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credibility, knowledge, skills. NO TRICKS中的"N"代表需求(need).对于买卖双方来说,谁的需求更强烈一些?如果买方的需要较多,卖方就拥有相对较强的谈判力,你越希望...

Catalogue Ⅰ . Negotiation Theme........................................................................................2 Ⅱ . Negotiation Team..........................................................................................2 Ⅲ . Preliminary Investigation..............................................................................2 ⒈ Industry Background..............................................................................2 ⒉ Our Business Background......................................................................2 ⒊ Other Business Background...................................................................3 Ⅳ . Deep Analysis................................................................................................3 ⒈ Benefits the two parties want to get and the analysis of advantages and disadvantages through the negotiation.............................................3 ⒉ Negotiating issues identified...................................................................3 Ⅴ . Negotiation Objectives....................................................................................4 Ⅵ . Negotiation Process.........................................................................................5 Ⅶ . Opening and Negotiation strategies.................................................................5 ⒈ The start of negotiation.............................................................................5 ⒉ The analysis of strategies used in the mid-term negotiation.....................5 ⒊ The final sprint stage.................................................................................6 Ⅷ . Emergency Plan................................................................................................6 Negotiation matters with the British Lipton on tea wholesale 1 Ⅰ .Negotiation Theme The negotiating cooperation around the central theme of tea procurement will be launched by the exchange of feelings to achieve peace negotiations and show our sincerity. We hope that both sides can reach a win-win situation over the negotiations through the exchange, and achieve the longterm cooperation in the future . Ⅱ . Negotiation Team Our Company: Chief negotiator: Yang Miaomiao (responsible for the negotiation matters on tea wholesale ) Auxiliary negotiator: Chen Cong ( negotiation assistant) British Lipton: Chief negotiator: He Yanjiiao (marketing director) Auxiliary negotiator: Liu Xiaofei (Financial Officer) Ⅲ . Preliminary Investigation ⒈ Industry Background Domestic background of tea market : At present, China's tea production, domestic sales, tea exports are at best level in history,mainly due to the financial support from local government , the deepening reform of tea enterprise, the new capital and the new technology widely used in tea production, as well as the development of new tea products, which have injected new vitality into tea industry in China. British background of tea market : Nowadays,UK is the largest tea importer around the world. Britons are world-renowned as the person who enjoy drinking tea with the consumption of 160 million cups of tea per day. The tea they import from other countries are most of bulk tea , which is made through blending, packaging (small packages) or processed into a teabag after entering into the market. Britons pay more attention on the high quality of tea. Tea-drinking is deeply rooted in the British tea culture and usually in high-end consumer-oriented with a great variety of tea,which could be divided into Ceylon tea, Earl Grey, English breakfast tea, Irish breakfast tea and organic tea. In recent years, due to the strong growth of tea trade on green tea, Darjeeling tea, fruit tea, herbal tea and some other new varieties of tea, overall sales in the UK tea market decreased slowly. At this point, in order to maintain market share, the original merchants must introduce new varieties and seize new opportunities to develop tea markets. 2.Our Business Background Fujian Tea Import &

Export Co., Ltd. is a foreign trade company held by China Tea Co., Ltd., which is under China National Cereals, Oils and Foodstuffs Corp. (COFCO). Established in February, 1950, our company has developed a business mode, led by foreign trade and integrated by agriculture, industry and trade. Our mission is to promote Chinese tea, pioneer Fujian tea, and provide tea products that are natural, healthy and delicious;

the vision is to enhance values of our brand, employees and company with outstanding quality to achieve sustainable development and become the leading enterprise in Fujian tea industry. Fujian Tea Import &

Export Co., Ltd.(hereafter refers to as Fujian Tea Co.) mainly engages in exporting special teas, which include oolong tea, jasmine tea, white tea, black tea, green tea, We are always working on tea trade and supply base construction, and have built tea gardens 2 according with the green food standards (in atmosphere, soil and water) and had organic gardens about 2533 hectares. Jian’Ou Ming Yuan Tea Co., Ltd., SongXi Rui Ming Tea Co., Ltd. and YongChun Rui Ming Tea Co., Ltd. are our main base companies. At the same time, we own Fuzhou and Fuxing tea processing factories, whose automatic production lines for oolong tea and jasmine tea are leading in this area, and inspection facilities are complete. In recent years, Fujian Tea Co. has been committed to the updating of products and the development of new products, and has introduced Japan’s advanced three-dimensional triangle teabag equipment as well as Italian dual-chamber, no-aluminum-staple teabag machine--IMA C24 which is the only one at home now. The products are environment friendly, suitable for modern fashionable, convenient living needs, and favored by consumers at home and abroad. ⒊ Other Business Background British Lipton has run the tea business for many years.In the UK, British Lipton owns 40% of the market share and is renowned over the world . There are enough idle funds which could be used for the tea investment.The aggregate investment budget is up to 3 million yuan.The company can choose tea suppliers from different countries. Ⅳ .Deep Analysis ⒈ Benefits the two parties want to get and the analysis of advantages and disadvantages through the negotiation Our interests: we hope to expand our production scale and advocacy efforts through international cooperation, so as to create a broader overseas market and increase the global awareness of our company. Other benefits: through the introduction of new varieties of tea to develop the tea market Our advantage: We are selling the tea produced in the beautiful city Fujian . Nowadays, our company has developed a business mode, led by foreign trade and integrated by agriculture, industry and trade. Our mission is to promote Chinese tea, pioneer Fujian tea, and provide tea products that are natural, healthy and delicious;

the vision is to enhance values of our brand, employees and company with outstanding quality to achieve sustainable development and become the leading enterprise in Fujian tea industry. Our Disadvantages: The export of small package tea ranked first in our country, but poor sales of high-end tea gifts in foreign countries. Other advantages:British Lipton has run the tea business for many years.In the UK, British Lipton owns 40% of the market share and is renowned over the world . There are enough idle funds which could be used for the tea investment.The aggregate investment budget is up to 3 million yuan.The company can choose tea suppliers from different countries. Other disadvantages: the various unknown risks in the search for a new tea market. ⒉ Negotiating issues identified Question 1:.To negotiate the purchase quantity and the type of payment 3 Analysis: It can be seen from the figure that, from 2007 January to 2010 November, the number of China's enterprises of refined tea processing industry has increased, but in 2011 the number of China's refined tea enterprises has significantly decreased,which relatively reduced the competition with our company. So our company has the ability to maintain good performance in production and trade. Question 2: matters about the product packaging Analysis: The ancient people like to use tin to purify water to make the taste more sweet. Tin is nontoxic and harmless to the human bodies.The tea pot made of tin has the better function on fresh-keeping because the body of tank is quite thick.In the processing of packaging technology, general tank can adopt inclose deoxidizer packaging method, to remove the oxygen inside the package. Sealed cans use pneumatic, vacuum packaging. This negotiation is not only the generalization for our company’s products,but also can make the other company increased the business and trade,which is a win-win project where both sides could achieve opportunities for development . Ⅴ .Negotiation Objectives 1.Positive Objectives:

About funds: Taking in 1,500,000 yuan as an investment from Lipton Company and establishing a long-term cooperation in whole sales of tea with it . About packaging: Packaging with our company's brand and advertisements on it,and paying for packing cost. 2.Feasibility Analysis: The goal is set up on the basic standard of the same objective and teas promoting, emphasizing on a long-term relationship. 3.Price Product Name/Id Silvery Needle W901 Superior Jasmine Tea 0014 First Grade Jasmine Tea JT030 Packaging In Bulk In Bulk Box In Bulk Box Marketing price/500g ¥200 ¥540 ¥565 ¥355 ¥385 Range of trade price/500g ¥180~210 ¥500~550 ¥540~565 ¥335~355 ¥365~385 4 Ⅵ .Negotiation Process The aim of first stage is negotiating wholesale products and prices,offering overall price on the each certain product and figure out the other side's attitude and basic thoughts;The second stage's theme is transportation. We should make a further discussion about some problems of first stage and make out specific solutions;

Then we discuss about final details so as to get more profits. Taking all relative issues above as a whole consideration and reaching profit maximization on funds,packaging as well as ways of paying. Ⅶ .Opening and Negotiation strategies 1.The start of negotiation Plan A: Starting with a warm,friendly and active atmosphere. Negotiators should show our sincere attitudes and hearty feelings and talking in a delightful mood so as to make this conversation effective and fruitful. Being the sellers this time,we also should fully respect our partners, try as hard as possible to get good images from them,and finally reach our goals. Plan B: Starting with a calm,serious atmosphere. This start can make both of the buyers and us cautious and the meeting ordered. Longtime talking is helpful to pay attention to details. Due to the buyers are lacking of understanding of our tea, we can fully introduce our developing potentials and prospect, getting their acknowledge by psychological seesaw battle. 2. The analysis of strategies used in the mid-term negotiation Bargaining Strategies: Overall bargaining: It refers to offer a new price on the whole condition,including technology and commercial terms. We can increase our price from a macro-perspective without releasing the specific materials we have. We can manipulate the price change because of our further experiences and take the dominating stage. Detailed bargaining: It refers to higher our price on small sections. By offering extra services like small gifts and technology supports in tea market. This can highlight the high quality of the specific parts,so as to get more profits. concession ways: Paying attention to the points: 1. Each concession should make sure benefits of other aspects,never compromise without getting anything else. 2. Use smaller concession to get the buyers'

satisfaction as much as possible. 3. Asking for their concession in some crucial points to us,but make concessions first than them in some secondary issues. 4. Making every concession cautiously and hold firmly on our benefit,never behaving casual and being careless. 5. Each time concession should be in a small size and make other small concession each time when it is necessary. A big concession may make others feel that we are weak and can be easily for them to take the dominating position. Time to concession 1. When both of us have had concessions and benefits,but we still want more benefits. 2. We failed to convince the opposite to buy our produce in an ideal price. 3. The meeting goes into a ceaseless circles,both team members becoming tired,we should put an end to it in case of the failing of whole contract. But in a reasonable range of course. 5 3.The final sprint stage 1. Try to make an agreement as soon as possible ,the very important part of trade is to make an conclusion on the acquired agreements. 2. The buyers may regret upon some points, we should get our benefits talked before as much as possible. 3. Fight for the last-minute benefits. Since the negotiation has come to the closure of assignment, they won't ruin this accomplishment and the established friendship just because of small peanuts. So it is a good time for us to make a final fight for more benefits. Ⅷ .Emergency Plan If the negotiation comes to a deadlock: 1. Stressing on community of interest is an effective method and strategy. 2. Exchange both sides'

opinions wholeheartedly. Only the sincerity can establish the bridge of cooperation. 3. Turn dead ear to the controversial problems,and try change it to interesting topic to alleviate the current disparities. 4. Hold on to our basic line even if we lose this business but keep a friendly relationship with the buyers to seek another cooperation. 6

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2 Personal Qualities of a Negotiator 谈判者的素质 Unit 3 Assemblage of a Business NcR0tiation Team 商务谈判组的组成 Unit 4 The Seller's Preparation for Negotiation 卖方的谈判...

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