Airwide international Case

Summary:
      The Airwide international case discussed the stagnation of sales in eastern China. In the last few years, Chinese market for air-conditioning service has grew significantly and consistently. However, the Airwide company was unable to catch up with the growth. Several company managers participated in a talk about the possible reasons for such failure and possible solutions. From their discussions, we can see that Airwide international needs to provide better training to the sales force, reorient strategy to a market-driven one, adapt to the change of management structures in customers, and get in touch with potential buyers faster.

Key Concerns:

    There are multiple reasons for the failure.

• The sales force feel powerless in this situation; the sales people cannot be stimulated by prizes to get better results. Solution: the sales force should participate in a training program about the new sales techniques. 
• The company lost previous customers due to various reasons. Solution: get familiar with the change in the customer's company. Get used to talk to the internal structures in customer's company, which involves more than one person. 
• The company is unable to get new customers. Solution: get in touch with potential customers faster before they have gone for other options. Use new tools to reach customers, such as Internet and social media. 

Seller's Point:

 The company, as the seller, views the market failure from several perspectives, including the sales force, the customer company structure, and potential market. The company realized that it fails to behave well in any of these three areas and this could be the reasons why the stagnation happens. Therefore, the company plans to get out of the stagnation by tackling each of these problems in ways described above in the blog. The company looks forward to regain its reputation and honor in such a fast growing marketing environment. The several managers look very hopeful about the future.