Marketing Channel Optimization Solution For Bermad China Company

With the global economic integration, homogenization of products occurs seriously. Therefore, enterprises must gain core competitiveness to win competitors. Nevertheless, among all competitive advantages, marketing channel is the most difficult to copy and surpass by competitors in a short time. And highly-efficient marketing channel has evolved into the most important strategic resource. Bermad Control Valve Company, a daughter company of Bermad Group in Israel, was established in1998, and sells hydraulic control valve and air valve. In recent years, it has been some marketing channels are not fit for the current market because of changes in marketing objectives and competitive environment. So marketing channel optimization turns into a priority.Based on the theory of marketing channel optimization, this dissertation is to review history and actual state of Bermad’s market channels, and to find existing issues. This dissertation finds:client demand varies more obviously than ever with direct clients increase, and the company marketing goal is to meet the demand, however, both the original channel organization and distributor capability fail. That is the top issue. So this dissertation will give channel optimization principles and solutions per the channel issues and the company future marketing goal. Also this dissertation will propose advice on future marketing channel selection and management.