5、又是一塊兒難啃的硬骨頭

5、又是一塊兒難啃的硬骨頭

今年年初時(shí)，因?yàn)镹ancy周全細(xì)致的市場(chǎng)分析，并準(zhǔn)確無(wú)誤地找到了新加坡市場(chǎng)的突破口，再加上Innovo及時(shí)增加了production line，趕上了生產(chǎn)進(jìn)度，滿足了新加坡市場(chǎng)突然增加的產(chǎn)品需求。經(jīng)過(guò)各個(gè)部門的全力配合，適時(shí)地抓住這個(gè)難得的機(jī)會(huì)，東南亞市場(chǎng)局勢(shì)突轉(zhuǎn)，成績(jī)輝煌。成績(jī)的背后，Marketing Department和Sales Department的功勞最大，連美國(guó)總部都特別提名表?yè)P(yáng)了中國(guó)區(qū)的業(yè)績(jī)。要知道，這樣的情況在Innovo的發(fā)展史上是極其少有的。

Innovo中國(guó)區(qū)在全面打開(kāi)它在東南亞的市場(chǎng)的同時(shí)，也有著其他憂慮：Australia市場(chǎng)在過(guò)去一年里的狀況很disappointing（令人失望的），原本就不大的market share還在一路下滑。雖然公司現(xiàn)在在其他地區(qū)的市場(chǎng)發(fā)展越來(lái)越有起色，Australia市場(chǎng)的窘境還是讓Innovo的領(lǐng)導(dǎo)層很是擔(dān)心。于是VP召集Marketing Department和Sales Department一起開(kāi)會(huì)，尋找問(wèn)題的origin（根源）和應(yīng)對(duì)策略。

公司內(nèi)部一直以來(lái)對(duì)于Australia市場(chǎng)的重要性都有不同的意見(jiàn)，有人認(rèn)為這個(gè)市場(chǎng)無(wú)論如何不能丟，但也有人覺(jué)得把精力放在其他地區(qū)所帶來(lái)的收益會(huì)更大。Leo，the Director of Sales Department就覺(jué)得Australia市場(chǎng)無(wú)足輕重，不值得Innovo投入太多的關(guān)注和精力。如果要扳回局勢(shì)，需要很大的advertisement（廣告宣傳）投入，而這超出了Innovo的年度預(yù)算。Marketing Department的Brown認(rèn)為可以一改之前采用的使用agents（代理）的銷售方式，Innovo需要對(duì)Australia市場(chǎng)親自作調(diào)查。Nancy也提出了她的見(jiàn)解，討論異常激烈。無(wú)論如何，VP都希望這次會(huì)議能夠?qū)ustralia市場(chǎng)的狀況有個(gè)準(zhǔn)確的analyzing（分析）和positioning（定位）。

I'd like us to reach a decision today about Item One. The issue of falling sales in the Australian market. Brown will explain the background to this, and the present situation.

Thanks. Well, as you know, in Australia we've always problems. So that's how things are at the moment.

Thank you, Brown. Now, let's look at possible courses of action.

Could I just say something? The Australia market isn't as important to us as the South-East Asian orders. I was in Singapore last month, and learnt some pretty interesting things about the way things are moving out there.

Let's keep to the immediate subject, which is the Australian market.

Sorry to interrupt, but if we launch a new advertising campaign in Australia it will cost a fortune! You have said yourself that we haven't enough money to advertise on every television in Australia.

Let's not jump too far ahead at this stage.

My own feeling is this: in years of experience, in many different markets throughout the world, I've found that, when... and you know, if I could pass on my experience to the younger people here, I'd say that the only way to sell in Australia is to go there and see the market for yourself, instead of asking your agents to do it.

Sorry to interrupt you, Brown, but I'd like to know if the others agree. What do you think about this, Nancy?

I'm not too sure about this. My own feeling is that if we keep on doing like this, it would be a big loss to us.

I don't know why you don't ask me. I've been to Australia so many times recently.

Could you let Nancy finish? I'd like to have her view on this.

Well, I'd like to say that for the last two years we haven't had a stand at the Melbourne Trade Fair. I understand that the Fair has produced lots of contacts in the past.

That's an interesting point, Nancy. Let's summarize what we've said so far. Brown thinks that we depend on the agents too much, and Nancy suggests that the Trade Fair is important.

經(jīng)過(guò)一番激烈的討論，最終也沒(méi)能達(dá)成agreement（共識(shí)），大家的看法各不相同，卻都堅(jiān)持己見(jiàn)。實(shí)在沒(méi)有辦法，Johnson只好宣布先散會(huì)，每個(gè)人回去之后都根據(jù)自己的觀點(diǎn)和立場(chǎng)做一個(gè)detailed proposal（詳細(xì)的提案），之后再分別向大家present，并再次開(kāi)會(huì)進(jìn)一步討論，決定到底什么方案更加practical（實(shí)際）和feasible（可行）?？磥?lái)這次Johnson是下了很大的決心要改變Australia市場(chǎng)的局勢(shì)了。