羅蘭貝格--geberit中國(guó)的策略流程再造b-文庫(kù)吧
2025-04-28 14:51 本頁(yè)面
【正文】 Project Distributor owned retail outlets Subdistributors Project Subdistributor owned retail outlets OEM Ceramic providers 94 Each of Geberit’s distributors has its own channel orientation, focusing on retail business or project sales Project Retail Gegerit‘s top 10 distributors Xiamen Hai Sheng Shanghai SEC Guangzhou Hua Run Shenzhen Xin Yue Shanghai Zhong Xin Nanjing Jin Lin Beijing Jie Xin Te 30%70%Retail Project National channel sales structure Source: Roland Berger amp。 Partners‘ analysis 95 Retail channel GSHA 96 The core process of Geberit retail sales should be divided into four steps: targeting of retail coverage。 coverage execution, retail performance and after sales services Process Phase I Phase II Phase III ? Targeting of retail coverage ? Coverage execution ? Retail performance Phase IV ? After sales services Ownership Geberit Distributor Retailer Geberit and distributors Content ? Region and city selection priority ? Number of retail outlets etc. ? Product distribution target ? Subdistributor work development ? Product distribution targets ? Product display ? Pricing ? Merchandiser training ? Product bination ? Installation ? Warranty / maintenance 97 GSHA has no clear retail coverage target ? Geberit lacks clear planning of retail work development ? Product distribution target is missing (sell what product to which distributor according to their strength and weaknesses ? Regional practice varies significantly, both in terms of retail coverage and product distribution Problem Oute 98 There are significant differences among different regions with regard to retail coverage Shanghai Beijing Guangzhou Shenzhen Northeast (Dalian amp。 Shenyang) Northwest (Xi’an) Southwest (Chongqing amp。 Chengdu amp。 Kunming) Jiangsu (Nanjing Wuxi amp。 Suzhou) Zhejiang, (Hangzhou amp。 Ningbo) Retail coverage Y Y Y Y Y Y Y Y Y Number of outlets 15 5 15 9 3 2 8 9 4 Product sold Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO Traps BWO Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps 99 Geberit has neither intention nor leverage to monitor distributor’s work operations and there are no guiding policies in setting up subdistributor work ―GSHA only sets sales volume target, we can not influence our distributors? ‖ — one regional sales manager of Geberit ―Unlike Kohler, Geberit has no distribution work development policies to guide us ? ‖ — one distributor in Nanjing, Jiangsu province ―Geberit Shanghai only cares about sales figure. They have no clear planning ? ‖ — one distributor in Guangdong province 100 There are a number of factors affecting Geberit’s retail sales Factors affecting ? Signigicant differences from region to region ? GSHA does not provide enough display board, lighting boxes and product catalogue to distributors ? Geberit image shop/counter concept hasn?t been implemented (initiated by Mr. Schuette) ? Poor marketing support ? For same products, there are noticeable differences among distributors even in the same city, along the same street ? Certain products pricing too high (Chantier, BWOamp。Traps) ? Geberit distributiors have limited knowledge of Geberit product knowhow, installation and application technology ? Intensive training is a must ? The selection of toilet bowl to bine with Duofix or Chantier varies region by region ? Distributors select toilet bowls themsleves Product display Pricing Merchandiser training Product bination (Chantier, Duofix) 101 Distributors in different sales regions select ceramics by themselves Example Example: Duofix Region Ceramic provider for Duofix Shanghai Duravit Beijing Laufen Guangzhou Casero, Swell Shenzhen Duravit, Laufen Vitra Southwest Siu Fong, Swell, Casero, Amerian Standard Hangzhou American Standard Nanjing Swell, Casero 102 As to ceramic provider selection, there exist disparate responses both within and outside the anization ―Geberit should not choose Swell as the partner. Swell is a low end brand? ‖ — one regional sales manager of Geberit ―If
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1