Bowling or Billiards?
"Thanks for the newsletter. I do look forward to them and wish you the best success. My favorite ancient Chinese story is how you only pay the doctor when you are well, and not when you are ill! Brilliant!" - Mr. David T. Macfarlane, Author of the book "GINGER: A Boy's Journey from Scotland to the White House", Regional Vice President, Millennium Foods, LLC.
"Good food for thought. Sometimes we blindly forge ahead on a path not seeing the bigger picture, being so absorbed and entrenched in the original plan. Flexibility and openness is the key in today's every challenging marketplace. Enjoyed reading this newsletter. Here's one for you, an Ole hippie quote:"keep your sunny side up like fried eggs"."- Mr. Michael Formichella, Founder, Culinary Alchemy Group.
"Thanks for the information, I do enjoy your column, and find your perspective enlightening." - Mr. Rob Baxter, CEO, rsbConsulting Consortium.
Food for Thought: Bowling or Billiards?
It is often heard that in the Chinese market, price sensitivity is the key obstacle to most foreign products (excluding luxury goods). Have you considered that perhaps this scenario is merely a reflection of the insecurities of the unmotivated sales representatives, distributors, or agents (due to low brand awareness of your product/service and undetermined target markets)?
This, in some way, reminds us of the bowling (1 to 10) and billiards (1 to 1) strategies, which often apply to all aspects of marketing. In our sales & marketing strategies research, we discovered that most of the sales revenues are actually made through the bowling strategy applied on the right target markets (often) at the early stage of the business development in China. Although both strategies are equally important and are complementary to each other, the bowling strategy generates more results while utilizing a smaller amount of effort (one-to-many approach).
But does simply applying the bowling strategy guarantee success in China? Through the experiences of our clients, we learned that an accurate identification of the target market is a prerequisite for the bowling strategy to be effective. Imagine without this, what would it be like?
I would like to thank our clients, readers and team members for their great support and contribution, so that we could turn their marketing intelligence into this food for thought to share. We hope this newsletter has also given you some enlightenment. We gladly welcome you to join our new LinkedIn Group - Kate Chan Research's Food for ThoughtClick here, and share with us your insights and experiences.