How Can A Business Manager Combine With A Distributor To Deliver Goods?

Why is there a bad phenomenon in this case?

First of all, we should find out the crux of this problem:

　　1.厂家政策存在问题

Specifically, there are problems in the overall market operation planning of manufacturers.

(1) eager to make progress, instead of achieving rapid progress.

Manufacturers are eager to make progress, and there are problems in the formulation of regional business policies. As a result, the cost of marketing between new and old markets is unbalanced and the difference is too large: the marketing cost of Henan market is 4%, and the marketing cost of Shanxi market is 15%.

The difference between these 11% equals to reduce the supply price of products in Shanxi market in disguised form, so that there is a big gap between the supply price of the Shanxi market and the Henan market. It is not surprising that the interests drive the collusion between regions.

(2) excessive licensing and confusion in business management.

It is necessary for the manufacturer to grant certain sales and management autonomy to the regional sales manager. However, if this degree is not grasped, there will be adverse consequences. On the one hand, regional managers and marketing personnel operate alone, devouring part of the marketing cost; on the other hand, there will be collusion between regional executives and distributors, which will harm the overall market operation.

　　2.厂家缺乏有效的手段来控制窜货

Once the phenomenon of fleeing goods (except for strategic benign turnover) is very easy to cause a fatal blow to the manufacturers.

Therefore, it is very important to work out an effective way to control fleeing goods, but in the case, the manufacturer obviously ignored this problem.

　　3.厂家缺乏有效的市场监督系统

If there is a great harm to the vicious fleeing, it should be eliminated in the bud, so that the harm of fleeing will be reduced to the lowest point.

In this case, the phenomenon of fleeing has reached a very serious level. The enterprise has just discovered that there is no effective market supervision system for the operation of the market.

At present, there is no perfect solution to the problem of how to detect the phenomenon of fleeing and avoid its occurrence. The author, on the basis of many years of market operation experience, offers the following five suggestions to manufacturers.

　　1.加强营销费用的控制

Through the analysis of this case, we will find that the difference between the two places is the direct cause of fleeing goods. If manufacturers want to avoid fleeing goods, strengthening the control of marketing expenses is an important link.

　　（1）费用要软硬兼顾。厂家对新市场提供的营销费用应坚持软硬适当，以硬为主的原则。软，就是现金的投入，如对区域销售经理及经销商用现金支付的广告促销费用等；硬，就是厂家对经销商的硬件支持力度，如配给送货车、厂家直接发放业务员工资、厂家承担区域广告促销费用等。厂家坚持以硬为主，就可有效降低营销费用的流动性，从而避免窜货的发生，而少量的软性费用则可用来吸引经销商的加盟。

(2) control the sales manager's approval authority for marketing expenses.

Manufacturers should reduce the scope of sale managers' authority and refine the reporting system of marketing expenses. The use of each marketing fee should be approved by the head office in advance after approval by the head office, so as to achieve the purpose of controlling the use of marketing expenses.