Strategic marketing analysis of business development and channel management: a case study of consumer electronic company A in Malaysia

• Main Authors: Chang, Wen Hsin, 張文馨
• Other Authors: Wu, Lei Yu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/42657046799057407159

碩士 === 國立政治大學 === 企業管理研究所 === 100 === Globalization has led Taiwanese manufacturers to expand their brands globally, especially in consumer electronic industry. This raises important topics including the role of overseas salesperson, establishing overseas sales channel and introducing products overseas. This research discusses how company A sells notebook in Malaysia using 4C strategic marketing theory, with the purpose to provide oversea salesperson an insight and overview of how to establish and sell when first enter a foreign market, as well as how to increase bargaining power using incentive mechanisms and how to allocate resources to different oversea entities with scenarios of different market share. When Company A first entered Malaysia, it chose to have its distributors to handle cash, and provide it with logistics and information system to lower costs. Later on, company A started to have KDP (Key Dealer Program) for better relationship management with its dealers. In this case, company A leveraged the relationship with dealers to increase its bargaining power toward distributors. When the company obtained sufficient market shares, it then start to do marketing campaigns to increase its bargaining power with its dealers and distributors.