6、Nancy的再一次自我挑戰(zhàn)

6、Nancy的再一次自我挑戰(zhàn)

盡管Innovo在Australia投入了不少精力，Australia的市場(chǎng)仍是一直處于半死不活的狀態(tài)，這讓領(lǐng)導(dǎo)層感到非常frustrated（沮喪）。上次Johnson召集marketing和sales兩個(gè)部門(mén)開(kāi)會(huì)討論Australia市場(chǎng)的狀況以后，Nancy就帶著Marketing Department開(kāi)始下大力氣做Australia市場(chǎng)的marketing research（市場(chǎng)調(diào)研）。

在過(guò)去的六、七年里，Innovo一直是采用委托agents的方式在Australia銷(xiāo)售。采用這個(gè)方式，一是因?yàn)锳ustralia距離中國(guó)太遠(yuǎn)，掌握當(dāng)?shù)氐氖袌?chǎng)信息和動(dòng)態(tài)相對(duì)困難，得到的信息相對(duì)滯后；二是因?yàn)槔胊gents在其他類(lèi)似的市場(chǎng)上都比較成功，所以Innovo就套用了這個(gè)pattern（模式）。但是事實(shí)證明，Australia市場(chǎng)有它的specialty（特殊性）和uncertainty（不確定性），Innovo要么被動(dòng)接受當(dāng)前的狀況，放棄這個(gè)市場(chǎng)；要么趕快尋找新的營(yíng)銷(xiāo)策略，扭轉(zhuǎn)局勢(shì)。否則investment（投入）和reward（回報(bào)）始終不成比例，這個(gè)市場(chǎng)的existence（存在）就真的沒(méi)有任何意義了。

上次開(kāi)會(huì)時(shí)的討論給了Nancy很多inspiration（啟示），也讓她意識(shí)到，自己一定要加把勁兒做出一個(gè)可行的方案，convince（說(shuō)服）Johnson和其他同事們。

Nancy的立場(chǎng)是：首先，Australia市場(chǎng)是不能放棄的，畢竟這個(gè)市場(chǎng)的 potential和volume（容量）都很可觀；其次，之前Innovo的market research做得不到位，還有很大的improvement（改善）空間。她決定先做一番throughou（t徹底的）和in-depth調(diào)研，尋找搶占市場(chǎng)的突破口。經(jīng)過(guò)近兩周的data collection（數(shù)據(jù)收集），并委托當(dāng)?shù)氐闹鹀onsulting company（咨詢(xún)公司）協(xié)助，Nancy全面掌握了Australia當(dāng)前的市場(chǎng)情況。根據(jù)這份調(diào)查，她做了一個(gè)初步的proposal，準(zhǔn)備在下次的market analysis meeting上和大家一起討論。為了能夠讓別人針對(duì)她的proposal提出有建設(shè)性的意見(jiàn)，Nancy提前兩天就把這個(gè)proposal用e-mail發(fā)給大家。VP回信確認(rèn)，這將是下次meetig的重要議題之一。

　　Proposal Preparation

Base your proposal on detailed research.

Consult with professional local people.

Figure out your research result in your proposal.

Give your suggestions according to the research you have done.

Ask for comments and discussions.

在會(huì)議上，Nancy先概括地介紹了一下自己的proposal：

Now that each of you has looked over my proposal, perhaps we could briefly go over it. One of our company's top-selling lines in Asia is its anti-virus software and game software. It's no secret that they sell well in Asia due to the innovation and high efficiency.

My idea is to market these best-selling products in Australia. You may think most Australians prefer local products, the main products of our competitors there. By selling our combination units in Australia, we can tap into markets with specialized needs, such as college students, engineers & other people who spend a lot of time before computers.

My primary data suggest that the market is nowhere near its saturation point. This leads me to believe that there is a need which can be filled by our products.

Of course, more research needs to be conducted before we give this project the green light, but I think it's worth considering. Now I'd like to hear your views on the subject.

Nancy的proposal得到一部分人的支持與贊同，他們覺(jué)得Nancy的提議有事實(shí)依據(jù)和調(diào)查基礎(chǔ)，而且她的提議聽(tīng)起來(lái)也是operational（可操作的），比如Brown就覺(jué)得Innovo應(yīng)該立即按照這個(gè)提議行動(dòng)，否則就會(huì)錯(cuò)過(guò)時(shí)機(jī)。但是也有人極力反對(duì)Nancy的議案，覺(jué)得如果按照她的建議行動(dòng)，就會(huì)有很大的風(fēng)險(xiǎn)，一旦失敗，Innovo的損失一定相當(dāng)慘重。Leo就認(rèn)為她的這個(gè)市場(chǎng)調(diào)查本身就沒(méi)有太大的意義，因?yàn)楸P(pán)踞Australia市場(chǎng)是task impossible（不可能完成的任務(wù)）。這次的會(huì)議只是聽(tīng)取Nancy的提案，并不能達(dá)成最后的共識(shí)。在接下來(lái)的幾天里，Leo，Brown還有更多其他的同事將陸續(xù)present自己的觀點(diǎn)。

會(huì)后，Nancy回到辦公室繼續(xù)琢磨怎么能根據(jù)大家的建議讓這個(gè)proposal更c(diǎn)onvincing（有說(shuō)服力）一些，這時(shí)Leo推門(mén)進(jìn)來(lái)，對(duì)她豎了豎大拇指，告訴她：“Although I don't agree with what you proposed，I admire what you have done so far.（雖然我不同意你的提議，我對(duì)你的努力和成果還是十分佩服。）”