Sales Channel Integration Strategy In China Market Of A Company

Meat products are main food in our daily life. The consumption ofmeat is the key indicator of living standard of a country. From1990, theChinese meat industry has been developed rapidly with the developmentof Chinese economy. The Chinese meat production volume andconsumption become the1st in the world. The pork production volumetakes around50%of total volume in the world. From2009, Chinesemeat industry assets and revenue got10%growth for each year.Targeting to this rapid growth of Chinese meat market, most ofmultinational meat producers begin to access Chinese market these years.A company is one of the largest meat producers in the world and alsoentered in Chinese market. The first joint venture of A company wasestablished in Y2001. There are three complexes which owned six plantsin Y2012. As a multination company, due to the decentralized saleschannel management, A company has limited capability to compete withlocal competitors.This dissertation conducts the analysis on current situation of A company’s sales channel through theoretical and practical study. Based onthe5years business plan of A company, this dissertation provides thesales channel integration plan and detailed execution solution. It will be arecommendation to A company sales marketing strategy in coming years.This dissertation includes six chapters, the basic contents andframeworks are as following:The first chapter is introduction. This part mainly gives thebackground and significance of this study and the current situation ofsales channel integration study at home and abroad. The second chapter isthe meat market introduction. This chapter also briefs the basicinformation of main competitors in China and in global market. The thirdchapter is the introduction of A company including the business statusand current sales channel operating model. Based on current sales channelmodel introduction, this chapter did the detailed analysis on the issueswhich A company has under current sales channel operating model. Thefourth chapter introduces the sales integration plan and execution solution.The fifth chapter provides the plan which includes supply chainintegration, product strategy, IS integration to support the salesintegration. This dissertation also analyzes the possible risks and conflictsduring sales channel integrating and work out the solution on these risksand conflicts in this chapter. The sixth chapter summarizes the mainframework of A company sales channel integration plan and put forward the deficiencies of this dissertation.Through this dissertation, a conclusion with general guide could bereached. The sales channel management issues A company has slow downthe expansion of A company in China market. It is vital important for Acompany to integrate the sales channel to enhance the competitiveness inChina market to reach the “Five Year Goal”.