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Strategy Research About HSY Marketing Channel Management

Posted on:2012-01-08Degree:MasterType:Thesis
Country:ChinaCandidate:Y ZhangFull Text:PDF
GTID:2189330332974838Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the high-speed development of worldwide economic, the market had changed to be a typical buyers market from previous sellers market. In most situations channel members who were close to end-users enjoyed bigger and bigger discourse power when they gamed with manufacturers, competitive strategy was adopted to gain more interest from manufactures. In this case, to avoid the possible increased cost caused by these channel members'opportunistic behaviors, effective channel management was critical manufacturers. Especially in the tide of global annexation and restructure, more and more manufacturers were capable and affordable to operate the channel by themselves when they expanded greatly. How to manage the distribution channel with high efficiency was vital, or at least assigned high priority, for these manufactures.Under this condition, HSY initiated to adjust their channel proposition. Since the trading cost was reduced by 2.24%, the channel value was optimized with higher efficiency.This paper covered 5 main parts,1st chapter, preface, introduce the background, objective and indication2nd chapter, environmental analysis marketing channels;3rd chapter marketing channel system, analyze the overall market environment.4th chapter, evaluation and incentive marketing channels;5th chapter, marketing channel management;6th chapter, summary, recap the strategy and key points in channel management for fast-moving consumed goods industry...
Keywords/Search Tags:fast-moving consumed goods, marketing channel, product pricing, channel promotion, channel member performance
PDF Full Text Request
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