【正文】 80 B. Strategy evaluation and Sales amp。 Marketing 81 B1. Strategy evaluation 82 Corporate strategy analysis 83 Geberit’s corporate strategy in China is to promote exposed, and concealed cisterns and tank fitting products Vision Strategy Shanghai Daishan ? Aims at being the leading brand and supplier of high quality watersaving and maintenancefree plumbing products and being the market leader in concealed plumbing technology ? Aims at being the leading brand and supplier of flushing products with superior quality and being the market leader in flushing technology ? Concentrate sales and marketing resources to promote exposed and concealed cisterns ? Concentrate sales and marketing resources to promote tank fitting products Geberit’s corporate strategy ? Perate into China market promoting exposed, concealed cisterns and tank fitting products 84 Although GSHA developed a strategy when founded, strategic objectives haven39。t been achieved Upper end Strategy as original Defacto situation Position Product Channel Brand Chantier, concealed cistern Focus on retail channel, plemented by selected projects Premium brand Not clearly defined Public products, concealed cistern, Chantier, BWO amp。 Traps, HDPE amp。 Pluvia1) Mainly through projects (around 70%)2) Not a wellrecognized brand yet 1) By order of sales performance: 20xx (17) 2) Roland Berger amp。 Partners‘ analysis 85 In general, GDAI’s strategy is more simple and in the right direction Position Product Channel Brand Medium to high end Tank fitting products OEM channel Premium brand Strategy as original Defacto situation High end achieved, medium end in development Inplete product range in the medium end segment Through OEM selling to ceramic providers High reputation among industry 86 The vision of GSHA is neither shared within the pany, nor is it municated “ I have no idea what our pany aims at in China… ― — one regional sales manager ―Geberit is doing its business without any direction… ― — one department manager ―We don‘t know what Geberit is, is it a sanitary product provider or sanitary accessory producer?‖ — one distributor in Shanghai ―We seldom know what the top management 39。s development target is, nor do we understand our pany‘s goal… ― — one department manager Comment 87 The core petence of Geberit Europe has not been successfully transferred to Geberit China 1 2 3 4 5 6 Core petence (Europe) Advanced technology Superior quality Good pre and after sales services Good technical support Brand / reputation Strategic relationship with distributors and influencers (. installers, architects, etc.) High technology High quality Haven‘t been well set up Poor technical support Not established Not established Core petence (China) 88 The differentiation strategy that could be applied to Geberit Europe can’t be successfully implemented in China Premium technologyamp。 innovation Premium quality Premium customer services Premium brand amp。 reputation Differentiation strategy (High pricing) Geberit (Europe) Geberit (China) Technology is considered as advanced Quality is regarded as reliable Customer services are not satisfactory Brand awareness is low + + 89 Product strategy evaluation 90 The current product portfolio is unbalanced. Longterm strategic focus should be on concealed cistern, tank fittings, Pluvia and HDPE instead of adding Chantier Market potential High Competitiveness Low High Tank fittings Pluvia Concealed cistern HDPE/Mepla Public products Traps amp。 BWO Chantier Source: Roland Berger amp。 Partners39。 analysis Current Geberit product strategic focus 91 B2 Sales amp。 Marketing 92 The central region sales account for more than half of all Geberit region sales and concealed cistern and public products account for more than 60% of current sales Sales turnover by region1) Sales turnover by product1) 52%38%10%Central North South 9%6%36%38%11%Concealed cistern HDPE amp。 Pluvia Public products BWO amp。 Traps Chantier 1) 20xx 17 93 Geberit’s products are sold through 3 channels: retail and project sales through distributors and OEM Existing sales channel Geberit GSHA GDAI Distributor