Case Study On Distributor Selection And Management In India Market Of Rapoo Company

In the context of global economic integration,it has become the trend that Chinese enterprises,especially the well-known small and medium-sized enterprises start to develop the oversea market.As a well-known computer peripherals sales and R&D company,Rapoo Company focus on wireless mouse and keyboard which are taking a good market share in China.In the business expansion plan,strategically oversea market development has become an inevitable part.In 2012,Rapoo started the global branding strategy and developed its oversea market through distributors.If Rapoo wants to capture the Asia-Pacific market,India market is a bridgehead that must be overcome.Therefore,Rapoo Company has placed great expectations on the development of India market.However,Rapoo India market development did not go well as expected.The improper selection of distributor makes Rapoo face many difficulties in expanding the business in India,which directly restricted the global branding strategy.Therefore,how to optimize the selection of distributor and management becomes very important for Rapoo Company.Considering the universality of Rapoo's concern,especially the revealing significance of developing India market,the paper adopts a case study approach.The author is one of the main planners of the company's operation in the Indian market,and has led and participated in the comprehensive analysis of the selection process of the company's distributor in the India market.In the specific research process,the related theory and research status that need to be adopted from the case analysis are reviewed.Then,with the help of comprehensive analysis,it elaborates that the initial failure of the Rapoo Company's India market is mainly concentrated in six aspects,among which Rapoo has three problems and three from the distributor.On this basis,the brainstorming method is used to deeply analyze the six aspects of the problem,and analyzes the lack of detailed and comprehensive market research as a support for the company's marketing and promotion process in India.Without distributor evaluation system,the necessary incentive and management system are the main reason for the failure of Rapoo in the India market.In response to these problems,Rapoo Company proposed:(1)Strengthen market research work,use third-party survey companies to complete preliminary research on India market information,and solve information asymmetry;(2)Emphasize two indicators: distributor cooperation intention and distributor purpose to establish a perfect distributor evaluation index system to solve the problem of lack of scientific evaluation in the distributor selection process;(3)Strengthen the management and incentive of the distributor to solve the problem of distributor marketing plan implementation and implementation.After preliminary practice,the solution and implementation strategy proposed by Rapoo Company effectively solved the problems in the selection of distributors in India market,and provided a more feasible reference case for the development of other overseas markets.At the same time,the research results of the thesis can also provide theoretical and practical guidance for Chinese manufacturing enterprises to go abroad and implement international business strategies.