Coca-cola The Xi'an Bottling Plant Distribution Channel Management

Since its establishment in 1995, the Xi'an Bottlers of Coca Cola has gained yearly increasing profits, with continuous expansion of its production and service coverage - from Shaanxi in the initial period to all the five northwestern provinces now, hence enjoying a very good reputation in this field. Its sales mode has become something to be emulated by a number of enterprises. What is very remarkable is its marketing channel management guided by advanced theory and conducted with appropriate tactics and practical operations, based on which professionals have written many articles.The author of this thesis, therefore, has expounded in detail the management function of marketing management, pointing out that the establishment and choice of distribution channels in different market environment, the operation of the channels, the stimulation and encouragement of the salespersons, the handling of internal conflicts, the adjustment of channels and alignment of channel resources should and must be stressed in any marketing management.It's with this understanding that, the author, applying case analysis presents a detailed description and analysis of the strategies, tactics and excellent performance of marketing management of the said bottlers. Much space and energy are devoted to the description and theoretical analysis of the Partner Distribution System.In this thesis, the history of marketing management of the said bottlers is divided into three stages: Stage 1, the development stage; Stage 2, network formation stage; and Stage 3, mode transformation stage, The analysis reveals how the Xi'an Bottlers of Coca Cola applied themarketing channel management theory, how it established its marketing network, how management was administered, how innovations were introduced and how the bottlers gained superiority. The importance of channel management in marketing management is thus borne out by this analysis.The following part of the thesis sums up the experience the Xi'an Bottlers of Coca Cola has gained and points out the places where improvement is necessary.Lastly, a channel management model is supplied. The author hopes that large and medium-sized enterprises may benefit from this model.