市场营销 分析可口可乐公司 英文_可口可乐市场营销分析

市场营销 分析可口可乐公司 英文由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“可口可乐市场营销分析”。

1.Introduction

Every company has their own questions about how to run it, how to manage the staff, how to attract customers and how to make profits.The proposal is aim to increase the busine of the Mountain High Hotel Complex’s busine during traditionally off-season, which is spring and autumn.While this thing is not easy enough as the hotel thought.The general manager was opinion that the way forward was to promote a culture of customer care, for all customers, amongst the staff at the hotel.The report will tell us what factors lead to the results and why we must make the decision of build a culture of customer care.If the company will implement the busine plan in the proposal, it is suppose to benefit the company in terms of potentially increased sales over competitive models as well as a potential increase in activity sales.The busine plan will also benefit customers as well as to increase profits if it increases the busine during off-season.2.Procedures In order to improve the busine at the Mountain High Hotel Complex during Spring and Autumn, Alice would like to increase the middle-aged customer.In order to ameliorate a number of activities to make the middle-aged customers to be able to participate, Alice did some investigation.Alice adjustment exercise equipments to better meets the needs of the middle-aged customers.After Alice started her new job for a month, she hold a staff meeting and expreed her new ideas, she would like to find ways on how to increase hotel busine in the off-peak season.After some further discuion amongst the staff, below are some findings from staff’s view.3.Findings Section A

In the Mountain High Hotel Complex, Some department managers, shop attendant and skiing, mountain climbing employees for the internal customer.Hotel shops are to be sold something customers are external customer.Those who frequently come to the hotel during summer and winter are young people, who come for mountain bike ride and ski.However, Alice hoped to attract middle-aged to increase the hotel busine of these customers that are potential customer.Excellent customer care factors are individuality, efficiency, politene, reliability, friendline, flexibility, honesty and communication.There are some factors contribute to excellent customer care, while the internal customers of the hotel neglected some factors, for example, individuality.People are individuals, everyone needs to feel his individual needs are understood and are being met.But all of the programme of our complex are suit for the younger clientele, they could skiing in the winter and biking in the summer, while there has little programme for every customer, this is why the middle-aged customer did not come to our complex.Soundly, the staffs need to be flexible in their approach to their jobs.The fitne centre is an example.It could offer more sedate exercise programme that would appeal to those who perhaps enjoyed walking in the countryside rather than the more dynamic needs.Thirdly, the staff should be friendly.For example, for the first-time customers, if the customer can feel the staff's warm service, then these customers may come back to this hotel;slowly become the hotel's loyal customers in the future.At the same time, the manager discovered that Communication is an important factor in the staff jobs.It could help the staff understand what the customer wants and needs.The hotel believes that staff should promptly communicate with customers and other staff.Staff must first listen to customers on the various views and be open-minded with acceptance on different customers.Staff would also like to talk with the bo to respond on customer’s recommendations.In view of the above four points, the manager thinks staff should also be efficient.If the customer has a special request, staffs must be prompt in providing their services, and also to follow the company’s rules to best satisfactory the customers.The higher the efficiency in solving the problems, the more satisfied customers will increase, which will increase the busine of the hotel.Service knowledge is divided into internal resources and external resources.Companies should train employees to be knowledgeable on their work, in order to give their customers the best services.For which, training is important to train staff on product knowledge and work skills, because employees have to deal with ever-changing customer needs, so service knowledge is very important.To be able to help customers, employees should attend more training seminars in order to understand company products, the company should organize more competitions to encourage employees to better understand the products, and to use fully of the company resources.As far as the customer is concerned, the staffs are the expert on the product or service being sold, therefore, product knowledge is eential.In the fitne centre, there must be more equipment for all kinds of sports, also the exercise suit for the mature clientele.As a knowledgeable staff, the most important is profeional development.To the hotel, the staffs were generally very enthusiastic about their particular area of expertise but had no interest whatsoever in anything else.The staff had little time for non-skiers in winter and mountain biking in summer, they cannot be called knowledgeable.Poor customer service will make customers think that the whole service of the hotel is not good, if not treated soon enough, it cannot meet customer expectations, customers will no longer come to this hotel, but would choose other hotel.For example, some middle-aged customers came to the hotel once, and they are no longer returned back, because the hotel's activities are not suitable for them, if the hotel’s services or activities can be improved, these middle-aged customers will more than likely to come back.In this way, the hotel will attract more busine to the hotel to improve busine.According to the failure of the efforts, the customer care of the hotel is existing big problem.It is easy to see that the poor service lead to the result.The manager of the sports shop has the opinion that his staff worked hard enough in the winter and summer, and they felt entitled to be able to ‘take it easy’ during the off-peak months.It must lead to the diatisfaction of the customer in off-peak month.The impact of the diatisfaction of the customers is that there was little evidence of any re-booking.And they would try to persuade other potential customers like the mature customers who want to join the sedate exercise programme not come to the complex.So the hotel must lose the busine.The acceptable customer service could balance the needs and expectations of customers, the mature customers are maybe come to the hotel next time or every peak month.During summer and winter, there are many people to hotels for mountain bike riding and skiing, for those who love cycling and skiing, the staff is still very warm for their services, but employees do outside of work for them has been more lukewarm.Such a situation we call the acceptable customer service.In addition, if employees are always ignored everything outside of their own, and then slowly, these loyal customers also will choose another hotel, not to come back.It is obvious that the excellent customer service could bring the complex some loyalty customers;it means that the customers delight.The benefits of the customer delight are it causes new customers to come.In other words, the complex could make more profit.first because the entire hotel's environment is very important, customers who come to the hotel should feel like home the same comfortable, Second, the staff should be warm-hearted service, allowing customers to feel concerned about any time to communicate with customers, there are places where customers are not satisfied with the timely correction, so that customers feel warm, Finally, the hotel's activities should change with the seasons and customer ages, the relative changes in adjustment, employees should learn more skills, patience, counseling clients engaged in activities.So that we can beat the other hotels for customers to choose our hotel.Section B The Mountain High Hotel Complex is Flat Structure.Flat Structure is fewer levels of management and managers are given a wider span of control and authority.Top Management is Alice;Middle Management is the department manager;Employees are staffs at various departments.The advantage of this structure is that fewer layers of management, so that employers and employees can communication better, the bo can give employees a certain degree of power, so that employees under normal circumstances can solve the problem by themselves.The disadvantage of this structure is the horizontal communication is very important, however cannot meet the rapidly changing environment, because employees are not always having good idea, and may slow to implement actions.Top-Down and Bottom-Up Communication systems refers to communication flowed downwards(upwards)the layers i.e.instructions(ideas)were paed down(up)the layers.Layers of management must be taken to communicate the way a level to pa to another level, this structure to facilitate communication and fast, so favored by many companies.Top-Down and Bottom-Up Communication systems refers to communication flowed downwards(upwards)the layers i.e.instructions(ideas)were paed down(up)the layers.Layers of management must be taken to communicate the way a level to pa to another level, this structure to facilitate communication and fast, so favored by many companies.In the hotel, the top management prepared a report, and the general manager called all the middle management had a meeting to discu how to deal with a different type of client in the quieter months of year, this is Top-Down.But there were no agreement of the idea, the general manager had to reluctantly decide to ask the staff to take some time to think about the proposals, it shown us the Bottom-Up.So it seems that both of them are important.They could help the company operate batter.They also could avoid some unreasonable ideas.The hotel would like the staff to accompany older customers to the mountains for bird watch;an employee is very opposed to.Employees should be given a certain amount of power because they are in direct contact with clients, and they also know what the customer needs.Staffs have the ability, confidence and commitment to take the responsibilities and ownership to improve proce and initiate the neceary step to satisfy customer requirements within well-defined boundaries in order to achieve organizational goals.If an employee can have certain powers, be able to adapt to each customer's situation, do their job with le time wasted, le hale and le frustration for the customer.It is not simply giving staff authority to make decisions directly relating to customers, but is about employee involvement throughout the organization.At the same time, the aftercare calls are needed.The hotel complex also should do some surveys and questionnaires to research the feelings of the customer.Such as if the program in the hotel they like, and what else do they want.In this way the hotel could know the customer needs and do some improve so that the hotel could attract more customers.Hotels can also be holiday, new and old customers to send a letter or greeting card, so that these clients will be able to think of the Mountain High Hotel Complex, so that these customers come again.4.Conclusions In the summer and winter, young people will come riding mountain bike and ski;these young people have become the hotel’s loyal customers.However the hotel’s busine in the spring and autumn are very low, so Alice’s job is to improve the hotel busine during the off-season.All of above are the problem of the hotel complex;the most important question is the bad relationships of the internal customers.At the same time, the staff did not know what factors could contribution to excellent customer care, and the customer care is poor.They also cannot be called knowledgeable.Therefore, building a culture of customer care is very important.5.Recommendations Based on past experience, the hotel should make proposal and make them into action on how to improve the hotel’s off-season busine.In order to do this, because employees have direct contact with customers, and their opinions are reliable, important, and will finally be understand by the bo to approve a perfect solution.Alice think that during the low season hotel can carry out some preferential policies to attract customers, hotel can also be creative on activities as well as create new games, and make some small gifts, so that customers are attracted to it.Of course, these activities can not be so dramatic and achieve immediate effects, however good customer service skills and attitudes as well as customer after-care services will help the hotel busine to grow in the future.The hotel should aim to build customer satisfaction in order to achieve profits.