Surroundings - concerns how a company perceives its position in the market and how objectively this perception is supported by the environment and customers.
Suppliers - raises issues related to the quality of materials and services provided. It is necessary to assess the presence of problems with the level of services provided.
Systems - assess the degree of organization and documentation of processes within the company: how well are the procedures, sales scripts, and scenarios for all stages of work structured.
Skills - assesses whether employees have the necessary experience and qualifications to perform their duties.
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Alexander Kuleshov
Alexander Kuleshov
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How to find out the 5 key marketing metrics in your company?
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Current template for calculating KPI for sales manager
9 Examples of Universal Selling Commercial Proposals
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Cold Lead Processing Script Template
A checklist of canada mobile number ready-made questions for engaging cold clients
7 Profitable Marketing Strategies Examples
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How to make an Ishikawa diagram
It is convenient to draw the Ishikawa diagram on a large sheet of paper or on a board. On the right side, in the "head of the fish", the problem to be solved is indicated. From the "backbone" come large side "bones", which represent the main causes (first-order factors) - the culprits of the created situation. Small "bones" are strung on large side "bones" to explain what exactly caused the difficulties. The process continues until all the details influencing the main problem are identified.
Now let's look at the steps that need to be taken in practice.
Form a team to brainstorm
To build a diagram, brainstorming is used, involving specialists from different departments of the company.
Form a team to brainstorm
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Let's take the example of a bakery owner who has a problem - a decrease in demand for poppy seed buns. Experts, based on personal experience, put forward assumptions about the reasons for such a decline. Each proposal should stimulate further questions. An example dialogue might look like this:
— Why have sales of poppy seed buns decreased?
- Perhaps this is due to a deterioration in taste.
— Why did the taste of the buns get worse?
— Due to the use of low-quality poppy seeds.
- Why do we have bad poppy seeds?
— Due to the desire to reduce costs.
Mark each idea on the fishbone diagram.
When entering ideas into the diagram, do not ignore even the smallest or seemingly ridiculous suggestions. Arrange them correctly: place the main causes as large "bones" of the first level, and subsequent factors - at smaller levels, taking into account the logic of the cause and effect relationship.
If demand for buns decreases, possible first order problems may include:
deterioration in product quality;
problems with service;
intensified competition;
seasonal fluctuations in demand;
the product has lost its appeal.
Then we add second and third level causes to each main problem.
Why has the quality at the bakery deteriorated?
There were problems in production (the equipment was outdated, the bakers were not qualified).
Poor quality of ingredients (low-grade flour, old poppy seeds).
Failures in the logistics chain (buns reach the customer stale).
Why are there service issues at the bakery?
Because of the service staff (rude treatment, staff turnover).
Organization of trade (lack of convenient payment systems, uncomfortable sales area).
What caused the increase in competition?
A store of the same type was opened in the immediate vicinity.
The bakery's range now includes buns with the best taste.
Why do bun sales drop during the summer months?
The holiday season is coming.
In hot weather there is no desire to eat buns.
During the holidays, children do not eat buns during breaks at school.
Why have buns lost their appeal?
Growing popularity of healthy lifestyles (people refuse or limit themselves in baking).
Decreasing standard of living (there is not enough money for basic products, and buns are a luxury).
Increased income (switched from buns to cakes).