管理咨询罗兰贝格德国汉高公司进入中国市场的策略的项目建议书.ppt

Nirma\interim-rpt Example Description of approach Develop customers and build up sales network Delegate a reliable distributor to manage the network The team is assigned to another new market Build up a long-term agent relationship with the distributor Example: New market entry approach in Chongqing Front attack Use several qualified agents to sell product with long-term credit term (3 months) Send a sales team to support agent to promote as well as build up own know-how Take over the sales network and directly sell to whole sellers Joint attack Diaopai Yuxiu Power 28 (benckiser) Weibai (Henkel) Establish own sales branch locally Directly sell product to wholesalers and large retailer Direct attack (sell) Tide (PG) OMO(OMO) Qiqiang Source: Roland Berger Partners? interview C Front attack strategy is recommended for Nirma to penetrate new market Nirma\interim-rpt Employ distributor and its own sales force (about 2000) to explore market in the meantime Distributor focus on existing channels and areas Whitecat sales force focus on unexplored new markets Be flexible to different market situation Low reliance on distributors Possible conflict between distributors and its own sales force Therefore, distributors may lose interest to work with Whitecat Slow response to changing market with hieratial management, e.g. the approval for a promotion plan will last 3 months C Whitecat uses distributor as well as its own sales force to jointly explore  markets Distributor Wholesaler Description Whitecat’s distribution channel mapping Strategy CONS Secondary distributor Retailer End consumer Whitecat regional sales office End consumers Retailer Back up Wholesaler Distributor Whitecat Source: Roland Berger Partners? interview PROS Incapable to response to changing market and consumers Nirma\interim-rpt Description Qiqing’s distribution channel mapping Dispatch huge sales force to directly approach wholesalers and retailers Sales Rep. regularly visit wholesalers