ANALIZA SI PERFECTIONAREA RELTIILOR CU CLIENTII IN POLITICA VANZARILOR SC SA

CUPRINS
|INTRODUCERE..............................................................|4    |
|..........................................................               |     |
|                                                                         |     |
|CAPITOLUL 1. CADRUL CONCEPTUAL PRIVIND POLITICA VÂNZĂRILOR PRIN PROCESUL |5    |
|DE PERFECŢIONARE A RELAŢIILOR CU                                         |     |
|CLIENŢII.....................................                            |     |
|                                                                         |     |
|Componenta de bază a marketingului în cadrul serviciilor comerciale -    |5    |
|politica de                                                              |     |
|vânzări..................................................................|     |
|.......................................................                  |     |
|Procesul de vânzare - element esenţial în desfăşurarea activităţii       |6    |
|firmei...................                                                |     |
|Elemente cheie în desfăşurarea procesului de                             |8    |
|vânzare...............................................                   |     |
|Tehnici de                                                               |10   |
|vânzare..................................................................|     |
|........................                                                 |     |
|Influenţa asupra deciziei de                                             |13   |
|cumpărare...........................................................     |     |
|Cauze psihologice care determină decizia de                              |14   |
|cumpărare...........................................                     |     |
|h                                                                        |     |
|CAPITOLUL 2.  PRINCIPALELE COORDONATE ALE ACTIVITĂŢII  S.C. LOULIS S.A.  |15   |
|                                                                         |     |
|Scurt                                                                    |16   |
|istoric..................................................................|     |
|...............................................                          |     |
|Locul firmei S.C. Loulis S.A. pe                                         |20   |
|piaţă....................................................................|     |
|....                                                                     |     |
|Analiza activităţii societăţii                                           |22   |
|comerciale...............................................................|     |
|.......                                                                  |     |
|Mediul de marketing – elemente cheie în desfăşurarea                     |23   |
|activităţii..............................                                |     |
|Mediul                                                                   |24   |
|tehnologic...............................................................|     |
|............................                                             |     |
|Potenţial                                                                |25   |
|uman.....................................................................|     |
|............................                                             |     |
|Prezentarea produselor de bază a S.C. Loulis                             |25   |
|S.A......................................................                |     |
|Produse promovate sub brandul                                            |26   |
|TITAN.........................................................           |     |
|Produse promovate sub brandul                                            |29   |
|Forza............................................................        |     |
|Clienţii.................................................................|30   |
|............................................                             |     |
|Distribuţia                                                              |30   |
|produselor...............................................................|     |
|.......................                                                  |     |
|Fundamentarea politicii de vânzări – principalii indicatori              |30   |
|financiari........................                                       |     |
|Back-ground..............................................................|37   |
|..................................................                       |     |
|                                                                         |     |
|CAPITOLUL 3. ANALIZA RELAŢIILOR CU CLIENŢII A SOCIETĂŢII S.C. LOULIS S.A.|38   |
|                                                                         |     |
|Rolul şi importanţa clientului pentru existenţa companiei                |38   |
|........................................                                 |     |
|Activitatea client –                                                     |38   |
|firmă....................................................................|     |
|.............                                                            |     |
|„Valorile” furnizate                                                     |39   |
|clientului...............................................................|     |
|..........                                                               |     |
|Organizarea                                                              |39   |
|structurală..............................................................|     |
|.....................                                                    |     |
|Concurenţii..............................................................|40   |
|...................................................                      |     |
|Clienţii – caracterizarea lor în relaţia directă de vânzare a            |40   |
|produselor.......................                                        |     |
|Evoluţia relaţiei cu                                                     |41   |
|clienţii.................................................................|     |
|.........................                                                |     |
| Evaluarea satisfacţiei                                                  |41   |
|clientului...............................................................|     |
|......                                                                   |     |
| Adaptarea continuă la procesele  de vânzare pentru  satisfacţia         |42   |
|clienţilor                                                               |     |
| Profitabilitatea individuală a                                          |47   |
|clientului..........................................................     |     |
|Studiul  pieţei de paste făinoase din                                    |47   |
|România............................................................      |     |
| Producţia proprie vs.                                                   |48   |
|Import...................................................................|     |
|.......                                                                  |     |
| Situaţia pieţei interne şi consumul                                     |48   |
|intern......................................................             |     |
| Situaţia pieţei externe şi publicul                                     |50   |
|ţintă..........................................................          |     |
| Concurenţii  de piaţă. Concluzii cu privire la                          |51   |
|piaţă...................................................                 |     |
| Programe şi strategii promoţionale la nivelul                           |52   |
|firmei.................................................                  |     |
| Preferinţele consumatorilor de produse de                               |52   |
|panificaţie..................................                            |     |
| Analiza SWOT pentru produsele de panificaţie                            |52   |
|LOULIS............................                                       |     |
| Analiza SWOT faţă de alte firme de                                      |53   |
|panificaţie...........................................                   |     |
| Segmentele de piaţă cărora li se adresează produsele de                 |54   |
|panificaţie............                                                  |     |
|Comportamentul femeilor vis-à-vis de produsele de panificaţie...         |55   |
|Comportamentul bărbaţilor vis-à-vis de produsele de panificaţie.         |55   |
|Analiza                                                                  |56   |
|concurenţei..............................................................|     |
|..........                                                               |     |
|                                                                         |     |
|CAPITOLUL 4. PROPUNERI DE IMBUNĂTĂŢIRE A POLITICII DE VÂNZARE PENTRU     |58   |
|PRODUSELE                                                                |     |
|LOULIS...................................................................|     |
|......................................................                   |     |
|                                                                         |     |
|Ansamblu promoţional general pentru S.C. Loulis                          |58   |
|S.A.............................................                         |     |
|Plan de publicitate pentru S.C, Loulis                                   |60   |
|S.A.................................................................     |     |
|Obiectivele de marketing ale Romanian Flour Mills Loulis                 |61   |
|S.A...............................                                       |     |
| 4.3.1 Principalele obiective de promovare, publicitate şi strategiile de|61   |
|atingere ale                                                             |     |
|acestora.................................................................|     |
|...................................                                      |     |
|                 4.3.2 Strategii de                                      |61   |
|marketing................................................................|     |
|...................                                                      |     |
|Evoluţia                                                                 |64   |
|vânzărilor...............................................................|     |
|......................................                                   |     |
|                                                                         |     |
|CONCLUZII                                                                |     |
|                                                                         |     |
|ANEXE                                                                    |     |
|                                                                         |     |
|BIBLIOGRAFIE                                                             |     |
112 pagini

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