Pepsi-cola (china) Company Marketing Channel Conflict Management Strategy Discussion

With China's entering into WTO, more and more international beverage companies have been landing in China mainland, hoping to share certain part of the huge cake of China beverage market following Coke Cola and Pepsi Cola. With the competition becoming increasingly fierce and the brand competition combined with channel competition, there have seen increasing number of emerging channel conflicts that is calling for conflict management.As a leading player in the market, Pepsi's Channel Conflict Management strategies will no wonder provide a helpful guidance to this industry. Following the purpose this paper has studied and managed to build up the Channel Conflict Management strategies for Pepsi.First of all, Pepsi should strive to develop the sales channel and establish competitive advantages in sales channel through improving the controlling and management of the channel. Secondly Pepsi should try to exploit multi-channel sales mode while dealing with various channel conflict appropriately at the precondition of not impact the positivities of traditional channels and original dealers so as to achieve the growth in both sales revenue and market share. Thirdly, the established strategy of channel conflict management will provide foundation of decision-making for Pepsi (China) management in time of dealing with such issues.The paper summarized Pepsi (China)'s existing problems in channel conflict management and utilized the theory of channel conflict management to analyze the causes of formation, types and solutions of channel conflict. Subsequently the paper expounded in full-scale Pepsi (China)'s target, principles and procedures of channel conflict management, discussed both the strategic concept and the specific strategy of channel conflict management which fit the situation of China, and eventually established Pepsi's three core channel conflict management strategies which are based on multi-channel conflict handling,building-up strategic alliance and dealer's strategic reformation so as to increase competitive edge and obtain leading position in the fierce market competition.Being a strong player in the carbonate beverage market, Pepsi (China) is confronted with the channel competitions not only from international brands but also domestic companies. The channel conflict it faces in its channel competition, the issues it sees in the channel conflict management and its causes analysis, and solutions as well as strategic decision shall have abroad catholicity and guidance.