HengAnProgramSummary_Tony

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1、HengAnPROGRAMSUMMARYHengAnStrategicPlanningProcessHengAnVision&CorporateStrategy“BestPractices”-CorporateCulture-Process-People-DecisionMakingCoreCompetency-ConsumerUnderstandingoChinaMarketoConsumerResearchoCompetitiveAnalysisoProductEvolution-BrandDeve

2、lopmentoSanitaryNapkins§LowEnd§HighEndoDiapers§LowEnd§HighEndoOtherProducts-Supply-ChainCapabilitiesoS&OPoNewOrderFulfillmentoNewProductionPlanning-Marketing&SalesApproachoSalesPlan§ModernChannel§B/CMarket§ExportMarketoSalesRegionReviewoSales&MarketingCa

3、lendaroSalesPromotionBookAppendix:-DepartmentRoles-ListofKeyPosts(RelationshipDevelopmentPlan)-HengAnUniversity-TeamCharters-HengAnSOPHengAnGlossary45b5c289621443384461531e3dd40707.doc11MARKETING&SALESAPPROACH(BroadMarketPenetration)SalesPlansSalesPlansa

4、remainlywellthoughtoutpresentations.HengAn’sreorganizationsignificantlyimprovestheDirectorofSalestoestablishplanningandreportingprocedures.OneareaoffocusneedstobeSalesPlanandAccountPlandevelopmentandcoordination.Thelinemanagementdoesnothaveclearsalestarg

5、etandisnotinvolvedintheForecastingprocess.HengAnapproachestheModernChannel,B/CMarketandExportmarketwithdistinctSalesPlansandapproaches.Wewillreviewthechannelsseparatelyandthendrawoverallconclusions.ModernChannelThetraditionalmarketconsistsofmanufacturers

6、,distributors,wholesalersandretailers.Butinmodernchannelonewhichconsistsofmanufacturers,hypermarkets.therearefourkindsofhypermarketsbelow:分类管理Classifiedmanagement:ModernChannelisnewandgrowingrapidlyinChina.购物中心ShoppingcenterCarrefour、RT-Mart、Wal-Mart、Bei

7、JingHuaLian、Trust-Mart、Homeworld、Hymall、OuShang、WanJia、A.Best仓储客户Warehousingcustomer普尔斯马特、万客隆、山姆（沃尔玛）Metro,Pricesmart,Mekro,Sam’sclub(Wal-Mart)超级市场Supermarket上海华联、华润、上海捷强、上海联华上海农工商、苏果ShangHaiHuaLian,CRC,ShangHaiJieQiang,ShangHaiLianHua,ShangHaiNongGongSh

8、ang,SuGuo连锁便利ConveniencestoresHengAnhasonlyhadvariedparticipationwithafewKeyAccounts.Currentstatusisasfollows:WehavealreadysignednationalcontractwithCarrefour,RT-MartandBJHuaLianWearenegotiatingwithSHHuaLian,AuChanandMetro