, Ugi Chao quickly set up a Sony authorized service department with overall responsibility for product after-sales service work; the same time re-advertised in the press, accompanied by special maintenance department of the telephone and address and promised 24-hour customer service.
<BR> Although Ugi Chao efforts and commitments made, but are reluctant to sell Marshall Sony goods. Despite repeated rejection, Ugi is still a crush Chao. He provides each employee 5 times a day phone call to the Marshall Company Buy Sony TV. Buy a Marshall companies have been repeatedly hangs up phone, so that staff mistakenly included in the Sony TV “list to be delivered.” This has enraged General Manager, this time he was summoned Ugi Chao initiative, a meeting to condemn the Ugi Chao disrupted the normal working order of their companies. Ugi just smiled and listened Zhao, general manager of the blame, so he finished his fire, he Caidui general manager, said: “In Japan the most popular Sony color TV, will become the company’s cash cow Marshall.” Chao in Ugi’s ” offensive “, the manager finally agreed to test market the two, but on condition that if not sell within a week, flew removed.
<BR> This way, Sony TV finally squeezed into the Chicago “lead cow” store. Then, enter
Home Appliances
The sales season, just one month, actually more than 700 units sold. Sony and Marshall from a win-win.
<BR> With Marshall this “lead cow” Open, Chicago, more than 100 stores on the Sony TV rush, less than three years, Sony TV actually occupied Chicago appliance market share of 30%.
<BR> <BR>
About the Author
I am a professional editor from
China Manufacturers
, and my work is to promote a free online trade platform.
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