Sephora, công ty trụ sở tại Pháp có các cửa hàng lớn bán một mảng rất lớn của mỹ phẩm và nước hoa đã nhập thành công "categorykiller" khái niệm vào bán lẻ vẻ đẹp, đã phát động một cuộc xâm lược của thị trường Mỹ. Hơn nữa, rằng ba phần tư số phụ nữ Mỹ hiện đang làm việc bên ngoài nhà, cửa, cửa bán hàng của Avon mô hình nguy cơ trở thành lỗi thời. Jung | No Substitute for Insight 75 Then we had a happy accident. In New Orleans at a quarterly meeting of regional executives from around the world we heard a Sterling Winthrop customer service expert I ll call Wendy Smith describe the strategy she had developed for our Canadian subsidiary. In Canada the company had made the needs of retail pharmacists a major priority. By assisting them with inventory control and product display and by providing them with accurate and timely deliveries Sterling Winthrop ensured their loyalty. In return the Canadian pharmacists enthusiastically supported the company s marketing drives and recommended its products to the public. As a result Sterling Winthrop was one of the most successful pharmaceutical companies in Canada. As we listened to Wendy John Mansfield and I looked at each other. We d been struck by the same thought There it was our entry strategy for Russia developed in Toronto transmitted to us in New Orleans and now ready for use in Moscow. Wendy gave her presentation on a Thursday. By Friday morning we had convinced her to pack her bags and fly to Moscow where she would explain her customer service strategy and help Mansfield s team refine it for local conditions. The fun and suspense in trying out a new strategy is that there is never just one correct answer that will guarantee success. Business after all is a game of risk and probability. But after a certain point we had done as much legwork as time would permit and now we had to act. We outfitted two enormous buses as roving Sterling Winthrop retail stores complete with displays for Panadol shampoo and toothpaste and sent them to visit pharmacies all over Russia. We ran training seminars and showed the free-market pharmacists how to improve their businesses. And we built a new warehouse and delivery system to provide them with accurate on-time deliveries. These were unheard-of luxuries in Russia. The result As we predicted Russian consumers did indeed rely on pharmacists
