| To be successful in globalization of the world economy, the Chinese managers must become familiar with their competitors and the global environment they operate in. Following China's open the door policy that many multinational companies have invested in China, at same time, many Chinese enterprises will enter or already stepped on going abroad. Facing the great opportunities and challenges of new market, we must demand knowledge and skill if we are to compete and operate successfully in the global environment.From small to be strong that enterprises are always to enter the new market. This report reviews a multinational company named OC, OC is a global leader in the production of fiberglass-based insulation and composites, and other building materials. OC employs more than 18,000 employees and the sales volume was more than 6 billions last year. In China, OC is from zero in 1994 to 1 billion RMB sales last year. This report focuses on strategy of competition to starting stage of OC . At first, competition analysis helps us to understand what is the core competition, and what is strategy position around long-term objective for OC in the beginning stage. Then, this thesis points out that company should pay attention to strategy orientate around long-term objective and make the right plan for sales strategy. According to marketing management theory of Philip·Kotler, this thesis illustrates how the sales channel manages especially channel member's choice and distribution of the task at beginning. Finally, this thesis works out an exhaustive analysis to OC distinctive channel solution of conflict, and proposes assessing the improved methods in sales channel.This report has certain reference value to enterprises that hope to utilize one's advantage to make the competition advantage in new market. In highly fierce competition of the global environment, our Chinese managers demand knowledge and skill even from their competitors including what is described in this report. |
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