关于蒙牛乳业与美特斯邦威公司的商务谈判策划方案2012.10.23

一、谈判团队人员组成：

1、主谈： （蒙牛公司销售总监，谈判全权代表）；

2、秘书：  （负责主持我方谈判流程，配合主谈进行某些问题的决策）；

3、财务部经理：（负责与对方商谈数量及价格问题）；

4、技术顾问：（负责向对方阐述技术及质量问题）；

5、法律顾问：（负责向对方阐述合同问题）；

另、谈判资料收集汇总：

二、谈判主题：

产品供应（美特斯邦威公司就采购牛奶合同与我公司进行商务谈判）。

三、谈判背景：

临近年底，美特斯邦威公司准备采购两种大批量的箱装牛奶，发放给旗下优秀员工，作为年终奖励，以增加福利，激励员工工作积极性，于是与我公司进行采购合同的商务谈判。

四、双方优劣势分析：

我公司优势：1、公司实力雄厚，知名度广。

            2、明星代言，树立了良好的企业形象。

            3.、公司管理模式科学，员工文化素质高。

            4、 公益营销赢得良好口碑。

            5、 蒙牛董事长牛根生的个人魅力。

我公司劣势：1、三聚氰胺事件引发中国乳业信誉危机。

            2、国外品牌进驻国内市场。

            3、国内企业在价格和品质上的威胁，如伊利、光明等。

            4、产品定价普遍偏高。

美特斯邦威公司优势：1、公司品牌知名度高，有大量业务需要，可与之成为老客户。

                    2、资金雄厚，可以适当抬高价格，以取得更大的经济利益

                    3、企业形象健康，在消费者中口碑良好。

                    4、有很高的广告优势和行业影响力。

美特斯邦威公司劣势：1、公司对待基层员工的福利待遇欠佳。

                    2、对于产品要求很高，必定会全力讨价还价，压低我方报价。

五、谈判目标：

1、达到与之合作的目的，实现双赢，并且尽力在以后与之形成长远的合作。

2、努力实现我方利益的最大化。

3、与之形成交易，在获得利润的同时，借对方公司的实力和知名度扩大我公司的影响力。

六、谈判程序及具体策略：

1、双方身着西装步入谈判席，对方谈判团队依次向我方谈判团队友好握手；

2、双方依次入座；

3、我方秘书先起身向对方致欢迎词以及自我介绍：“美特斯邦威公司的朋友们你们好，首先欢迎你们的到来与我方洽谈具体合作事宜，我是蒙牛公司的秘书  ，现在请允许我先介绍我方谈判团队，我方销售总监   ，我方财务部经理   ，我方技术顾问   ，我方法律顾问  。（被介绍者依次起身向对方鞠躬）

4、对方秘书起身介绍对方谈判团队。

5、开局：

方案一：感情交流式开局策略：通过谈及双方合作情况形成感情上的共鸣，把对方引入较融洽的谈判气氛中（如我方主谈先询问对方“首先请问各位朋友，我方为各位安排入住的酒店是否还习惯？”“各位，我们的”等等）。

方案二：采取进攻式开局策略：营造低调谈判气氛，先指出本公司的优势所在，令对方产生信赖感，使我方处于主动地位。

6、中期阶段：

步骤：

j由主谈展开谈判，介绍我公司具体情况；

k由我方秘书向对方谈判成员分别发放我方两种产品的纸质资料，并向对方说明我方两种产品的介绍

l进行第一轮，由技术顾问主要负责与对方谈判技术及质量问题；

m第二轮由财务部经理主要负责与对方谈判采购的数量与价格问题；

n最后由法律顾问主要负责与对方谈判合同上的条款和相关法律问题；

注：在以上三轮过程中，其他成员应在适当时机配合以上三位成员和对方进行相关问题的交涉。

策略：

№ 借题发挥的策略：认真听取对方陈述，抓住对方问题点，进行攻击、突破；

№ 红脸白脸策略：由两名谈判成员其中一名充当红脸,一名充当白脸辅助协议的 谈成，适时将谈判话题从价格转移到产品质量上来；

№ 层层推进，步步为营的策略：有技巧地提出我方预期利益，先易后难，步步为营地争取利益；

№ 把握让步原则：明确我方核心利益所在，实行以退为进策略，退一步进两步，做到迂回补偿，充分利用手中筹码，适当时可以答应部分要求来换取其它更大利益；

№ 突出优势:以以往案例作为资料，让对方了解到我们的优势。强调与我方协议成功给对方带来的利益，同时软硬兼施，暗示对方若与我方协议失败将会有巨大损失；

№ 打破僵局: 合理利用暂停，首先冷静分析僵局原因，再可运用把握肯定对方行式，否定方实质的方法解除僵局，适时用声东击西策略，打破僵局。

7、休局阶段：如有必要，可根据实际情况对原有方案进行调整。

七、最后谈判阶段：

1）把握底线: 适时运用折中调和策略，把握严格把握最后让步的幅度，在适宜的时机提出最终报价，使用最后通牒策略。

2）埋下契机：在谈判中形成一体化谈判，以期建立长期合作关系

3）达成协议：明确最终谈判结果，出示会议记录和合同范本,请对方确认,并确定签订合同的具体时间和地点。

八、制定应急预案：

双方是第一次进行商务谈判，彼此不太了解。为了使谈判顺利进行，有必要制定应急预案。在适当的时机暂停谈判。

假设1、对方不同意我方对报价***元表示异议
应对措施：就对方报价金额进行谈判，运用妥协策略，换取在交接期、优惠待遇等利益。
 假设2、对方使用权力有限策略，声称金额的限制，拒绝我方的报价。
应对措施：了解对方权限情况，“白脸”据理力争，适当运用制造缰局策略，“红脸”再以暗示的方式揭露对方的权限策略，并运用迂回补偿的技巧，来突破缰局；异或用声东击西策略。

假设3、对方使用借题发挥策略，对我方某一次要问题抓住不放。
应对措施： 

避免没必要的解释，可转移话题，必要时可指出对方的策略本质，并声明，对方的策略影响谈判进程。

九、合同签订的流程：

双方在经过针对一系列问题的谈判后，均同意合同上的各项条款，于是商定将于20##年12月16日签订在武汉船舶职业技术学院经管系正式签订合同，具体流程如下：

1、双方互相握手，依次入席。

2、由我方秘书向对方主谈发放合同，并且向双方成员宣读合同中各项条款。

3、双方仔细查阅合同，确认各项条款达成一致。

4、双方主谈互签合同。

5、双方成员互相握手以示友好。表达希望合作愉快的愿望，并合影留念。

6、双方互赠礼品。

7、至此，美特斯邦威公司就采购牛奶合同与我公司进行商务谈判圆满结束。

 

第二篇：卖方商务谈判方案英文版

Catalogue

Ⅰ、Negotiation Theme

Ⅱ、 Negotiation Team

Ⅲ、 Preliminary Investigation

     ⒈Industry Background

     ⒉Our Business Background

     ⒊Other Business Background

Ⅳ、Deep Analysis

⒈Benefits the two parties want to get and the analysis of advantages and disadvantages through the negotiation

⒉Negotiating issues identified

Ⅴ、Negotiation Objectives

Ⅵ、Negotiation Process

Ⅶ、Negotiation Strategy

     ⒈The start of negotiation

     ⒉The analysis of strategies used in the mid-term negotiation

     ⒊The final sprint stage

Ⅷ、 Emergency Plan

  Negotiation matters with the British Lipton on tea wholesale

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 long-term 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

⒈Industry 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.

⒉Our 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, etc. We are always working on tea trade and supply base construction, and have built tea gardens 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.

⒊Other 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

⒈Benefits 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.

⒉Negotiating issues identified

Question 1:.To negotiate the purchase quantity and the type of payment

  

Analysis:

It can be seen from the figure that,  from 2007 January to 20## November, the number of China's enterprises of refined tea processing industry has increased, but  in 20## 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 non-toxic 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 .