The signs of weak business have fluctuated, which has brought us confusion and tension, and enabled us to start our topic today. Usually, the business is weak in two situations, one is the market no demand or insufficient demand; Another reason is that the market is saturated and the competition is intensified. In the first case, what we need is to stimulate demand or guide demand through marketing means; However, the current situation is not that the market is no demand or the demand is insufficient, but that the cake in the market is not enough because of competition. In such a market environment, let's analyze how individual catering enterprises should do a good job in marketing.

1. Diagnosing marketing management

1. Market positioning

Positioning is the problem that determines the direction. If a catering enterprise has a wrong positioning, then the sales efforts will have little effect, especially in a highly competitive environment. Catering enterprises should make clear their positioning and choose the correct target market according to their geographical location, decoration style, facilities and equipment. That is to say, we should know what our advantages are, and at the same time look at the position of catering enterprises in the eyes of consumers from the standpoint of consumers. Which consumer group will like it? Only by answering these questions can we use the existing resources of catering enterprises to obtain a relative share of target customers.

2. Customer source structure

It is unrealistic for any catering enterprise to focus on only one target market, and it is necessary to obtain more market segments. By analyzing past data and competitors, we can know where our business comes from. What are their respective proportions? If it is a catering enterprise that has been in business for more than one year, it is easy to determine the share of each market segment through the data of previous years. Only by analyzing these data can we know which market is the most important? Which market still has potential to tap? How many important customers are there? Only through the analysis of the customer source structure can we formulate the marketing strategy and action plan for each market segment. To achieve the goal, we need to: 1) make a good analysis of the market environment. 2) Who are the main competitors? 3) What is the price strategy of catering enterprises? 4) What is the purpose of choosing such a market segment? 5) What marketing strategies and actions should be adopted? The plan should be detailed to the executor and execution time of specific actions. Through this analysis, it is easy to understand whether the marketing efforts of specific market segments are enough. Is there any growth potential? So as to achieve the goal through appropriate sales strategies and action steps.

3. Price system

Is the price system of catering enterprises reasonable? According to all kinds of room types, there can be store prices, door-to-door individual customers, company agreement prices, online booking prices, travel agency team prices, conference prices, etc. Prices should be set according to light, flat and peak seasons, and package prices suitable for specific market segments can be set according to product characteristics and some resources. When setting the price, we must also refer to the price of competitors, and adjust the price to match the increase or decrease of the number of rooms in each market segment, so as to create more room business income.

4, promotion plan

5, sales team management

First of all, we should look at the sales plan, sales report, the number of customers visited every day, and the number of phone calls. How much information is mailed? How many customers do you receive? And so on must be done through quantification. Is it reasonable to standardize the contract model, the application for suspense account and the proportion of accounts receivable? Are customer comments collected? Can it be handled in time and effectively? These are management methods to help catering enterprises increase revenue. Secondly, every day, we should evaluate the progress and achievement of the business objectives of catering enterprises, predict the sales objectives and housing rate in the next day, and help sales staff maintain their passion for work. Finally, designing a reasonable sales reward system is also an important aspect of improving sales performance.