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1、a&p公司的降价策略（A&pcompany'spricereductionstrategy）Thepriceofa&PcompanystrategyIn1971,whensalesstagnated,profitsdecrease,59yearoldWilliamJKainetookoveraschairmanandPresidentoftheA&Pcompany.Atthebeginningof1972,hemadeallthechainintoasupercheapstoredecision.The"businessweekly"quotedthewordso
2、fKaine:"inthiscompany,wemustimmediatelyconsiderthefactorscontributedtothegrowthintheUSisacompletelyrelyonthetonnagemetersalestothesurvivalofenterprises."Overnight,inallcitiesacrossthecountry,storesbecamesomethingcalled"affordablesources"orsomethingcalledWEO.Althoughthestorehasnotbeenr
3、enovated,twomajorchangeshavebeenmade:90%ofthegoodsreducedtheprice.Althoughsomegoodsonlyreduceafewcents,butintermsofpercentage,thegrossprofitmarginmaybeonly20%ofgroceries,thispricereductionisstillnotsmall.CutavarietyofgoodstakeWEOstrategy,a&Ptypesofgoodsfromthepreviousaverageof11000red
4、ucedtoabout8000.Thismeansthatthespecificationsandcolorsofsomegoodsarereduced.A&Pcompanymadeanewsignandabannertoletthecustomerknowthenewpolicy.Inalargenumberofadvertisements,therearenotonlynewspaperadvertisementsusedintraditionalsupermarkets,butalsobroadcastandtelevisionmediatopromotet
5、hepriceoffoodwhichislowerthancompetitors.Tomakethousandsofstorestoa&PdecisionWEOsoitisnoteasy,especiallyinatraditionboundfor113yearsinthecompany.Kainetobreakthecompanydonotwantsuchachangeinthesituation,afterhetookoffice1months,orderedtheshopinNewJerseyPengtocheapfoodstoreSorkin,itisca
6、lled"WEO"means"store,warehousetypestoreeconomy".Thisisthefirsttestofthestoredecoration:removeallgoodsonthecardboardboxopen,thecustomertobuytheirownfoodintothebag,sothepriceisgreatlyreduced,andthestoresaleshavebeenstaggering".SecondexperimentalWEOshopopenedinPennsylvania,braddock.Bradd
7、ocknearthecityofPittsburgh,isanancientandeconomicdeclineofthesteelcityhas.ThestoremanagerSRwrotetothereportsaid:"wehadtoclosetheshopinJune1971,butwewanttomakethestoretosurvive,whiletheWEOstrategytobecomeareality."Inthefirst6monthsofthestore'sWEOoperation,theaverageweeklysalesincreased
8、by500
