1. Use control charts to identify existing problems
Jinhua Shopping Mall Delicatessen mainly sells sausages, cooked chickens, cooked meats and miscellaneous cooked food products. It is one of the eight largest restaurants in Jinzhou City. One of the delicatessen outlets. Its average monthly sales accounted for about 15% of the total sales of the eight major delicatessen stores in Jinzhou, with a peak of 19%. However, beginning in September 1995, deli sales began to decline.
Figure 1 is a market share control chart based on the deli's monthly market share in 1995. The graph has 15% as the center line. Take 12% as the lower control line and 19% as the super standard line (also called the upper control line). Generally speaking, if the market share fluctuates around 15%, it can be regarded as normal random fluctuations; if several consecutive points are close to the lower control line of 12%, it indicates that there is a sales problem and the market share may jump out of the lower control line; If it is lower than 12%, it means that the problem is quite serious; if the market share is close to or crosses the exceeding standard line, it means that the sales situation is excellent. At this time, experience should be summed up and consolidated. As can be seen from Figure 1, the market share in 19 has been close to the lower control line, and the market share in October and November has fallen below the lower control line. This indicates a serious problem with sales.
2. Use line charts and array charts to identify major problems
From the array chart (Figure 2), it can be seen that although the number of sausage varieties only accounts for 24.3% of the total number of cooked food varieties, Its average monthly sales account for 68.4% of the total sales of delicatessens; while the number of cooked chicken, cooked meat and miscellaneous varieties accounts for 75.7% of the total number of cooked food varieties, but its average monthly sales only account for 31. 4%. It can be seen that the sales of sausages play a decisive role in the sales level of delicatessens and should be the focus of marketing management.
Judging from the sales growth rate comparison chart (Figure 3), the sales growth rate of cooked chicken and cooked meat increased slightly, but the sales growth rate of sausages showed a downward trend. Obviously, the decline in the sales growth rate of sausages, which accounted for a large proportion of sales, was the main reason for the low market share of Jinhua Deli in October and November 1995.
3. Draw a cause-and-effect diagram and analyze the reasons
In order to further find out the reasons for the poor sales of sausages, Jinhua Delicatessen invited relevant managers, salespersons, cooked food production and sales experts Fifteen experts and some customers systematically discussed the reasons for the poor sales of sausages from the four major aspects of customers, salespersons, sausages and marketing environment, and drew a cause-and-effect diagram based on the size and subordination of the reasons (see Figure 4) . After brainstorming and careful analysis, the following four main factors affecting sausage sales were identified from the many reasons in the cause-and-effect diagram: sausage quality, sausage display, store hygiene and customers' understanding of sausages.
4. Prepare a countermeasure table and clarify improvement measures
In view of the four main reasons for the poor sales of sausages, Jinhua Delicatessen has formulated a series of improvement measures and listed them in the countermeasure table. The form is clear (see Table 1)
5. Reuse the control chart to check the implementation effect
From the market share control chart (see the dotted line part of Figure 1), implement the countermeasures The market shares in the next three months were 14.8%, 15.5% and 17.8% respectively, showing a good upward trend.
In order to consolidate the achievements made, the deli department has institutionalized and standardized some of the measures in the policy list so that effective measures can be implemented continuously.