Business negotiation case analysis report 0 1
Q brand was born in Yiwu, Zhejiang Province, and it is a relatively mature leather brand. In the autumn of 2003, Q brand men's wear was officially listed. At that time, I happened to be the regional manager of Q brand casual men's wear, responsible for the business across seven provinces. In the three months after the market research, I never went on a business trip, just called back politely and sent an invitation letter, trying to get the effect of static braking. In fact, in the process of market research, I visited better clothing agents all over the country and established a preliminary friendship. On October 23rd, 2003/kloc-0, 165438+ brand launch conference and investment promotion meeting was officially held. The company held a grand event, invited central officials for on-site guidance, invited consultants to attend classes, invited image spokespersons, and invited a cultural communication company in Guangdong to take charge of the fashion show. The meeting place is arranged in a holiday villa near Y city. On the evening of the meeting, there is a welcome reception to welcome potential customers. At the reception, many regional managers deliberately separated the seats of prospective customers in the same market and kept them strictly confidential. And I intentionally or unintentionally arranged the intended customers in the same area together and introduced them one by one. On the surface, the meal was awkward, but the effect was surprisingly good, because several customers wanted to talk to me the next afternoon. The next day, brand discussion, policy explanation, company visit and thank-you dinner were arranged very tightly. Just after dinner, Mr. Z from Shandong and Mr. L from Shaanxi have stood in front of my business. These two clients are my favorites.
Mr. Z from Shandong is a natural businessman. As soon as he met l, he followed closely. In his words, if Mr. L plays Q, he will play Q. How should we negotiate with them? I have no idea. I just keep thinking, hoping to find a good solution. It's just a delay. Make tea, greet, and say: I'll talk to other customers first, and then we'll talk about it in detail, okay? After getting permission, I went to several important clients and told them that I was a little busy at night and would come back in half an hour to discuss it in detail. About 40 minutes later, I returned to the business room, and the two of them were already anxious. Negotiations will begin soon. First of all, I throw out my own ideas. I'm just a regional manager, and the real signing right is C, the vice president of marketing. We are just talking today. There are many customers in Shandong and Shaanxi, so the company still has to choose. Of course, personally, you two are the best. If you can't do the market well, neither can others. ? Mr. Z from Shandong said,? With our market experience, we can't do a good job in the market, and I'm afraid it's hard for others to operate. Today, we also saw Q brand products. To tell the truth, the product defects are still relatively large, the fashion is too avant-garde, the routine is too conservative, the price is high, and the your policy is not favorable at all? But since I'm here, I'm also very speculative with you. If the conditions are relaxed, I can still consider doing it. ? Teacher L from Shaanxi immediately echoed, citing two examples of Fujian brands, which are generally more favorable. Q brand's product portfolio this time is really not very successful, but these are unchangeable. If you continue to talk about their topic, you will definitely push yourself into a dead end. So I changed the subject. What do you think is important to join a brand, the first season products, preferential policies or the sustainable development of the brand? They had nothing to say, and finally reached a favorable contract for us.
From the above cases, we can see some important strategies and skills used by both sides in the negotiation. First of all, the organizers grasp the opening ceremony and strive to create an open atmosphere. In this case, the company held a very grand investment promotion meeting at all costs, which is not a mindless practice. They want to improve their position and improve their position in the negotiation. At the same time, the organizer also intends to arrange the intended customers in the same area together to create a competitive atmosphere, which is equivalent to forming pressure and motivation for customers in the external environment. Shortly after the welcome meeting, customers offered to discuss whether the event was successful or not. Second, two customers come to the door together? Me? Negotiation, using two markets? Encirclement? In order to strive for the most favorable cooperation conditions. This is an alliance strategy. When one party is in a relatively weak position, it can be used to increase its bargaining chip for equal dialogue with the strong party. Facing two customers at the same time is a taboo in investment negotiations, which raises the situation and puts the strong side at a disadvantage. Third, when you are in a passive state, you must find ways to give yourself a time and space to adjust. In this case, the regional manager ostensibly talks with other customers, but in fact, he has made a foreshadowing of the schedule to prepare for the negotiations with Mr. L and Mr. Z.
This is also a tactic to wait and wait for the other side to negotiate when the other side is tired or impatient, which will increase the chances of the other side making mistakes and improve our chances of winning. The regional manager kept the other party waiting for 40 minutes, and the other party couldn't wait to start negotiations, which was in his best interest. Fourth, our representative should not be granted full authority, even if it has been granted, it should not be known to the other party. In this case, the regional manager clearly has the right to sign this business, but tells the other party? I'm just a regional manager, and the real signing right is C, the vice president of marketing. On the one hand, this excuse that I don't have full authority has left me a way out. In case you feel that you can't do it afterwards, there is still room for regret. On the other hand, it also reduces the vigilance of the other side, and there may be mistakes or my cards. Fifth, everything should not be rushed for success. Although we hope to reach an agreement as soon as possible, when negotiating with the other party, the regional manager said: We are just talking today. There are many customers in Shandong and Shaanxi, and the company still has to make a choice. This strategy is to inform the other party that I am not in a hurry to sign the contract and give them a pressure, but at the same time, it will also give the opponent a confidence, make them feel comfortable and relax their vigilance. Sixth, create trouble for each other. The customer said? Today, we also watched the products of Q brand. To tell the truth, the product defects are still relatively large, the fashion is too avant-garde, the routine is too conservative, the price is high, and your policy is not favorable at all. In fact, this is to find fault with the other party and make the other party feel that there is something wrong with their products, so as to achieve the purpose of lowering the expectations of the negotiating opponents. Finally, even if the regional manager changes the subject, does not follow the other party's thinking, and uses the tactics of fostering strengths and avoiding weaknesses, it is also using strength to force the other party to make concessions.
Business negotiation case analysis report 02
A metallurgical company in China wants to buy an advanced combined furnace from the United States and send a senior engineer to negotiate with American businessmen. In order to accomplish his mission, the senior engineer made full preparations. He searched a lot of information about smelting combined furnaces and spent a lot of energy on the international market, as well as the history, present situation and operation of American companies. At the beginning of the negotiations, American businessmen asked for $6.5438+$5,000. China engineers listed the transaction prices of various countries, which made American businessmen stunned and finally reached an agreement for $800,000. When negotiating to buy automatic smelting equipment, American businessmen offered $2.3 million, but after bargaining, it was reduced to $6.5438+0.3 million. China still disagreed, and insisted on bidding $6,543,800+3,000. The American businessman said he didn't want to continue the negotiation, so he threw the contract in front of the engineer in China and said, We have made such a big concession, but your company still can't cooperate. It seems that you are not sincere. Let's forget about it and go back to China tomorrow, shall we? When China engineer heard this, he smiled gently and reached out and made an elegant invitation gesture. The American businessman really left, and others in the metallurgical company were a little anxious, even complaining that engineers should not dig so hard. The engineer said: Don't worry, they will come back. Last year, they sold the same equipment to France at a price of 950,000 yuan, and the price of this equipment in the international market was 6,543,800+0,000 dollars. ? As expected, a week later, the United States came back to continue negotiations. The engineer pointed out the transaction price with the French to the American businessman, who was shocked again. He didn't expect the Chinese businessman to be so smart at present that he didn't dare to quote a fake price again, so he had to say: the benefits of raising prices now are not as good as last year. ? The engineer said that the inflation index should not exceed 6% every year. In the remaining few years, how much should you increase? The American businessman was speechless when asked. In the face of the facts, he had to give in and finally reached a deal with $65,438+$0,065,438+$0,000.
analyse
In this case, as far as both sides of the negotiation are concerned, it is obvious that China engineers have a very good grasp of the business negotiation process, and their skills and strategies are also quite appropriate and accurate. First of all, take the initiative to fight for your own interests, so such a negotiation result is inevitable. The following is an analysis of the performance of Chinese and American negotiators:
First, from China's point of view,
Preparation stage: through the analysis of the collected relevant information, the understanding of the market situation and rival companies is fully in place. On the whole, China took the initiative, with a clear goal and a firm stand.
Basic goal: to make correct judgments and decisions according to the market situation of combined furnaces in the international market and the history, present situation and operation of other American companies. China insisted on maintaining his own economic interests as much as possible on the basis of grasping the actual information, so as to negotiate a purchase contract at a suitable price.
Negotiation mode: Throughout the whole negotiation process, China has always implemented it? Principle negotiation method? .
Negotiation process:
The key to victory is to collect and sort out each other's information. From the collected contents, such as the negotiated prices between the United States and other countries, we can see that China has used many objective data and adopted them. Cite precedent? The strategy puts pressure on the other party appropriately, and at the same time, it also envisions the content that the other party may refute and uses relevant data to counterattack, and appropriately applies objective standards, that is? Invoke convention? Strategy. What China has done is to confirm the old saying of China? Know yourself and know yourself, and fight every battle? .
Of course, in addition to the above reasons, China's victory also lies in the use of various negotiation skills. Before the negotiation, the dependence of both sides was evaluated, and the receiving area and initial position (including bottom line and expected value) of the other side were accurately predicted, so that they could still have full grasp and confidence in the face of the other side's pretended withdrawal in the subsequent negotiations; In the negotiation, we rely on data to grasp the initiative in the negotiation, predict the unreasonable initial position of the other party and change accordingly; In the process of negotiation, the price is probably in the result.
It can be guessed that China's counter-offer strategy is more appropriate when it is slightly lower than the other party's offer.
From the perspective of the United States, mainly from the reasons why the United States is at a disadvantage? The following questions are drawn from the analysis.
1. The information of the other party is inaccurate, not detailed and not comprehensive. From the point of view of the article, the important reason may be that the position of the negotiating object is not clearly understood. American businessmen, relying on their own technical advantages and a lot of experience in conducting similar transactions many times, despised their opponents and did not do a good job of collecting information before the negotiations, so they became passive in front of a lot of information from the other side step by step in the negotiations and lost the initiative in the whole negotiations from the beginning.
2. In the design of negotiation scheme, there is no flexible use of skills and strategies. In each other's counter-attacks, they rushed to deal with it. There are several reasons for the simplification of its negotiation mode design: (1) premature judgment. It can be inferred from the article that from the beginning, the United States believed that the trip would not be difficult and the outcome of the negotiations should be more conducive to its own interests; (2) The United States, which only cares about its own interests and takes advanced combined furnace technology as its greatest advantage, is bound to sell at a high price, but it has not taken into account China's urgent demand for this and the corresponding negotiation preparation, and has repeatedly made concessions under the attack of the other party's information.
3. In the process of negotiation, I hope to force the other side to make concessions by pretending, so as to quit the negotiation, but when the other side realizes his pretending based on information, this strategy will fail.
Summary: Various skills in business negotiation play an extremely important role in winning a favorable position for oneself and maximizing one's own interests in various business wars. However, it should also be noted that skills are not the same as tricks and tricks. The former requires appropriate, not only to win, but also to convince the other side, and the win is justified. Only in this way can the application of negotiation skills be truly handy.
Business negotiation case analysis report 03
There is a boutique fashion foreign trade shop named DEMON shining in the Sunshine City Commercial Center. He was born on XX, XX, and his partners are Sophia and A-mei, majoring in marketing in our school, and Li Ke and Fatty from the Statistics Department. They affectionately call it the devil? Your own son? . The pregnancy before his birth was short, but quite dramatic.
Disk shop refers to the jargon that the former shopkeeper took over the store rental, and the next home after the store transfer must pay the original shopkeeper the disk shop fee (decoration fee before the store, etc.). ), the rent is calculated separately. It is worth noting that if the lease term of the former store expires and no one rents it, you can only quit. The owner of the new store can rent the facade directly from the landlord, and only prepare the rent.
Qin Peng, the former owner of Demon Store, and others are faced with the situation that the rent is due and the pavement is eager to sell. The buyer put forward the intention to sell the store to the seller in xx years, and the negotiation between the two parties is imminent. Negotiations started:
On xx, XX, the two sides started negotiations in the existing demon shop.
At the beginning, the seller specifically introduced the basic situation and decoration of the store, including heavy metal decoration such as area, water and electricity, wall, floor, shelves, cashier, etc., and the decoration cost was close to 20 thousand. The seller explained the factual basis of the quotation with the attitude of an expert in the industry, which is just the prelude to the negotiation. The buyer was not influenced by the seller's momentum, but questioned: the store decoration does have its own characteristics and personality, but we can't verify the cost of the decoration, not to mention that the current decoration style may not be used in our store business in the future (the fact is that we have hardly changed the style). So please introduce other aspects of the store. ?
The seller saw that although the buyer was a newcomer, he was not an impulsive and emotional renter and asked us about the idea of opening a shop. Li Ke, the buyer's negotiator, said realistically: We are all hip-hop, mainly engaged in hip-hop products and roller skating products. ? The seller immediately replied to this key message? The most important thing for you to dance street dance is clothing. This shop used to make clothes. You can do it directly after you take over. And not everyone likes that exaggerated style. You should still sell some popular foreign trade clothes. Now you can directly sell the goods in the store. ? The buyer understands that this is another cost for the seller to sell the store to us and then let the buyer put the goods down. The seller continued: I have sources in Guangdong and Chengdu. After opening the store, I can help you get the goods. The channel is short and the lowest price is guaranteed. ? At this time, the buyer expressed his views on other aspects: However, the location here is too far, at the end of the whole street, and it is a corner. Why is there a passenger flow? Qin Peng explained? The third phase of Golden Paris, the number one capital, was completed in June 10. At that time, Mary Cinema and Dicos will move in, and it will become a commercial center, so don't worry about the passenger flow. ?
? No, you should consider everything clearly when doing business. If there is such a long time.
In the recession, why don't we choose a location where we can open a shop and make a profit? The buyer made it clear that the two sides were deadlocked in determining the pavement value. The seller insists that the buyer has too many doubts and the pavement is a golden port. Buyers need to do more research.
? How much are you going to sell? A tentative inquiry by the buyer's members.
The seller took out the long-drawn price list and said? Channel+spot+store 5500; Huo Xian+Puzi
4500; Shop 3500? When the buyer knows the price, he will discuss it again.
The buyer asked the seller to quote again and explain the price. The seller responded:? You pay the channel fee, and I will give you the lowest cost supply; If you pay for the goods, everything in the shop is yours; If it's just a deposit, I'll give you an empty deposit. ? The buyer responded immediately? First of all, we can't guarantee whether the goods you provide meet our requirements; Secondly, we can't determine the price level of your goods; Third. We think the value of the store is less than 3,500 yuan, and it will be June soon, and some schools have already had a holiday. There is no profit in the summer vacation in July and August. We think your price is too high. ?
The seller asked? How much do you think is appropriate? The buyer said in no hurry? so far
Take out 20xx, do we really want your channel?
Buy a house and smile indifferently? I can't find a decent shop anywhere for 2000 yuan. ? Buyers don't comply.
No mercy? If the price is so expensive, we can find other shops with better geographical location. ?
This move was very effective and immediately stopped the seller. The seller knew that the rent was about to expire and turned to be serious.
Sincere consultation:? How much can I give at most? 20xx is really too low. ?
The buyer sees the weakness of the seller and will never give in. The seller can only say promise me 20xx.
The children are empty.
When the buyer saw that the situation was wrong, he immediately stopped and said that he would leave the goods. He'd better give me another channel.
Kid. The seller is on the verge of collapse, saying? If you add goods and channels, the minimum is 3500. ? The buyer agreed, saying that there is still 20xx yuan, and it will be paid after 1 month 1500 yuan.
The two sides signed an agreement and the negotiations ended.
case analysis
Analysis:
First of all, let's analyze the background of this negotiation:
Seller: Qin Peng, the former owner of the demon shop, and others are facing the situation that the rent is due and the pavement is eager to sell;
Buyer: You can choose the best from many choices;
Restriction: The lease term of the former store expires and no one rents it, so you can only quit. The owner of the new store can rent the facade directly from the landlord, and only prepare the rent.
From the background of the whole negotiation, we can see the advantages and disadvantages of both sides, so the next important thing is how to get the real situation of the other side from the dialogue and make decisions.
At the beginning of the negotiation, due to the professional explanation of the seller, it seems that putting pressure on the other side can save some of his advantages, while the buyer is very patient and is influenced by the momentum of the seller. Instead, he asks questions, which makes the advantage of the already disadvantaged seller dissipate a lot at once. Instead, the seller began to change his strategy and began to ask each other about the idea of opening a shop, trying to collect information from it. After learning the other party's idea of opening a shop, the seller immediately threw out a series of information to explain his advantages to the buyer, but too much information seemed to reveal to the buyer the information I was eager to sell, thus revealing my true information to the other party invisibly.
Then the two sides went into mutual temptation: at this point, the buyer decided not to listen to the seller? Commodities? Sales, began to change strategy, solve the problems on the road. In fact, this is just the buyer's prevarication, just paving the way for the later price negotiations, thus being in a favorable position. At this time, the seller also understood this meaning, so he refuted the buyer with a strong basis.
Stalemate: Both sides say something, but they can't reach an understanding. Therefore, in order to break the deadlock, buyers first began to introduce a new round of game: price. At this time, it should be noted that the buyer first asked the seller about the price, and the buyer was in a favorable position, but the seller's response was to immediately throw out his planned price, but did not reserve enough space for himself to let the other party reduce the price. So the initial negotiation was over, but the buyer realized that the real contest was still behind, and the negotiation of the store amount was fundamental.
Deep game: the buyer asks the seller to re-quote and explain the content of the price. The buyer seized the initiative again, and the seller was led by the nose. Then there is the price compromise. When the seller asked the buyer what price he could give, the buyer unhurriedly quoted a price that was quite different from the seller's price, and attached an additional condition. At this time, the buyer has collected enough information about the other party, but he is constantly exploring the bottom line of the other party's price. He just makes a judgment and chooses the best price from it. The seller continued to struggle, but the buyer had already understood and pointed out the weakness of the other party, forcing the seller to make price concessions. The seller tried hard to test, hoping to raise the price, while the buyer stopped by static braking and never gave in. At this point, the seller made a very unwise decision, that is, he completely compromised the conditions put forward by the buyer and did not know how to ask the other party to return the goods when making concessions. Fully show your weaknesses to buyers and be in a passive situation. The buyer pursued the victory and finally won, and also gained the benefit of installment payment.
Summary:
This stand-alone game looks like a game. Because the content and ideas are relatively simple, of course, it is relatively easier to think and implement. To sum up:
1 During the negotiation, you must not expose your weaknesses.
After determining the price, ask for as much discount as possible. The later the payment, the more reasonable it is, the better.
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