The Research On Indesit Company Sales Channel Strategy

In recent years, China's home appliance industry, driven by China's sustainable economic growth, has developed rapidly. Under this circumstance, Indesit Company, as Europe's second largest home appliance company has made a high-speed growth in China market for more than 10 years. It has achieved imported home appliance market share of more than 10 per cent and become one of the leading brands in China's imported home appliances industry.However, in last three years, while other European and American imported home appliance brands were gradually entering China, domestic production of international brands and domestic brands in the high-end products'quality and performance were continuously improving, they began to gradually seize the market share of imported home appliances. China's imported home appliances market received impact of intensified competition in the market. Indesit Company's sales volume growth slowed down distinctly and products'profits began to fall, especially the problems of sales channel strategy started to reveal. Therefore, how to find a suitable solution as soon as possible to help overcome the current difficulties, out of its predicament and enter a new round of development cycle, has become an urgent task of Indesit CompanyThis article will take Indesit Company's sales channel strategy of its imported home appliance products sales in China as the object of study, use the PEST model, five strength models, and internal and external factor appraisal matrix tools to analyze the company's internal and external environment, identify the critical factors influencing the company's development. And will use the SWOT matrix to analyze the opportunity, the threat, the strength and the weakness Indesit Company facing at, make clear the company's development direction. The article will combine the vision and mission of the company, propose the variation strategy. And will utilize the value analysis and the value curve to select the critical elements that influence the company's development in the future. Besides, the article will analyze the reasons of channel conflict and find solution by using the Marketing Game Theory. The adjustment target and improvement scheme of Indesit Company's sales channel strategy in China are proposed. Finally the article will induct the balance scorecard, make plan in four aspects' achievement target systems of the company in finance, customer, internal flow, and study & growth, this will guarantee Indesit Company to be able to carry out the company's sales channel strategy plan in each management activity, realize the company's sales channel strategy target in China.The research of this article is based on the actual case study, it can be used as a reference for many foreign companies to develop market, escape from the price war, create core competitive power, and promote customers'satisfaction degree and loyalty in China market.