The Research On Key Account Marketing Strategy Of Sidel Company

Along with the globalization of economics and developing of China socialist market economy, the quality of citizen life has much increased with risen purchasing power. In future five years, it is a good opportune time for China to build a moderately prosperous society. And it will be also a significant opportunity for Beverage machinery industry development. Though beverage machinery and production capacity have already big quantity and beverage industry will move to smooth developing stage, there are lots of chances in the market.Sidel is the leading company in beverage machine industry and has over 70 years’ experience in this field. However, Sidel performance is not stable in Great China for latest years when meeting superheating market competition. The sales turnover, margin, and customer distribution of Sidel Company are all unsatisfied. To solve above problems, the company just start key account strategy marketing plan to face the trend of China beverage market development.The beverage production lines sale has its unique characters in the comprehensive purchasing procedure; various influence factors, the indirect demand. So the key account marketing strategy has been applied more often as a new weapon for lots of companies in this area.The article takes Sidel Company as the example. By analyzing the procedure of Key account marketing in Sidel Company, the author hopes the article is helpful for the all enterprises in this or relative industry products sales. At the beginning this article introduces and analysises the internal and external market environment of beverage industry, beverage machine industry and Sidel company. Then it introduces the procedure of Key account marketing plan and schedule in China market and tries to find the existing problems on Key account strategy building and execution by analysis and research, and then gives solutions finally.The PESTEL Model, Porter Five Forces Model, Six Forces Model and SWOT Matrix Model are applied to do the analysis of company internal and external environments in the article. The analytical methods, analytical tools and conclusions in the paper should have had practical significance on Sidel China Zone key account strategy development. Besides this, the article has actual value for the other companies in this industry and relative industries.