Case Analysis of Successful Entrepreneurship
Case 1: Confusion of Hefang
In China Medicine and health care industry, the name of Hefang was once closely associated with Haci. This is not because he holds the position of vice president of marketing of Haci, but because he has created miracles in the marketing history of medicine and health care products countless times. It is reported that when he presided over the marketing planning of Haci Five Elements Needle, he bought out dozens of TV stations in the country at a low price in the spirit of taking the disapproval of his peers, which was regarded as non-prime time without ratings in the eyes of his peers. Advertisements are broadcast for 3 minutes every day, which makes the Five Elements Needle open the market in a short time, and the daily sales easily leap over 1 million yuan, setting an astonishing record of 11.8 million yuan, which has become a classic case of marketing planning in China.
however, it is such a successful professional manager in the eyes of the public, but it is another CEO of Haci, Guo Liwen? Right hand man? Duan Hongju, the vice president, quietly left one after another.
As the best professional managers in China, why did He and Duan leave when the enterprise was on the rise? According to He Fang, there are three main reasons for leaving Haci. First, I have worked in Haci for eight years. Although I have held a high position, my growth is the same as that of the company. Does it exist? Structural defects? . That is to say, personal experience is the same as that of the company, and personal knowledge structure is the same as that of the company. If you continue to work, it is difficult to make any new breakthroughs, which is not very responsible for yourself and the company; The second is to face new challenges. Too long time in Haci, too familiar, has produced a lot of inertia. So I suddenly thought, where will I be placed in other places? Third, I want to turn myself into? Hard currency is able to circulate in a wider range. Because after China's entry into WTO, the competition will be intensified, but it is mainly the competition for talents.
he Fang said: I think a real professional manager should not be confined to one industry, but should be able to undertake the heavy responsibility of management in any industry and be like a duck to water. So after having this idea, and looking at my age of 37 or 8, I am more determined to solve it before I am 4. ?
after he left haci, he Fang first went to a famous multinational company? Power Media was the marketing director, but soon resigned. Regarding the second resignation, He Fang said: Everyone's relationship with the company should be balanced. Once the company gives you more than you contribute to the company or vice versa, you can't work here.
He Fang, who resigned for the second time, is currently actively planning a book on the management and marketing of pharmaceutical and health care products enterprises in China, and at the same time setting up a marketing consulting company? Shanghai Puhua Lizard Studio. Do some planning and consulting for some pharmaceutical and health care products enterprises. But being a marketing consultant is a stopgap measure? Or keep doing it? Or will you come to the enterprise to be a professional manager? He Fang said it's hard to say for the time being. But he said, if he is more mature in the future, it will be universally circulated? Hard currency? If there is a mature and suitable enterprise invitation, he may consider it.
case 2: professional manager: starting a business or continuing to work?
once upon a time, it was fascinating to hold an important position in a large enterprise and secure an enviable high salary. Moreover, today, with the increasing value of professional managers, in addition to millions of annual salary, there are stock options. However, these bright prospects seem to be losing their appeal to professional managers. Instead of? Depend on others? , not as good as? Start a new stove? It is becoming a new choice for more and more managers to quit their enviable positions and join the tide of entrepreneurship. What prompted managers to devote themselves to the tide of entrepreneurship?
A miserable job is not as good as a happy business
Recently, a survey on the pain index of managers in Beijing, Shanghai, Guangzhou and Shenzhen showed that the managers in the four places have their own difficulties. Managers' pain in the working environment is mainly concentrated on the high predetermined work goal, the unclear development of the company, the serious brain drain and the imbalance between pay and income, all of which are relatively high. About 32% managers generally feel that their work is overloaded and they are not very satisfied with their income. Due to the double overdraft of physical strength and spirit, some managers have been miserable. If given the opportunity, they will still choose to seek new development or jump ship.
About 48% ~ 53% of managers feel that the prospect is not optimistic, and some even feel anxious and suffering. Many managers attach great importance to the training and promotion opportunities provided by the company. For them, it is more important to have a lot of room for development in a company than a temporary high salary. 36% of managers are very painful to give up the training plan because they are too busy. Some people even think that painful employment is not as good as happy entrepreneurship.
instead of waiting? Fired? Why not get up? Start a business?
The job of professional managers is not permanent. The pressure of external competition and the disadvantage of enterprise operation may make them be like ordinary employees? Fired? . According to employment agency Challenger Gray &; According to statistics from Christmas, there were 8 CEOs who left in the United States in May 22. These CEOs are not in charge of new economic companies with unstable performance, but large companies with famous brands around the world. According to the figures released by Challenger, the average CEO who left this year has been in office for 1.3 years, much higher than 5.7 years in 21.
Collins, an economist and a professor at Stanford University, pointed out that a company can gain a leading position in the fierce market competition not only by relying on a hero like CEO. Similarly, the bankruptcy of a company should not be entirely attributed to the CEO. Although the CEO is important, it is only a key component of the company as a whole.
CEO is the goal and model of professional managers. Nowadays, even these CEOs have fallen in rows, not to mention professional managers! Faced with a bleak career prospect, professional managers have to consider their own retreat? Is it a choice? Enjoy the cool under the big tree? Or set up another hill and take control of your own destiny. Many managers are thinking about this problem.
it's not enough to seek for different goals
why do managers give up attractive positions and join the tide of entrepreneurship? There are several reasons as follows: First, the external entrepreneurial opportunities are attractive. Gates can drop out of school to start a business in the attractive fashion of legal profession. As a manager in business, he can't resist the passion of starting a business. Second, personal promotion is restricted. How many CEOs can a big company have? Many professional managers can't break through when they rise to a certain position. Third, managers and entrepreneurs have conflicts in management style or judgment on key issues. For example, Duan Yongping chose to start his own business from scratch because he could not reach an agreement with his boss on the issue of shareholding system reform. The fourth is the crisis of trust. After a long period of accumulation, many private enterprises in China grew bigger and bigger, and many people felt overwhelmed, thus introducing a large number of high-quality enterprise management talents into the management core. However, after a short time? Honeymoon? Since then, there have been different degrees of trust crisis between professional managers and bosses in many enterprises. From love at first sight to mutual suspicion, and then to breaking up in discord, this experience has also prompted many managers to choose the road of starting their own businesses.
Are you ready for the transition from housekeeper to master?
In people's eyes, entrepreneurs are idols who can take risks independently and are full of innovative consciousness. In contrast, managers go to enterprises to seek jobs in order to pursue realistic returns and participate in team work. What if you change from a manager to an entrepreneur? Let's imagine that we are the only survivor of a shipwreck and are trapped on an isolated island. A minute ago, all your needs such as diet and entertainment were taken care of; Now all this is suddenly gone. How can you survive and keep your morale? Will you like this new life if there is no one to help you for a while? The journey from manager to entrepreneur is full of difficulties and obstacles. Are you fully prepared?