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，因為Nancy周全細致的市場分析，并準(zhǔn)確無誤地找到了新加坡市場的突破口，再加上Innovo及時增加了production line，趕上了生產(chǎn)進度，滿足了新加坡市場突然增加的產(chǎn)品需求。經(jīng)過各個部門的全力配合，適時地抓住這個難得的機會，東南亞市場局勢突轉(zhuǎn)，成績輝煌。成績的背后，Marketing Department和Sales Department的功勞最大，連美國總部都特別提名表揚了中國區(qū)的業(yè)績。要知道，這樣的情況在Innovo的發(fā)展史上是極其少有的。

Innovo中國區(qū)在全面打開它在東南亞的市場的同時，也有著其他憂慮：Australia市場在過去一年里的狀況很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)的市場發(fā)展越來越有起色，Australia市場的窘境還是讓Innovo的領(lǐng)導(dǎo)層很是擔(dān)心。于是VP召集Marketing Department和Sales Department一起開會，尋找問題的origin（根源）和應(yīng)對策略。

公司內(nèi)部一直以來對于Australia市場的重要性都有不同的意見，有人認為這個市場無論如何不能丟，但也有人覺得把精力放在其他地區(qū)所帶來的收益會更大。Leo，the Director of Sales Department就覺得Australia市場無足輕重，不值得Innovo投入太多的關(guān)注和精力。如果要扳回局勢，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認為可以一改之前采用的使用agents（代理）的銷售方式，Innovo需要對Australia市場親自作調(diào)查。Nancy也提出了她的見解，討論異常激烈。無論如何，VP都希望這次會議能夠?qū)ustralia市場的狀況有個準(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)過一番激烈的討論，最終也沒能達成agreement（共識），大家的看法各不相同，卻都堅持己見。實在沒有辦法，Johnson只好宣布先散會，每個人回去之后都根據(jù)自己的觀點和立場做一個detailed proposal（詳細的提案），之后再分別向大家present，并再次開會進一步討論，決定到底什么方案更加practical（實際）和feasible（可行）?？磥磉@次Johnson是下了很大的決心要改變Australia市場的局勢了。