12、下一年，從新目標(biāo)開(kāi)始

12、下一年，從新目標(biāo)開(kāi)始

2012年的三個(gè)季度也即將過(guò)去了，Innovo在過(guò)去的這大半年里可謂是經(jīng)歷了風(fēng)云變幻，終于在磕磕絆絆中走了過(guò)來(lái)?；厥走@過(guò)去的這一段日子，在面臨各種crisis（危機(jī)）和問(wèn)題的情況下，Innovo的業(yè)績(jī)還是有可圈可點(diǎn)之處的。首先，South-East Asia market戰(zhàn)果輝煌，成績(jī)斐然；其次，在Australia market上也扳回一局，漸有起色。但是還有一些regions（地區(qū)）的業(yè)績(jī)并不satisfactory（令人滿(mǎn)意的）。Innovo還是希望在下一年里能夠有所突破，占領(lǐng)更多的market share。

Nancy也經(jīng)歷了加入Innovo以來(lái)最不平常的幾個(gè)月后，她被promoted為Marketing Director，接受了一個(gè)又一個(gè)新的challenges（挑戰(zhàn)），有l(wèi)essons（教訓(xùn)）也有experience（經(jīng)驗(yàn)），有pains（痛苦）也有g(shù)ains（收獲）。

銷(xiāo)售業(yè)績(jī)主要是由Marketing Department, Sales Department 和 Research& Development Department共同努力的結(jié)果。其中marketing是前期的調(diào)研，通過(guò)各種channels（途徑）找到potential customers，這部分工作需要投入大量的時(shí)間和人力track（緊跟）現(xiàn)實(shí)市場(chǎng)的demand and supply information（供求信息），從海量的信息里篩查出有限的有價(jià)值的clue（線(xiàn)索）。接下來(lái)把potential customer 變成actual customer 就是sales的任務(wù)了。而R & D team是根據(jù)marketing捕捉到的市場(chǎng)信息來(lái)研發(fā)符合市場(chǎng)需求的產(chǎn)品。Innovo的這三個(gè)部門(mén)都是精英團(tuán)隊(duì)，取得一定的成績(jī)也是理所當(dāng)然的。

Sales Department在每年的第四季度都會(huì)召開(kāi)sales target meeting（銷(xiāo)售目標(biāo)會(huì)議），根據(jù)本年度的sales record（銷(xiāo)售業(yè)績(jī)）和公司下一年度的銷(xiāo)售計(jì)劃，制定具體的銷(xiāo)售目標(biāo)，并分配銷(xiāo)售任務(wù)。Marketing Department和其他一些相關(guān)部門(mén)的directors也被邀請(qǐng)列席。在會(huì)上，Sales Department Director Leo公布了下一年度Innovo的sales target。

他的發(fā)言是從三個(gè)方面準(zhǔn)備的：

Divide market distribution by regions.

Summarize the present market situation and near future target respectively.

Ask for comments and discussion.

I'd like to run through our targets for the coming year, market by market, starting with what is for us, of course, the Chinese market. You can interrupt me anytime if there is anything that is not clear. Well, in the Chinese market next year we expect a ten percent increase in total sales, giving us about twenty percent of the market as opposed to a projected seven percent in Japan. The South-East Asia continues to be our most profitable area of two billion dollars; I think you'll agree a most encouraging situation… The situation in Australia is also improving and we are aiming for sales totaling sixteen million dollars there next year. In Southern Asia the position continues to be difficult due to the currency problems and the inflation, but we nevertheless expect to establish a twelve percent lead over our competitors there, while in West-Asia we expect to overtake the current market leaders during the next twelve months. South America, as you know, is by far the smallest market: we are aiming for monthly sales of an average of four thousand units.

OK. That's the market target for next year. I hope all of you got the points. Now, just feel free to give your comment.

接下來(lái)，大家針對(duì)這個(gè)規(guī)劃和目標(biāo)展開(kāi)了討論。有人認(rèn)為Innovo中國(guó)公司在經(jīng)歷了2012年的相對(duì)低迷之后，世界經(jīng)濟(jì)的日漸回暖加上各方面的consumption stimulation policy（刺激消費(fèi)政策），決定了2013年的市場(chǎng)潛力應(yīng)該比10％的增長(zhǎng)更可觀，20％的目標(biāo)也偏conservative（保守）。而對(duì)于澳大利亞市場(chǎng)，大家的expectation（期望）相對(duì)要小很多，因?yàn)殡m然有新人加盟，稍稍挽回了局勢(shì)，但是競(jìng)爭(zhēng)對(duì)手長(zhǎng)期積累的市場(chǎng)份額不可能在短期內(nèi)被搶占過(guò)來(lái)，Innovo至少還需要兩到三年的時(shí)間才能滲入當(dāng)?shù)厥袌?chǎng)。對(duì)于亞洲的其他地區(qū)，同事們則信心滿(mǎn)滿(mǎn)，幾乎沒(méi)有任何擔(dān)憂(yōu)。南美洲的市場(chǎng)還有很大的開(kāi)發(fā)空間，大家一致認(rèn)為這里應(yīng)該是接下來(lái)幾年里的主攻版塊。

Market target制定出來(lái)了，大家對(duì)新的一年的工作方向也就有了明確的goal（目標(biāo)）。